This year, the EMC Outdoor team traveled to nearly a dozen convention markets to support our association, non-profit event organizer, and corporate exhibitor partners with out-of-home (OOH) sponsorships. From the East Coast, to Chicago, up to a mile high in Denver, and multiple cities in sunny California – we spent over a month watching attendee behavior in convention markets in 2024 alone. Combining this research and boots-on-the-ground experience with our 33 years of conference marketing insights, we’re pleased to share conference marketing trends for 2025 that exhibitors and sponsors can implement to delight the targeted event attendees gathered together for a limited time – a marketers’ dream come true!

There are always changes in conference marketing, but here are a few important trends we see taking center stage:

  • AI as an Exhibitor and Advertiser Feedback Tool
  • Sponsored Wellness Lounge
  • Gamification
  • Sustainability
  • Immersive Technology

AI Tools For Both Organizations and Exhibitors:

The biggest topic of 2024 was AI, so it’s no surprise that it will be one of the big conference marketing trends for 2025 (and beyond). New capabilities are being rolled out daily, and as more companies begin to use AI beyond simply experimenting with ChatGPT, that rate will increase. AI will continue to progress and make our lives more efficient. Our friends at Freeman have a helpful blog for event professionals and marketers to explore the options.

For event organizers there are several ways to start capitalizing on AI. Event organizers could use the data from cameras monitoring exhibit hall traffic patterns and provide evidence that this corner island has the most traffic.

The premium price set for the real estate would be supported by the intelligence gathered from the cameras – it could probably even recognize and analyze when attendees are walking by quickly en route to another engagement or more slowly carefully evaluating the booths surrounding them to help industry partners make data-based location decisions that justify premium prices.

Organizers could also use AI agents to conduct booth sales and convention center tours. Imagine an exhibitor walking the show floor, picking their booth, seeing any obstructions, and finding the perfect locations for their hanging banners.

I’ve given those in-person tours that pull everyone away from the office and require hotel nights, meals, and travel expenses – these will soon be expenses and time gained by exhibit sales professionals, event organizers, and industry partner teams.

AI For Optimizing Booth Experiences:

When it comes to AI intelligence that can support exhibitor retention, IMEX and IAEE have partnered with Zenus.ai to use ethical facial analysis that helps booth personnel learn what works and what doesn’t by recognizing happy faces and disinterested customers. Exhibitors use the live dashboard to monitor the behavioral insights with 95% accuracy privately without any personal data. Organizations can use this information to help steer their exhibitors toward more effective booth practices, providing a valuable service that will improve the return on their investment.

Of course, AI will also become more popular in the booths themselves. Interactive AI agents can become additional booth staff to augment what the human staff can do. They interact with attendees while the human staff is busy, provide product demonstrations with extraordinary levels of detail and instant answers to any questions, schedule a time for a follow-up visit, and more. This will help exhibitors optimize the booth experience for attendees and make the most out of the potential lead generation.

Have you ever interacted with a booth staffer who was too new to truly understand the company or product? Maybe they didn’t talk fast enough for your tight schedule?

AI will solve that inconvenience and provide product demonstrations concisely.

AI offers promising advancements that have potential in OOH too. Advertisers of the future may be able to receive real time data about the attendee or public’s perception of their campaign to fuel the development of future marketing messages. When the feedback is instant, and the campaign is digital – think Times Square in New York City – the AI will be able to adjust digital creative in real-time based on who is passing by and their demographics, behavior, and location to make the marketing messages and content more dynamic. OOH marketing of the future will be smarter, more engaging, and responsive. EMC Outdoor is actively working to implement AI technology in our OOH campaigns.

A robot provide assistance to attendees at a professional conference

Sponsored Wellness Lounge:

But despite what we may be reading about everywhere we turn, AI is not the only thing happening. It may be a result of the great emphasis on technology, but there is also a renewed focus on the human element. Wellness — both our physical and mental health — is an ongoing priority for attendees. EMC Outdoor can work with sponsors to design welcoming and relaxing spaces that allow attendees to relax and take a break.

We can organize yoga, massage, or guided meditation and incorporate sponsor messages into the décor. Experiential activations like this can also be used for themed receptions and parties. Immersing attendees in on-brand experiences that transport them to a better place and leave memorable impressions. Experiential activations extend the reach of OOH beyond the conference attendees by delivering powerful earned media when participants share their photo opps and use trackable hashtags on social media.

A gratitude lounge and interactive wall being used as conference marketing

Gamification of the Conference Experience

Gamification continues to grow in event marketing and attendee experience.

