Advertising events are more in-person than virtual for 2022

“Virtual events have enabled the industry to move business forward and helped keep connections in place during lockdowns, and they continue to play an important role in facilitating attendance at conferences and webinars,” said Bill. Daddi, president of DBC Brand Communications, which operates the DBC. Industry calendar—in a press release. “But the desire for genuine face-to-face interaction and the benefit of meeting new contacts and seeing old friends in hallways and boardrooms are certainly strong.”

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Despite a plurality of 2022 events planned for in-person formats, the majority still contain virtual components, and virtual-only events remain almost as common as those held in person. Virtual and hybrid formats will continue to be used for their great convenience, Daddi said.

In the nearly two years since the declaration of the coronavirus pandemic on March 11, 2020, the ebbs and flows have taught the industry that the future is anything but certain and that the next surge of COVID- 19 could be imminent. Last month’s CES, for example, saw a last-minute pullout from many exhibitors and merchants, such as Procter & Gamble and General Motors, due to the omicron variant.

While the next flagship media and tech event, SXSW, is expected to be primarily an in-person show (March 11-20), it will also contain virtual components. Other events scheduled later this year that were recently virtual, including Cannes Lions, are also currently scheduled for hybrid formats for 2022.

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