After 11 Years in Digital Video, YouTube Wants to Take on TV-Sized Budgets

This is how it's challenging the networks

It isn't always easy to pair up the suits of the marketing world with those freewheeling kids that make the buzziest videos in the digisphere. The two sides—and more importantly, their respective brands—must have chemistry. So last July at VidCon, the annual digital video conference held in Anaheim, Calif., YouTube set up a "speed dating" event, hoping to play matchmaker between advertisers and creators. Among the talent mingling with marketers was Rachel Levin, a rising beauty vlogger who immediately hit it off with the people behind the anti-smoking initiative Truth.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.