Traditional events move to virtual platforms

In the post-COVID-19 future, many events will be in hybrid format, with in-person and virtual attendees, since it allows you to amplify the audience and increase the possibilities of monetization. Augmented reality, bots and virtual stage are the favorite technologies.

One of the sectors and areas of activity that have suffered the most from the consequences of the pandemic caused by COVID-19 have been events.. In the last two months we have seen a multitude of them - concerts, fairs, professional events or training- have had to be canceled, postponed or adapted to the virtual environment.

According to a study carried out among event experts by the PCMA, seven out of ten professionals have moved their in-person event, partially or completely, to a virtual platform, and the vast majority of them do not see this practice as a short-term solution for as long as the pandemic lasts but rather as something that will take hold and continue alongside in-person events in the future..

“Many events will be in hybrid format, with in-person and virtual attendees because it allows the organizers to amplify the audience and the monetization possibilities.”, says Clara Ramírez, Awards & Events Director en Scopen.

Specifically, al 62% of organizers are not worried that virtual events will put an end to future face-to-face events.

“It is a mistake to try to replicate in-person events digitally.”. The traditional ones have a unique experiential part that makes them very difficult to replicate since, among other aspects, you have the audience captive and, therefore, your attention. Content is still key, what is the core of the event, and the scripting of each moment now becomes more important to maintain that attention”, count from Scopen.

Virtual events, from webinars to concerts

In recent weeks we have seen how many sectors have had to adapt confinement restrictions to continue holding events and reaching their audiences..

A clear example has been YouTube, that has grown a 55% its use only in Spain since confinement measures were applied according to a study by 2btube, making it the favorite platform for mass events such as online concerts.

The same way, regarding professional events and webinars, As the consulting firm Scopen has been able to verify, The use of video platforms such as Microsoft Teams or Zoom has increased exponentially.

“More progress is being made in recent weeks than in the last five years.”. This situation has pushed us all to telework and make use of these tools that have been with us for a long time and we are realizing their advantages., such as increasing productivity when holding any meeting or meeting. Key aspects such as ease of connection, saving time in travel and cost savings in production, in addition to the possibility of using innovative technological tools, son, definitely, very positive aspects and represent an opportunity for this type of events”, Ramirez declares.

In fact, from Scopen, have been able to verify which technologies will have the greatest impact on virtual events from now on, among which augmented reality stands out, los virtual stage, and the bots.

“It is important to develop the technological part to amplify the power of the content, shorten times, generate engagement and meet the objective of maintaining the audience's attention... the great challenge that companies face when holding a virtual event. This situation is here to stay, and has pushed us to move into territory in which we still do not feel comfortable, but with time and learning, will become our reality: the perfect combination, the fading of the border between the in-person experience and the advantage of the virtual” says the director of awards and events at Scopen.