In the past, AV was a modified extra for many companies – accessed on a by-project basis, for a temporary boost in performance or appeal. As we move further into the digital future, the demand for more engaging communication is spiking a need for new collaborative solutions and the pro-AV industry is stepping up to meet this demand.
Audiovisual solutions have appeared in everything from government operations to everyday corporate and institutional settings as companies have begun to clamor for the newest equipment, innovations, and even installation and maintenance services. Today, organizations rely on AV technology more than ever to facilitate essential communications and engagement, so it’s no surprise that forecasts predict an increase in revenue for the AV industry of over $114 billion this year.
Why the AV Industry is Thriving
Transmitting a specific message is much easier face-to-face than it is through written media. When used alone, visual or audio methods for communicating are limited in ways that can easily result in misunderstandings. When combined, audiovisual communications enable us to clarify a message and ensure understanding between a group and their audience.
According to InfoComm International’s executive director, David Labuskes, the AV industry is growing faster than the economy, because AV offers a range of benefits that are essential to any successful business, including:
- Clarity – audiovisual techniques eliminate the potential for confusion regarding tone, mood, or purpose.
- Speed – audiovisual strategies allow for immediate communication with coworkers, clients, and customers.
- Retention – according to studies, people retain significantly more information when audio and visual cues are combined.
The Future of the AV Industry
The world of AV is very fluid; it constantly adapts to new technologies and solutions for communication. According to industry leader Mike Walsh, the future of this booming industry will center on the aims to understand human behavior, use appropriate data, and levy engagement. In order to take advantage of the bright future of AV, companies will need to consider:
- Engagement and Real-time Data Collection: AV technology is no longer static – it’s a method of engagement that allows professionals to track and capture data essentials for growth. New device technology, apps, and solutions like interactive screens, kiosks, and tables will promote interaction and provide feedback for success.
- Blending the Digital and Physical Worlds: As modern-day consumers become even more aligned with the digital world, AV should strive to transgress physical and digital boundaries – meaning that experiences should be available both online and offline. Users should be able to break down barriers and connect seamlessly with multiple content sources and experiences at once.
- New Technology: According to Cisco, video will account for 69% of all internet traffic by 2017. This sets the tone for a future in which AV becomes the prominent form of creative communication and entertainment. Successful businesses will look to invest in higher-quality video production and new inventions like LED video walls to take part in a truly innovative world.
No matter how many times video and audio technologies will change direction, no matter what device or media you may use in the future to interact with your audiences, one idea remains consistent: AV has a huge part to play in the ongoing world of communication.
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