After wrapping up its sixth annual edition of the NewFronts, this time in a slimmed-down, one-week package, the Interactive Advertising Bureau has announced dates for a West Coast edition of the event.

The first Digital Content NewFronts West will be held October 9 and 10. The IAB said 16 “digital video programming creators,” which it did not identify, will have slots. All presentations will take place at NeueHouse Hollywood.

In February, the IAB announced the downsizing of the New York event, from two weeks to one, and explained that it would expand to the West Coast. Having a presence in LA fits with the blossoming of the tech sector, especially along Silicon Beach in LA, which is home to Snapchat, a major Google outpost and many other digital influencers.

“We are excited about bringing the NewFronts to the West Coast — and brands and media buyers are already calling to see how they can claim a seat,” said Anna Bager, Executive Vice President, Industry Initiatives, IAB. “The Los Angeles event will be a bit different from those in New York, with one central location hosting a myriad of media powerhouses and digital native all-stars. We also expect to see even more out-of-the-box programming in the mix, taking full advantage of emerging formats ranging from virtual reality to podcasts. This represents yet another vital marketplace from IAB, designed to encourage growth across the industry.”

Founded originally by ad agency Digitas in 2008 as a complement to the traditional TV upfronts, the NewFronts have scaled dramatically along with the growth of digital advertising overall. Last week’s slate of presentations in New York featured the first-ever outing for ESPN as well as high-wattage annual showcases for Hulu, Twitter, YouTube and a dozen others.