YouTube Masthead Advertising in India

What is the YouTube Masthead?

The Masthead is YouTube's premium homepage spot. Your video ad sits at the top of the YouTube home feed, the first screen many people see when they open the app or the website. It runs on mobile, desktop, tablet and TV screens.

On desktop, Google's help says the featured video autoplays without sound for up to 30 seconds. Desktop also offers the most creative options, including companion videos. On TV, reporting is simpler, covering impressions, clicks to video, viewership and clicks to your channel.

Think of the Masthead as a front-page newspaper ad on launch day. It is for moments, not for always-on campaigns.

How is the Masthead bought?

The Masthead is sold only on reservation. You cannot bid for it in an auction. Google offers two types.

Google's DV360 help is clear that Masthead ads are only available through instant deals in DV360, priced on cost per hour or CPM. Google also lists a Livestream Masthead as a semi-self-service option for live events.

There is one quirk worth knowing. A CPM Masthead can be delayed if a CPH Masthead already holds the same hours. If you need a guaranteed slot at a fixed time, CPH is the safer pick.

What does YouTube Masthead advertising cost in India?

Google sets Masthead pricing and quotes it per booking. We do not publish a number, because it changes with the date, device mix, targeting and demand. Google's help notes that CPM Masthead has a fixed CPM with upcharges for targeting, and that rates vary by market.

Expect higher prices on peak days. Diwali week, big cricket match days and major phone launch windows are in heavy demand. GST is extra. We share the full quote before you commit.

How does the Masthead compare with other YouTube buys?

A Masthead buys a moment. Auction formats buy reach over time. For the same money, a two-week mix of bumpers and skippable ads will usually reach more unique people than one Masthead day. But it will not give you that single, loud launch-day presence. Most large launches we plan use both, with the Masthead on day one and auction formats carrying frequency after.

Who should book the Masthead?

The Masthead suits launches and big moments where scale on one day matters more than cost efficiency. Typical examples in India include a smartphone launch, a new film or OTT series release, an auto launch, a festive sale's opening day or an app's national rollout.

It suits national brands best. A regional brand with sales in two states will usually get better value from targeted auction formats like non-skippable in-stream ads.

Connected TV adds a new angle. YouTube viewing on TV screens is growing fast in India. Google reported in September 2025 that YouTube reached over 75 million adults in India on connected TV in April 2025. At Brandcast 2025, Google announced Immersive Masthead on connected TV, a full-screen homepage placement designed for living-room viewing.

For brands shifting TV money to YouTube, a TV-screen Masthead can deliver a launch-day moment that feels like a TV premiere. Our YouTube CTV advertising page explains how big-screen YouTube fits into a wider plan.

How do you measure a Masthead campaign?

Report impressions, unique reach and video views first. Then look at clicks and channel visits. For search-driven categories, compare branded search volume on the day against a normal day.

Brand Lift is the best proof of impact, where the booking qualifies. The Masthead also builds a valuable audience list. We retarget people who saw it with bumper ads and skippable ads in the following week, which keeps the launch message alive after the day ends.

Tips for better results

Book early, especially around festivals and big sporting days. Use a video that works muted in the first seconds, since desktop autoplay starts without sound. Put the product and the date or offer on screen early.

Line up your landing page and stock before the day. A Masthead can send a sudden spike of traffic. Plan the follow-up auction budget at the same time as the booking.