What Is a Facebook Masthead
A Facebook Masthead is a full-screen, auto-playing video ad unit that appears at the top of the Facebook mobile app feed when users open the app. It is one of the most prominent ad placements available on the platform, designed for high-impact brand awareness campaigns. The format supports vertical and horizontal video and typically appears before users can scroll through their News Feed. Advertisers can target Masthead placements by region, age, gender, and custom audiences, but the inventory is limited and often requires direct contact with Meta sales teams. The unit is distinct from in-feed video ads because it occupies the entire screen and cannot be skipped immediately, making it a premium inventory slot. For an overview of Meta’s ad products, see the Meta Ads official page.
The Masthead placement is available on both Facebook and Instagram within Meta’s ad ecosystem, but availability can vary by country and device. According to Meta’s business help resources, Masthead ads are optimized for mobile devices and support various video lengths and aspect ratios. Advertisers often use the format for product launches, movie trailers, and large-scale brand campaigns. The unit is sold primarily through direct deals with Meta, and pricing is typically quoted on a cost-per-thousand-impressions basis. Because of its high visibility, the Masthead is considered one of the most expensive ad formats on the platform. For more details on Meta’s ad formats and placements, see the Meta Business Help Center.
Facebook Masthead Pricing and Specifications
Pricing Model and Cost Factors
Facebook does not publish fixed Masthead pricing publicly; costs are determined through direct negotiations with Meta’s sales team and depend on targeting, geography, and campaign duration. Industry estimates suggest that Masthead campaigns can cost significantly more than standard in-feed video ads due to the premium placement and limited inventory. Advertisers typically pay on a cost-per-thousand-impressions basis, and minimum spend requirements may apply for large campaigns. The pricing is influenced by factors such as the target country, the size of the audience, and the length of the video creative. For comparison with other Meta ad formats and general pricing guidance, see the Meta Ads Overview page.
Technical Specifications for Creatives
Facebook specifies that Masthead video creatives should be uploaded in high resolution and support both vertical and horizontal orientations. The recommended aspect ratios are 16:9 for horizontal and 9:16 for vertical videos, with a maximum file size that ensures smooth auto-play performance. Video length requirements vary, but shorter videos often perform better in the full-screen format because they hold attention quickly. Advertisers must follow Meta’s ad policies regarding content, including restrictions on misleading claims and prohibited products. For detailed creative guidelines, see the Meta Ads Help page on specifications.
How Facebook Masthead Compares to Other Ad Formats
Masthead vs. In-Feed Video Ads
Unlike in-feed video ads that appear between organic posts, the Facebook Masthead occupies the entire screen at the top of the app and auto-plays without sound initially. In-feed ads are more scalable and can be bought through automated auction-based campaigns, while Masthead placements are typically reserved for direct deals and high-budget brand campaigns. The Masthead offers higher initial viewability because it is the first thing users see, whereas in-feed ads depend on user scrolling behavior. Advertisers choosing between the two formats often weigh the trade-off between reach, cost, and campaign objectives. For a broader comparison of Meta ad formats, see the