Media and marketing decision makers will descend upon Sydney's Horden Pavillion this evening for YouTube's annual Brandcast event – an upfronts of the online video platform.
Among the guests will be AFL CEO Gil McLachlan and innovation lead Kylie Robertson, Telstra CMO Joe Pollard and Disney managing director Kylie Watson-Wheeler.
Other guests include YouTube creators Elise Strachan (My Cupcake Addiction), Casey Neistat and Mighty Car Mods.
Google Australian and New Zealand managing director Jason Pellegrino will talk about how YouTube content is becoming more influential and how the platform can deliver for brands.
It is unclear what special announcements will be unveiled, but reports have suggested the video-sharing service will develop a feature internally called Backstage, where users can share photos, polls, links, text posts and videos with subscribers - in an effort to improve interactivity between creators and audiences.
Recently, there has been a creator backlash over new advertising rules that make it harder to monetise videos if they are not 'advertiser friendly'.
On the agency side, in the past year GroupM is reported to have wound back an exclusive deal it had for Google Preferred inventory – the top 5% of spots on YouTube.
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