Forevermark will become the first luxury brand to run a YouTube masthead takeover across desktop, mobile and tablet devices, after Google extended the service last month to its video site.
The brand plans to power the takeover ad with TrueView video ads, a Google YouTube spokesperson told MediaPost. The desktop masthead debuts Thursday, followed by advertisements on mobile and tablet YouTube mastheads Sunday.
The ads, running on smartphones and tablets, will appear as the first video on the What to Watch page when someone visits either the YouTube app or the mobile Web site. All mastheads run for 24 hours. The video masthead format allows advertisers to easily reach consumers across all screens by providing YouTube with one video asset that the video site's technology formats to fit multiple types of devices.
In November, Google extended its home page takeover to YouTube on desktop and mobile devices such as smartphones and tablets, but made it look a little more native. More than 40% of traffic comes to YouTube from a variety of mobile devices. Site visitors see an ad that looks similar to a regular video listing, but with a yellow tag that identifies the content as a video ad.
YouTube primarily drives video views for Google. Thanks to YouTube, Google Sites in November ranked as the top online video content property with 163.5 million unique viewers, according to comScore, which released its November 2013 U.S. online video ranking numbers Tuesday.
Overall, 87.1% of the U.S. Internet audience viewed online video in November 2013. The duration of the average online content video was 4.7 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 36.2% of all videos viewed and 4.4% of all minutes spent viewing video online, per comScore.
Some of the most popular channels on YouTube in November were VEVO, Fullscreen, Maker Studios, Warner Music, and ZEFR.