Last week, I attended Integrated Systems Europe (ISE) for the very first time. During my visit, I had the opportunity to reconnect with Ciarán Doran, CEO of M2A Media and organizer of the AV Broadcast Summit at ISE. He shared an interesting perspective on the shifting dynamics of content creation and distribution.

Brands and corporations are no longer just content distributors - they are becoming broadcasters themselves.

“One of the challenges today is getting the attention of the eyes and ears of viewers. It’s the challenge of traditional public service broadcasters, commercial broadcasters and anyone creating video or audio programmes they want to share. It’s an even bigger challenge given that everyone can make their own video content. However, what has changed in the last few years is that brands and corporates have realised that if and when they make content, not only can they get it directly in front of the eyes and ears but they must, absolutely must, create it in a way that matches the level of their brand. And today the ability to do that themselves is easier than ever. They’re hiring M+E talent and tech directly and in doing so they are effectively become broadcasters themselves. Let’s not ignore that YouTube is the world’s biggest broadcaster, by a country mile, but the C’s + B’s are also creating their own channel.”

Ciarán’s point underscores a major shift in content creation, something that was on full display at ISE, where brands, corporations, and technology providers are converging in new ways. This evolving landscape was a key theme throughout the event, reinforcing why media and entertainment vendors should be paying closer attention to shows like ISE.

Trade shows like NAB and IBC have long been considered as go-to events for streaming media and broadcast vendors. However, with over 85,000 attendees and 1,600+ exhibitors at the 2025 show, ISE is an event that increasingly demonstrates how the pro-AV and broadcast industries are converging.

Figures from 2024

*Source: ISE 2024 Facts & Figures – Full attendance data and audience demographics* *- Attendee figure for 2025 wre up by 15.% percent over 2024.*

ISE attracts decision-makers from corporate AV, retail, hospitality, education and entertainment sectors—audiences that our traditional trade shows do not reach.

ISE showed how adjacent markets are adopting broadcast-quality tools. The shift to hybrid events, remote work and professional-grade content creation has further blurred the lines between traditional broadcast and new media sectors. This growing convergence creates opportunities for vendors to expand beyond their usual customer base.

NAB and IBC also boast large attendance numbers and offer on-site networking opportunities with established players in the industry. However, with the continued convergence of technology across industries, maybe it’s time for media and entertainment technology vendors to rethink their trade show strategies.

Here's why.

The Case for Considering Other Shows

I covered trade show diversification in a recent article on the International Casino Exhibition (ICE), another huge trade show that takes place at the Fira Barcelona. In this article, I expand on that theme, focusing on how ISE opens up new cross-industry opportunities for media and entertainment technology vendors.

At ISE, the pro-AV technologies showcased cater to industries such as corporate AV, retail and education, with use cases focused on collaboration, digital signage and interactive experiences. Buyers in these sectors include IT departments, integrators, and event planners, often seeking solutions to enhance business efficiency.

While valuable, the sheer diversity of technologies—especially in areas like audio and lighting—means that not all areas of ISE will be relevant to vendors specializing in streaming or broadcast tools.

The Technology Focus at ISE

The solutions that attendees are looking for:

*Source: ISE 2024 Facts & Figures – Full attendance data and audience demographics* - This table highlights the broad spectrum of technologies specified to be of interest to ISE channel and end-user attendees. The full report indicates the types of company included within these definitions. The technologies are arranged her into broad groupings that roughly reflect the Technology Zones on the ISE show floor.

But that is true for any big trade show. NAB and IBC cover everything from cameras and production gear to streaming infrastructure and content distribution. Vendors focused on streaming media delivery or broadcast services may find large numbers of visitors irrelevant, as much of the audience is geared toward traditional production workflows and hardware. How much so? Who knows?

One key advantage of ISE, however, is the transparency—attendee data segmentation helps vendors assess which visitor types are most aligned with their goals, allowing for better-targeted engagement compared to the lump-sum attendance figures provided by our usual industry shows.

Data Transparency: A Competitive Advantage

According to ISE’s official 2024 report, 71% of attendees were classified as visitors, with detailed segmentation by industry focus.

ISE may not be the show for you, but at least you have access to useful data. Incredible to see that nearly a third of “attendees” were actually exhibitor personnel!

*Source: ISE 2024 Facts & Figures – Full attendance data and audience demographics*

This kind of granular data makes it easier to plan and target efforts for maximum impact. ISE has produced a very detailed segmentation report for its 2024 show, which you can access here.

ISE and ICE also provide exhibitors with useful attendee networking tools—unlike NAB and IBC, where exhibitors and attendees have no way to identify and connect with the full range of participants before the event.

The lack of pre-show engagement leaves everyone scrambling, relying on chance encounters rather than making strategic business connections.