Using gamified AI recycling solutions, event organizers can help improve recycling accuracy up to 95% by introducing these units to the convention center. Attendees show their disposable items to the AI technology placed behind the bins and are guided to dispose of it correctly with the assistance of AI technology and custom programming that supports the venue’s protocol. Event organizers can gamify the experience, award prizes, save the planet, and provide sponsorship opportunities to multiple exhibitors and sponsors!

Other gamified experiences like pickleball will continue to delight attendees with movement, competition, and fun during conventions. These courts and custom swag – paddles, koozies, and towels – also provide fantastic opportunities for highly visible sponsorships! Our team can help design and activate a memorable experience with enthusiastic on-site personnel to guarantee success and keep the court filled with happy attendees.

In the dynamic world of conferences and events, sustainability has emerged as an important priority for organizers, venues, and participants alike. The shift towards more environmentally conscious practices is no longer just a trend—it’s becoming a fundamental expectation in the event industry. Forward-thinking event professionals are reimagining every aspect of conference design to minimize ecological impact and create more responsible gathering spaces.

Venue selection is an important first step in this process. Conference organizers are now evaluating potential host locations based on their environmental credentials, seeking out LEED-certified buildings and venues powered by renewable energy sources. By prioritizing these types of facilities, they are showing a commitment to sustainability that resonates with environmentally conscious attendees and exhibitors.

Exhibit design is also undergoing a significant transformation. The days of wasteful, single-use booth materials are slipping away. Instead, companies are embracing low-waste and zero-waste design principles, utilizing recycled materials and creating booth experiences that minimize environmental footprint. Digital technology plays a crucial role in this shift, with event apps replacing printed programs, QR codes substituting traditional brochures, and digital badges becoming the new norm.

This holistic approach to sustainable event management isn’t just about reducing waste—it’s about aligning with growing environmental values. By prioritizing green practices, conferences are not only reducing their ecological impact but also demonstrating leadership in corporate responsibility.

Immersive Technology: Revolutionizing Conference Experiences

This header makes me sing “Take Me Away…” by Natasha Bedingfield in Pocketful of Sunshine.

Immersive technology transports us to a better place. Extended, virtual, and augmented reality will continue to grow and be used to immerse attendees in interactive ways. Immersive technology is rapidly transforming the landscape of conference engagement, offering attendees experiences that go far beyond traditional presentations and booth interactions. Extended reality (XR), virtual reality (VR), and augmented reality (AR) are no longer futuristic concepts—they’re practical tools for creating memorable, interactive experiences.

Imagine walking into a conference and being transported into a 3D demonstration, where you can manipulate virtual prototypes, explore complex systems, or walk through architectural designs. AR-enabled conference badges might provide instant LinkedIn connections, real-time translation, or personalized session recommendations. VR can allow remote attendees to feel like they’re physically present, breaking down geographical barriers and expanding event accessibility.

For exhibitors and sponsors, these technologies offer unprecedented opportunities to create sticky, shareable moments. A healthcare technology company could use AR to let attendees use medical devices, while a software firm might design VR that demonstrates their product’s capabilities. These immersive experiences don’t just showcase products—they create emotional connections that traditional marketing can’t match.

The power of immersive technology lies in its ability to transform passive observation into active participation. When attendees become part of the experience, they’re more likely to remember, engage, and ultimately, convert. As conference design evolves, those who master these interactive technologies will set new standards for engagement and memorable brand experiences.

Out-of-Home can utilize similar engaging technology to transport attendees when they engage with media encountered along their conference journey. When attendees remember a brand, product, or service – they are more likely to buy. How would you feel if you saw an ad like this at your next convention? EMC Outdoor can make it happen for your exhibitors and sponsors.

The Conference Marketing Outlook:

Conference marketing trends for 2025 will evolve to focus on creating immersive, wellness-oriented, and data-driven experiences utilizing AI. From sponsored wellness lounges to gamified recycling solutions these trends aim to enhance attendee engagement while promoting sponsor visibility. These innovations promise to elevate convention experiences, making them more interactive, eco-conscious, and impactful for attendees and brands alike.

Now is great time to explore an OOH sponsorship partnership with EMC Outdoor! Read more to understand if your conference is ready and schedule a consultation.

About the Author

Dana Johnston, MS, CMP, is the Vice President, Client Partnerships, Trade Show Marketing at EMC Outdoor. Prior to her work in this capacity, Dana led corporate relations and sponsorship teams at two medical associations over a 15-year career. She serves on the Leadership Advisory Board for The Professionals for Association Revenue, PAR and is also an active member of ASAE, IAEE, and PCMA. Dana is excited to create partnerships that help event organizers, industry partners, and conference attendees win through the power of OOH.