Exhibitions and trade shows have always been an essential part of business promotion. Many companies worldwide host and participate in such events. Statista shows that the US is the leading country, hosting 39,800 conferences and trade shows annually as of January 2025. The next four countries on the list are the UK (8,200), Germany (7,300), Canada (3,500), and India (3,000).
The idea behind hosting or participating in these events is usually to capture attention and make an impression. Exhibitors discover new methods to interact with guests and provide immersive experiences as technology develops. Using smart screens has been one of the biggest advancements in recent years. They are redefining how brands present themselves in these dynamic environments.
The Rise of Interactive Booth Experiences
Traditional signs and static banners are no longer as appealing as they once were. Attendees expect more than just visuals—they want interaction. Smart displays, powered by touchscreen technology and responsive software, allow visitors to engage directly with content.
Whether it's exploring product catalogs, watching on-demand videos, or navigating an interactive brand story, these displays create a memorable experience. In addition to increasing interaction, these technologies give exhibitors a degree of flexibility that was previously unattainable.
Real-time content updates allow marketers to display tailored suggestions or modify their messaging in response to audience feedback. This level of adaptability makes smart displays, especially interactive ones, an essential tool for modern exhibitions.
The global interactive display market is expected to grow steadily over the years due to this increased necessity. According to Markets and Markets, the sector was valued to be worth $12.5 billion in 2024. It is anticipated to reach $16.9 billion by 2029. This demonstrates a compound annual growth rate (CAGR) of 6.3% until the end of the forecast period.
Integrating Smart Displays into Exhibition Booths
To maximize the impact of smart tradeshow displays, booth design must support seamless integration. A well-planned structure ensures that screens are positioned for maximum visibility while maintaining an open and inviting space. Aluminum extrusions can help with this, as they are lightweight, durable, and easy to transport.
As stated by Classic Exhibits, business owners must opt for custom designs in event displays. With the right design, they can integrate smart features into their event presence. It is possible to create immersive environments without being constrained by rigid booth layouts.
This adaptability is particularly valuable for companies participating in multiple exhibitions throughout the year. It allows them to modify their setups without investing in entirely new materials.
Data-Driven Insights for Exhibitors
There is no denying that the future is data-driven, and exhibitors need to collect the right data. As noted in an Exhibition News article, an exhibitor without data is like someone without an opinion. A trade event is like a data gold mine where businesses can acquire high-quality, first-hand consumer data through face-to-face interactions.
According to the U.S. Chamber of Commerce, these face-to-face interactions are one of the biggest benefits of trade shows. They allow even small businesses to connect with potential buyers they wouldn’t have otherwise reached. Companies can use this opportunity to collect data on new potential customers and reach out to them after the event.
Smart displays can be an essential part of this data-collection process. By tracking interactions, exhibitors can gain insights into visitor preferences, popular content, and engagement levels. Businesses may use this information to improve their next shows and hone their marketing tactics.
Heatmaps, for instance, can reveal which areas of an interactive display are more popular, enabling companies to modify their presentations appropriately. Some smart display systems also integrate with lead capture tools. This facilitates the process of gathering visitor data and following up with prospective customers following the event.
The Future of Smart Displays in Exhibitions
Smart displays will advance in sophistication as technology develops further. Some display booths are already using artificial intelligence (AI) and augmented reality (AR). They are enabling personalized interactions and virtual product demonstrations.
Consider the example of Google's AR experience at the Las Vegas Consumer Electronics Show (CES). For CES, Google created a digital bot that helped visitors reach their booth with the help of augmented reality. The bot also served as a digital guide and helped consumers find must-try demos, navigation tips, and the best AI wallpapers for the booth.
Frequently Asked Questions
How do smart displays improve brand storytelling at exhibitions?
Exhibitors can tell their brand stories in a dynamic and captivating way with the help of smart displays. Visitors may delve further into a company's history, ideals, and offers at their own leisure via multimedia presentations and touch-enabled experiences.
Can smart displays be used effectively in smaller exhibition spaces?
Yes, even in small booth configurations, smart displays work really well. With the correct content strategy, a single touchscreen may display a lot of information in a small amount of physical area. Their effect in a small space is increased by clever positioning and captivating imagery.
Are smart displays suitable for outdoor exhibitions?
Numerous smart displays are made to withstand harsh outdoor conditions, such as intense sunshine and changing weather. High-brightness screens with anti-glare technology ensure visibility in daylight, while weather-resistant casings protect against environmental factors. This makes them a viable option for outdoor trade shows and festivals.
Smart displays are expected to become an essential part of expo event technology due to technological developments. In addition to increasing participation, they offer the adaptability and knowledge required for a more calculated approach to event marketing. The way companies interact with their audiences at trade exhibitions will continue to change as exhibitors adopt these technologies.
