YouTube and Vine stars are rewriting the rules on how audiences discover and engage with content, leading to a swath of non-traditional pathways for exploration by brands, marketers, and fellow creators. It is a world devoid of the gatekeeping that dominates traditional media, allowing creators and brands to build direct relationships with the most engaged consumers. With that opportunity comes all the challenges of social media (community management, publishing strategy), plus an added layer of responsibility to the audience members themselves. In this session, successful creators and business leaders discuss how to work with video stars, what advertising means in this new space, and how the deep connection between stars and their superfans drives engagement with brands.
Moderator: Mandana Mellano, Partner, Media Director - Ogilvy West
Anthony Layser, US Content Director - Dailymotion
Tariq Walker, VP, Creative Development - AOL
Meghan Camarena, YouTuber, Entrepreneur - Strawburry17
Thai Randolph, SVP, Marketing & Client Partnerships - Relentless Generator