If advertisers want to stay innovative, they should skip Cannes and go to VidCon instead, UM’s EVP argues.

If advertisers want to stay innovative, they should skip Cannes and go to VidCon instead, UM’s EVP argues. There’s a “big cultural shift in the nature of celebrity, authenticity and community,” and no one knows that better than YouTube’s biggest stars, who claimed fame via self-promotion. And there’s more of them than marketers may realize; beyond big names like Lilly Singh, many rising stars have engaged, expansive audiences that could be the perfect fit for brands. Post-VidCon, marketers should think outside of influencer activations; aligning ads with the right YouTuber’s content. (Adweek)