Advertising Age

We heard last summer straight from YouTube chief Salar Kamangar that Google’s video service considered introducing subscription-based content that would rival traditional cable channels and see users paying a fee to access some partner channels. Today, a report from Ad Age, quoting “multiple people familiar” with YouTube’s plans, shared some additional details.

According to the report, YouTube will not only charge somewhere between $1 and $5 per month for access to certain channels, it will also charge for some “content libraries and access to live events, a la pay-per-view, as well as self-help or financial advice shows.”

YouTube has reached out to a small group of channel producers and asked them to submit applications to create channels that users would have to pay to access. As of now it appears that the first paid channels will cost somewhere between $1 and $5 a month, two of these people said. In addition to episodic content, YouTube is also considering charging for content libraries and access to live events, a la pay-per-view, as well as self-help or financial advice shows.

Ad Age’s sources said the service could launch as early as the second quarter of 2013 with around 25 channels and a 45-55 revenue split for content creators:
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[youtube=http://youtu.be/7yBemw0eW9g]

Google announced it is introducing a new initiative today to reinvent online measurement for brand marketers.

“Today at the Ad Age Digital Conference we’re introducing the Brand Activate initiative, a new effort to re-imagine online measurement for brand marketers and—crucially—to help brands turn measurement into action, immediately,” explained Google’s Vice President of Display Advertising Neal Mohan on the Official Google Blog. “We’re working with the industry and supporting the IAB’s Making Measurement Make Sense (3MS) coalition on this project.”

The coalition is committed to developing brand-building online metrics and measurement solutions. Meanwhile, the Ad Age Digital 2012 combines marketing, technology, and media in one place: Chelsea’s Metropolitan Pavilion in New York City. The events start today and end April 18. It is a melting pot of the world’s biggest brands and newest startups.

The conference intends to “connect the dots” between Madison Avenue and Silicon Valley, while highlighting 700 high-level attendees, two days of keynotes, workshops, and networking with celebrated guest speakers.

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