Such tools are crucial for maximizing ROI, particularly at large-scale events where serendipitous encounters alone may not deliver enough high-value connections.

Given the significant preparation and travel involved in attending trade shows, tools like networking apps and detailed attendee reports should be expected, to facilitate meaningful connections and improve planning. Without these features, vendors risk wasting time and effort chasing unqualified leads.

What did attendees think about ISE?

Many vendors at ISE shared how expanding into adjacent markets, such as corporate AV or retail, is now a key part of their growth strategy. They emphasized that the diversity of visitors provided insights they wouldn't encounter at NAB or IBC.

I spoke to Oliver Lietz, CEO of Nanocosmos, who exhibited at ICE participated as an attendee at ISE.

Innovation in monetization and interactivity is driving the AV and gaming industries forward—while traditional media remains stagnant.

“Trade shows like ISE Barcelona and events in the iGaming industry are thriving with creativity and purpose. At ISE, it's all about real-world use cases, solving business problems, and applying tech in ways that matter. The iGaming sector pushes boundaries with innovative monetization models, and crafting interactive experiences. In contrast, shows like IBC and NAB are stuck in a rut—endless talk about tech specs but no fresh ideas on business models or content monetization and not embracing new segments like the creator industry or specific markets like betting or auctions. The gaming and AV industries are evolving rapidly, while broadcasting and traditional media seems to be spinning its wheels.

I also spoke to Comprimato CEO and Founder, Jiri Matela, about the overlap between ProAV and Broadcast.

The lines between ProAV and broadcast are blurring, and ISE is where these technologies are converging.

“To explain why we are exploring ISE: You are right, we are coming from broadcast background, meaning our products are targeting broadcast production. However software, IP, and virtualization (cloud) is making broadcast technology more and more affordable (cost, availability, ease of deployment). On the other hand many ProAV technologies are becoming more mature and robust. It is therefore inevitable that ProAV and Broadcast will be overlapping more and more. Hence ISE is very relevant for both ProAV and Broadcast vendors.” When I asked him whether he would attend NAB, however, this is a show he said he would definitely not miss!

At ISE, it was also interesting to note that the AV Broadcast Summit, organized by Ciarán Doran, CEO of M2AMedia, is a prominent part of the ISE conference program. He had this to say about ISE:

“I keep remembering that the money moves to where the eyes move which is online and direct. That’s why traditional broadcast vendors are looking at the ISE audience - it’s a market they’ve eyed for some time but now that audience is hungry for their solutions.”

The AV Broadcast Summit focuses on the convergence of audiovisual and broadcast technologies, exploring the latest trends and innovations that enable corporations and brands to create and distribute their own high-quality content. The summit covers topics such as virtual studios, augmented reality, streaming, IP and cloud technologies, and the impact of artificial intelligence on content creation and delivery.

Conclusion: Expanding Trade Show Perspectives and Maximizing ROI

Trade shows provide opportunities for vendors to explore new sectors, connect with diverse buyers, and discover emerging business opportunities. However, large events can be overwhelming and broad in focus, making it crucial to have a targeted strategy that maximizes visibility and engagement. Whether you're attending the usual shows or exploring new ones, a thoughtful approach to planning and engagement can deliver long-term value.

Here are key strategies to ensure success at both flagship and new trade shows:

Define Your Targets: Research the type of attendees expected at the show. Segmented data on industries and interests provide a solid starting point for vendors. When demographics aren’t publicly available, focus on engaging with industry contacts and identifying new client opportunities beyond your usual network.
Simplify Your Messages: Eliminate technical jargon and focus on how your technology delivers measurable business outcomes. Tailor your messaging to each industry’s unique challenges. It's also valuable to have an outsider—preferably someone unfamiliar with your technology—validate their understanding of your messaging to ensure clarity.
Highlight Integration and Flexibility:
Buyers prioritize solutions that integrate smoothly into existing infrastructures. Demonstrate how your product aligns with their operational needs, and remember you likely need to create specific messaging for different targets.
Leverage Pre-Event Networking:
Use the event's app or other pre-show tools to connect with attendees in advance. Schedule meetings with high-priority leads to ensure productive, targeted conversations during the event. Pre-planning helps you avoid wasting time on random encounters or only reconnecting with familiar contacts.
Post-Event Follow-Up:
Document key conversations and follow up with personalized outreach. Relationships built at trade shows require thoughtful cultivation, not canned or impersonal messages.

For vendors looking to expand their trade show strategy, our recently expanded Broadcast Projects' TV Events Hub now offers a larger, curated list of industry events across various verticals. Additionally, we help vendors define their targets, refine messaging, and build stronger networks to stay ahead of evolving market demands.

Author: Janet Greco, Broadcast Projects

Expanding Trade Show Strategies: Lessons from ISE Europe 2025