The biggest takeaway from VidCon this year is the increasing presence of companies with no direct relationship to online video. Sure, it's not a big surprise to see movie promotions, such as the big booth for Secret Life of Pets, but there were also booths hawking products from candy to cars. The marketers who have been flocking to ComicCon for years know that engaged superfans have the power to build buzz for their goods. VidCon is another powerful venue to find those fans, a further testament to the growing importance of online video in the entertainment ecosystem.
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