VidCon at the Anaheim Convention Center is swarming with teenagers shrieking over the biggest stars on YouTube. And for the first time YouTube is bringing 100 brand representatives to the event, including EA, Mattel, and AT&T.
The goal: Help brands overcome concerns about user-generated content, and lure them to buy into YouTube's Brand Partner Program. The video-sharing company is touring the show floor and hosting sessions with creators to talk about brand strategy. Vidcon, the largest digital video convention in the world, attracts 18,000 content creators, fans, and increasingly advertisers.
YouTube is projected to hit $7.2 billion in gross ad revenue this year, according to eMarketer, and it pays about half that to its content partners. That makes some of the biggest stars here at Vidcon, like Pewdiepie, millions of dollars a year.