I've recently published a data-driven analysis examining how broadcast vendors are communicating in the Pro-AV space, and I thought this community might find the insights valuable.

The analysis is available here.

What's in the analysis?

I analysed 1,219 text entries from ISE exhibitor descriptions and product announcements to understand how broadcast and non-broadcast vendors position themselves differently. The findings reveal some significant communication gaps that could impact how effectively broadcast vendors connect with Pro-AV buyers.

Key findings:

• Broadcast vendors use process-oriented language (control, IP, network, distribution) while non-broadcast vendors focus on tangible products (display, LED, lighting, signage)
• Most broadcast vendors fail to specify target verticals, using generic relationship terms instead of naming concrete markets they serve
• Technical jargon remains excessive across product announcements, often clashing with claims of simplicity
• Audio vendors demonstrate more mature messaging than video vendors, likely because they entered Pro-AV earlier
• Only some vendors acknowledge partnerships and ecosystem integration - a key purchasing driver for Pro-AV buyers

Why this matters:

As more broadcast technology suppliers turn to Pro-AV for growth, understanding how to communicate effectively with Pro-AV buyers becomes crucial. The research includes practical messaging recommendations and examples of do's and don'ts.

The article also builds on my comprehensive analysis from last year on convergence drivers, ISE visitor demographics, and strategic lessons for vendors entering the Pro-AV market. This is available here.

I'll be at ISE if anyone wants to discuss these findings or explore broader industry trends.

Enjoy the show!