The Evolution of AV in Live Events: From Support Role to Critical Success Factor
Leah Wean
SVP, Customer Experience
Over the past decade, AV has evolved from a behind-the-scenes necessity into a defining factor in live event success. Today’s attendees expect more than just a well-organized event—they anticipate an immersive, engaging experience that leaves a lasting impression. From audience expectations to brand messaging and event ROI, seamless AV is no longer optional; it is essential.
So how can meeting and event planners fully leverage all that AV has to offer? Let's explore five priorities that our customers consistently highlight when it comes to AV in live events. After this article, I hope you’ll feel more confident in collaborating with your in-house AV team to elevate your next event.
We'll cover the following areas:
- Attendee Experience
- Brand Messaging & Storytelling
- Avoiding Technical Failures
- Engagement & Audience Interaction
- Event ROI
AV Defines the Attendee Experience
Imagine you're sitting in the audience at a large general session, waiting for the event to begin. What's running through your mind? "Will this be the same as last year?" "I hope there's something exciting or unexpected." Now, picture the lights dropping as high-quality audio fills the room alongside immersive visuals. And suddenly, you're engaged before a single word has been spoken.
This is the power of AV. These elements are no longer just enhancements, they're expectations. When AV is executed well, it can be transformative. But when it fails, even the most well-planned gathering can feel disjointed and unprofessional.
Brand Messaging and Storytelling Depend on AV
If your goal is to reinforce brand identity, AV is the perfect medium to achieve this. Without high-quality AV, branding efforts can fall flat and fail to make the desired impact.
Want to guarantee your attendees walk away with a strong connection to the brand message? Seek out experiences with LED walls displaying customer visuals, or projection mapping that transforms your space! When executed correctly, these elements leave lasting impacts on the audience, ensuring they walk away as engaged advocates for your brand.
Technical Failures Can Derail an Event
Think back to an event where AV either disrupted or disappointed your experience. A microphone cutting out mid-speech, a video freezing at a critical moment, or lighting leaving a keynote speaker—these can quickly break attendee engagement and create frustration.
All the more reason why AV has become a critical success factor for live events—which is why AV planning should begin early. In my experience, I've learned the incredible value of involving the in-house AV team from the very beginning of an event's planning process. This early collaboration is crucial for anticipating potential challenges and developing proactive solutions.
AV Drives Engagement and Audience Interaction
The demand for events to be more interactive continues to grow, and planners are consistently looking for opportunities to engage their attendees. We believe AV to be a crucial component of that strategy. Live polls, gamification, real-time content integration, and hybrid streaming are just a few ways AV enhances participation. When leveraged correctly, these tools can turn passive attendees into active participants—increasing energy, meaningful engagement, and overall event success.
Event ROI is Directly Linked to AV Quality
It's no secret that AV's value can sometimes be difficult to quantify, but its impact on event ROI is undeniable. A well-executed AV experience enhances sponsorship visibility, boosts audience participation, and increases social media shareability.
We know that attendees are more likely to share an event that impresses or excites them, so why not lean into the AV experience to help expand reach beyond the venue? This is a surefire way to give sponsors additional benefit from high-quality branding appearing both live and in post-event content.
AV is no longer a background component of live events—it is a critical success factor that drives engagement, messaging effectiveness, and overall event impact. By working closely with your AV team, planning early, and prioritizing quality execution, you can ensure your next event delivers an unforgettable experience.