The world's most influential media, entertainment & technology show

11 - 15 September 2020
RAI Amsterdam 

4 smart ways businesses use trade shows like IBC

4 smart ways businesses use trade shows like IBC

29 Nov 2019

4 smart ways businesses use trade shows like IBC

There are several ways that exhibitors and visitors can get the most out of IBC2020. Four of them, in fact.

As Europe’s biggest broadcast exhibition, IBC is always packed with the biggest names in the broadcast, media and entertainment industries. But like any trade show, IBC means different things to different attendees and they leverage its influence in a multitude of ways.

1. Boosting brand awareness

Whether you’re an exhibitor, a delegate or a visitor, showing up to IBC in Amsterdam says that you mean business. It’s an exercise in visibility, where a striking exhibition stand, a good product demo, a chance meeting, or even a free company pen can boost the awareness of your brand. 

A trade show like IBC is a great leveller - everyone under one roof, big and small, marketing budgets and SEO temporarily irrelevant. For exhibitors, their perfect customer will eventually walk by. For visitors, meanwhile, there’s the opportunity to discover something new beyond the recognisable brands and search-topping market leaders. 

2. Product demonstrations

One of the key benefits of going to a trade show is to evaluate products and services first-hand, so many exhibitors offer demos to show them off. In 2018, for example, BBC R&D showed their latest research into low latency live streaming with a live demonstration of television services delivered using MPEG CMAF, MPEG DASH and low latency extensions.

ClusTaur, a company that specialises in end-to-end solutions for software defined storage, attended IBC2018 with a media workflow solution based on Excelero’s NVMesh platform. Throughout the conference, they showcased a live post-processing demo of 8K raw 10-bit footage, which wowed attendees.

Seeing is believing. At IBC2019, White Light demonstrated its Mixed Reality Tech Lab, which it described as ‘an immersive real-time content studio.’ It was the same technology that underpinned the Eurosport Cube, a mixed reality environment that enhanced the channel’s coverage of the PyeongChang 2018 Olympic Winter Games. 

Elsewhere, Dejero, Microsoft Azure, Avid, Haivision, Hiscale, Make.TV, and Signiant joined forces to demonstrate live ingest and editing in the cloud. 

3. New product launches

Wind back to IBC2019 and many companies used the show to launch new products. It’s the ideal place to do this as the world’s media is already focused on the five-day show and if offers an unparalleled opportunity to maximize media exposure. Not only that, but launching at a show allows potential customers to get up close to a product, assess it, even try it for themselves. 


At IBC2018, VSN launched VSNCrea, its new cloud-based traffic and scheduling software; while IBC attendees were among the first to see updates to Adobe’s Creative Cloud suite, including its Sensei tool that enhances animation with AI and machine learning. BlackMagic also used IBC to demonstrate its brand new hyper-efficient RAW codec for the first time, which reduces file sizes and speeds up adjustments, without compromising on quality.

4. The IBC Conference

Of course, IBC isn’t all about networking and product launches. It’s a show that’s about ideas, innovation and the people driving change. An outstanding line-up of over 300 speakers will be talking about the current state of broadcasting, representing the firms and organisations that are shaping today’s media landscape. In 2019, these included:

  • Cécile Frot-Coutaz, Head of YouTube EMEA, YouTube
  • Arnaud de Puyfontaine, Chairman, Vivendi
  • Gary Shapiro, President and CEO, Consumer Technology Association
  • Lisa Opie, Managing Director, UK Production, BBC Studios

Every year, the IBC Conference Programme also hosts sessions on all aspects of how technology is affecting the world of broadcasting, including tech talks and panel discussions on the art of curation, new business models (from linear to SVOD), the 4K/8K debate and how data-driven content can deliver more personalised experiences.

This is why businesses use IBC and the world's most influential media, entertainment and technology show returns to Amsterdam in 2020. Don't miss out on any news and updates by registering your interest here.

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