Dive Brief: 

• This week, YouTube added the option for advertisers to purchase homepage-takeover ads on mobile. 
• To celebrate the expansion, YouTube has redesigned the ads to be a more "native" experience. 
• The expansion and redesign will allow advertisers to purchase a homepage-takeover ad from YouTube that will run across all devices. 

Dive Insight: 

Now that approximately 40% of YouTube views are coming from mobile devices, the social network has to develop ad product options for the platform. The step to expand homepage-takeover to mobile is a step in the right direction. Redesigning it with a more "native" look will help to minimize any backlash from YouTube users annoyed by the ads.