Screens, sensors, and heatmaps – Step into the future of exhibitions.
The Integrated Systems Europe (ISE) exhibition stands as the largest exhibition dedicated to technology, AV, and integrated systems. This year’s event ISE 2024 was held in Barcelona spanning across 60,000 m2.
It’s an industry-defining event, simply a treasure trove of cutting-edge technologies and trade show trends that can transform your next exhibition into an unforgettable experience.
Four years ago, during ISE in Amsterdam, LED displays in larger and more variable formats emerged as an alternative to LCD screens.
Now, four years later, we’re talking floors, walls, ceilings, “invisible” displays, virtual studios, and more and LED screens in 200 different ways. Immersive, 360-degree experiences, scalability, mobility, software integration, interaction design… You name it!
We have mapped out some of the trends, and will guide you through how you may consider implementing them within your next exhibition, trade show, conference or other in-person event.
LED screens have for a long time made their way into exhibitions, but the selection and variety of shape, size and ‘look’ is changing how exhibitors can interact with visitors.
The traditional LED screen offers to display content in high resolution, which is perfect for presentations, product showcasing and branding videos.
Exhibitors showcased creative uses of LED screens, including 3D effects, projection mapping in the shape of an umbrella as a showstopper, interactive shopping experiences, and a booth setup solely made up of screens as the walls and floor.
Furthermore, we saw demonstrations of XR studios, where you combine camera tracking with grand LED screens as backdrops. This is an alternative to green screens and opens up for greater interactive and visual engaging video content.
One of the latest additions at ISE 2024 was the transparent LED screen. This allows exhibitors to showcase products or elements behind the screen, while showcasing dynamic content on the screen itself. This is particularly useful for creating immersive environments and displaying products in action.
This also is useful for a ‘light’ signage for visitors. However, it demands more careful planning with placement, size and lighting, as you can see right through the screen.
Innovative technology allows for new creative spaces to ‘meet’ virtually and collaborate in a more interactive and visual-engaging way. An example of this is whiteboard screens.
… Are especially great for online meetings for organisations. They enable people to deliver dynamic and interactive presentations. You can draw, write, annotate, and play with digital content in real-time, allowing for engaging demonstrations, brainstorm sessions and collaborative work. The remote functionality taps into the trend of ‘same time, different place’ collaborations and communication with teams.
Exhibitors may also consider using them in their exhibition booth setup.
Some whiteboard screens come with built-in data features, allowing exhibitors to collect information such as visitor interactions, feedback, and contact details. This data can be valuable for lead generation, market research, and follow-up activities after the event.
Another example is green screens.
… Offer several benefits for exhibitors at trade shows, exhibitions, fairs, conferences, and events.
Green screens provide a blank canvas for exhibitors to create any background or environment they desire. This versatility allows exhibitors to tailor their presentations and displays to suit different themes, branding strategies, or product demonstrations.
Furthermore, it is a budget-friendly solution. Exhibitors can save on production costs digitally creating backgrounds and visual elements, reducing the need for physical props or scenery.
At ISE 2024 we saw different technologies that allowed for tracking and interactive engagement. Amongst the technologies were heatmaps and sensors.
Would you love to know how visitors (and staff) navigate your booth? And would you like to know how people engage with your activities, products and in different zones? Then heatmaps, sensors and other tracking technologies may be your new best friend.
1. Behaviour Insights
Heatmaps and tracking technology allow exhibitors to analyze attendee behavior within their booth or event space. By tracking movements, dwell times, and interactions with different elements, exhibitors can gain insights into which areas or products attract the most attention.
At ISE 2024 this concept was illustrated using a selection of fruits combined with sensors. When reaching for the lemon – as shown in the image below – the sensor detects the movement, prompting relevant product information to appear on the screen. This represents an advancement beyond Near Field Communication (NFC), eliminating the need for tags within the products themselves, relying solely on visitor movement.
2. Content performance
Exhibitors can use heatmaps and tracking to evaluate the performance of content displayed within their booth. By analyzing interaction levels with digital displays, presentations, or promotional materials, exhibitors can assess which content resonates most with attendees and refine their messaging accordingly.
3. Optimized Booth Layout for Lead Generation
Using data from heatmaps and tracking, exhibitors can optimize their booth layout and design for maximum effectiveness. They can identify low and high-traffic areas and strategically position key attractions, sales reps, products, or displays to capture attendee interest and engagement. This will help to maximize lead capture opportunities.
4. Data-Driven Decision Making
Data collected from heatmaps and tracking can inform data-driven decision making for future events. Exhibitors can use insights gathered to refine their booth strategies, improve engagement tactics, and allocate resources more effectively for upcoming trade shows or exhibitions. It can also help them calculate ROI with real-time data from the event.
Even though technology opens many new exciting doors, please remember to always ask the control question: What can and should technology and screens do for my objectives and key brand messages at the trade show? Think about the story you're trying to convey, so the technology does not merely become a fun visual element.
“Your trade show success it’s the most important thing for us. When you succeed, we succeed. Give us a call or write to us and let’s talk about how we can help you and your team with your trade show objectives, booth activities, technology or how to prepare your trade show booth staff”
– The Trade Show Academy Team
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