If you needed a sign of just how audacious youtube’s $100 million experiment in original content is, consider the asking price for advertisers: as much as $62 million for the exclusive on a package of “channels” in categories such as music or pop culture.
No one has paid that yet. Early deals are in the $5 million to $10 million range, but the aggressive asking price reflects the ambition for YouTube’s 96 premium “channels,” designed to bring to the site TV-like appointment viewing, as well as TV-like advertising dollars.
A smattering of the nation’s biggest marketers have signed on, including Unilever, which is sponsoring “Young Hollywood Network,” founded by well-known YouTube star R.J. Williams,Toyota, which is backing a host of channels targeted at women, including “Cafe Mom,” “Kin Community” and “Mom’s View,” and GM, which signed on last week to sponsor Red Bull’s action sports channel and a package of automotive-focused channels. Chrysler, AT&T and Lowes are also appearing on channels that have already been launched.
See on adage.com