IBC 2026 is the world’s leading tradeshow for the media, entertainment and tech industry – and doors open in just two months’ time! Over 1,250 exhibitors from all over the world will be showcasing their brands, products and services to tens of thousands of visitors. Some of the world’s biggest brand names such as Netflix, YouTube and Amazon Web Services will be present… so how can smaller companies ensure that their voices are heard amongst the noise?
Why IBC Matters
IBC is undoubtedly the world’s best exhibition for the media and entertainment industry, and hosted annually in Amsterdam makes it easy to travel to for interested parties worldwide – and tens of thousands of influential people do, spanning decision makers at broadcasters, production companies, systems integrators, streaming platforms and technology providers.
Indeed, exhibitors (despite there being so many of them) are competing against hundreds of innovative brands. This makes the first impressions that exhibition attendees garner of your brand incredibly important. Brands need to stand out not just against the hustle bustle of so many people physically in one space, but also in a way that gets positive and engaged attention from the right audience present.
Your Exhibition Stand is your Biggest Marketing Asset at IBC
At IBC, your exhibition stand is much more than just a space on the show floor. It’s your chance to make a memorable first impression with some really influential powers in your industry. With thousands of visitors and hundreds of exhibitors all competing for attention, people will decide in seconds whether to stop by or keep walking.
A well-designed stand helps you stand out for the right reasons, clearly showcasing who you are and what you do. It should invite people in, spark conversations and create opportunities to demonstrate your products or services. When your stand works as an extension of your brand, it becomes one of your most valuable marketing tools before, during and even after the event.
The RAI, the venue in which IBC is held, has a massive 116,000 square metres of exhibition space spread across 12 halls. As such, visitors cover miles on foot over the course of IBC; making it essential for exhibitors to create stands that are visible from a distance, easy to navigate and memorable enough to encourage people to stop. In a venue of this scale, thoughtful exhibition stand design can make all the difference between blending into the crowd and becoming a must-visit destination.
DCE Agency’s Top Tips for IBC Stand Design
With decades of experience at IBC, the DCE Agency creative studio team know a thing or two about ensuring their clients stand out – in the right way – at such a prominent show. We asked the team their tips for effective stand design at the show, and they said the following:
Keep Messaging Simple
With so many stands competing for attention and a mish-mash of branded content across the halls, messaging needs to be clear and concise upon first glance at your space. This should include:
- Who you are
- What you do
- Why you’re different.
Realistically, you’re likely only to have a few seconds of attention – so all of this needs to clearly visible and understood quickly.
Ironically, in the tech space, we often see companies try to showcase everything they offer all at once, and this often makes things to ‘busy’ for visitors to focus on properly. As such, an exhibition stand designer’s job is to prioritise, simplify and create a journey through product or service offerings, without just dumping everything in one place.
Demo Live
While innovate tech solutions may make perfect sense in theory to those involved daily in them, it can be a little more difficult for those who don’t have first-hand experience to ‘get it’ – and so demo’ing allow visitors to see how your products and services work for themselves and get hands-on (while being nurture through the process by an expert member of your team, of course).
Ideally, a stand will have easy-to-access demo stations, presentation areas for more complex engagement opportunities and private meeting spaces for strategic contact and negotiations. A good design will allow for all three while not detracting from the brand’s core messaging.
Think Vertically
IBC is busy, and the exhibition halls are vast. For many, this will be the biggest trade show they’ve ever encountered. This means that where smaller, more conventional shows may simply route visitors round all booths at floor level, optics need to be considered differently for this event.
To really stand out, exhibitors need to consider vertical design as opposed to just what sits at floor-level on their stand. Large hanging signs, illuminated branding and tall architectural features improve visibility from across the exhibition floor.
Then, your designer can factor in how visitors will flow not just past but through your stand from all accessible angles, and ensure that the structures fit well (but not well enough to be camouflaged) in the area around them.
Consider Conversation
While most brands are likely to encounter some visitors they already know (down to the sheer size of IBC if nothing else!), it’s important to remember that unless you work for a household name, most exhibition attendees won’t know who you are. However badly you need to work on expanding your brand presence, building a contact database or even making a sale, it’s key to remember that not every stand visitor will want a formal meeting.
More concise networking can be facilitated through the inclusion of open seating, informal breakout spaces and hospitality areas. While private meeting rooms do still have their place, more casual facilities can allow for easier and informal conversation.
Invest into Sustainability
Sustainability is no longer just about the money saved through reuse; but also considered a competitive advantage as brands intend to boast about the CSR (Corporate Social Responsibility) credentials of their suppliers and partners.
At DCE Agency, we design and build stands that include a myriad of sustainable features, including (but not limited to):
- Reusable modular elements to stands
- The use of recyclable materials
- LED lighting
- Graphics that can be updated rather than entirely rebuilt.
What’s more, we offer entirely carbon neutral logistics for all stand materials to and from IBC with our partners Think Expo Logistics. This is virtually unheard of in the logistics market and so gives a great talking point when it comes to sustainable showcasing!
If you’re planning your IBC exhibition stand, DCE Agency would love to help. Call John (john@dceagency.com) on +447595 895836 to chat, and together we’ll create a stand that’s designed to make an impact from the moment the doors open.
