How can brands change behaviour at busy expos and shows? What kinds of event technology should you be using for maximum engagement? Arran Cruickshanks, MD of brand experience agency mccglc, looks at the spatial design, content and analytics trends that are shaping audience engagement in 2024, based on Q1 activity at ISE, Bett and Mobile World Congress.

Spatial design is dominated by transparent screens, LED curves, XR and virtual production

LED displays have been dominating the advertising space for years but we’re seeing a major shift in events with the development of the screens themselves: sharper, more sustainable and more technically advanced. 

LEDs and screens with a high degree of transparency makes the screens almost invisible. Unlike traditional “dark wall” LED displays that block sunlight and visibility, the newer transparent screens leave space for the lighting to hang and play. 

Sleek designs offer more practical flexibility for projections especially when paired with sculptures and bespoke architectural arrangements. Our tip is to combine image, motion, audio and the space itself – don’t forget to give people the opportunity to pause and reflect

XR technology and virtual production deliver new opportunities for live event production and real-time curation of digital content during exhibitions and trade shows. Fusing content and technology pushes creativity beyond previous limitations, into new ideas and spaces. 

Content: Co-creation, live digital curation,  gamification, AI worldbuilding 

It’s no surprise that content increases delegate engagement, but this year we’ve seen more co-authored and end-user generated content. Handing over the microphone (literally at times!) to  the end-user / target audience, silent disco style presentations which remove the need for closed spaces or additional AV, headset VR, interactive floormats … brands are embracing the idea that gamification drives engagement and conversations.  

AI tools are enabling a level of video and image generation that was once only available to high end  film productions. This is enhancing storytelling capabilities, which is the number one goal for  improved engagement. We’re enjoying building worlds and pushing the boundaries of traditional production  for our clients, injecting future thinking and innovation, but a note of caution: these tools will push performance most strongly when matched with guiding creative teams. 

Analytics: ROI, proven success and interaction data

ROI has been historically challenging and at times subjective for events and experiences, but we’re seeing high growth in this area due to the development of digital tools. From machine learning image recognition to tracking exhibition booth footfall, our ability to keep brands ahead of delegate needs and intentions is shaping booth design, improving flow, and delivering deeper engagement. 

Proving success and ROI through understanding interaction with content builds up a holistic picture of events and delivers better experiences for delegates. We’ve launched proprietary digital systems including an app and dashboard to help measure audience flow and adjust content in real-time. We’re anticipating high growth in this area in 2024, with most of our clients keen to talk to us about how interaction insights can shape booth design and brand content delivery. 

mccglc create immersive events, exhibitions and experiences that powerfully connect brands with people, strengthen audience engagement and deliver brand narratives. mccglc.com