With the countdown to IBC2025 almost over, TVBEurope once again offers some top tips for attending the show, whether it’s your first IBC or your 20th!
Sadie Groom, Bubble
Apparently, this is my 28th IBC, so here are some tips:
- Print out your schedule for the show—it won’t run out of battery, and you don’t have to worry about time differences
- In the top right-hand corner of Hall 7, there is a great sandwich counter, which has a few high tables and is near the toilets!
- If you are exhibiting, make sure your team is briefed to not be head down, shoulders crunched on their phones when there is no one on the stand, apart from being very unwelcoming, it’s bad for your posture
- If you are exhibiting, ensure that your leads collection system has a way of marking how hot, warm or cold a lead is—there is nothing wrong with an old-fashioned notepad to record these somewhere, alongside the digital system
- If you are visiting, only get your badge scanned for content or contact you really want post-show. Iif you get into the badge scanning Olympics, you will just end up deleting everything when you get back to an inbox of doom
- Enjoy it! I have made some of my best friends through the show, there are much worse places to be working over the weekend.
Alison Pavitt, Blue Lucy
If you see that person – STOP! You won’t ‘catch them later’. You won’t ‘swing by their stand’. You’ll shout ‘Let’s catch up!’ across the aisle…and never see them again. They’ll vanish into Hall 8 like a broadcast ninja. So if you run into someone you actually want to talk to… stop. And anyway, we all know that the best meetings at IBC aren’t in your calendar—they’re in the aisles (and, to be fair, the bars).
Elodie Levrel, Broadpeak
Prep, prep, prep! As IBC is a very big show, the best way to make the most of it is to get organised before arriving in Amsterdam. Once you’re there, everything goes very fast! So plan ahead, but also leave room for spontaneous meetings, last-minute exhibitors that you will find out about only onsite, etc.
Preparing ahead can also help reduce your carbon footprint: pack a reusable bottle of water, some reusable bamboo silverware for your lunch salad, and your reusable coffee cup to reduce your waste! Research and book restaurants that serve seasonal, local food. Pre-book a bike to ride to the show!
Deborah Cross, Rise
From my personal experience (21st IBC this year…), hands down, my top tip is to make sure you pack a packet of Vocalzone Throat Pastilles. They are amazing and will prevent you from sounding like Marge Simpson by day two!!
Lesley Marr, NXTGENbps
Track your steps on a smartwatch or your phone and you’ll be amazed at how far you walk each day. When you see the results, you will realise why you feel so tired when you get back home.
Air con, alcohol and heat really affect your body, and you’ll run out of energy quickly if you don’t hydrate and eat enough. It’s tough to grab proper food during the day at IBC, so start with a good breakfast and carry snacks like nuts, fruit or energy bars, avoiding sweets as they only give a quick high followed by a slump.
Noemie Galabru, Witbe
Preparation is everything. As a visitor, define your goals early, study the exhibitor and attendee lists, and dig into the agenda. Do your homework to get into the right rooms and conversations.
Exhibiting? Then prep matters even more. Tradeshows are big investments, and ROI depends on visibility, engagement, and memorability. Be both simple and specific in your messaging but also go beyond the sales pitch. Offer something practical and unexpected that solves a real need. You’re not just marketing to clients; you’re connecting with people. Thoughtful touches leave lasting impressions.
Kristan Bullett, Humans Not Robots
Dress well (this is a party not a funeral), ride a bike (my hotel rented one to me last year), take notes (I’ve already forgotten half of what I’ll learn at IBC2025 this year… and we haven’t event got there yet), carry a re-usable water bottle (loads of stands will be giving them away), carry a re-usable coffee mug (I grabbed a free branded one from XRoadMedia last year) take a bike-seat cover (or bring a shower cap from the hotel), remember sunglasses (or b-line to a free pair in the Bitmovin stand), get some sleep and remember to eat. And have fun!
Kelly Fitzgerald, Breakaway Communications
When it comes to being at IBC and shows like it, there are so many things one should do that if you weren’t a veteran tradeshow attendee, you would never think of it. Some of my top tips as a PR professional include:
- Bring cough drops for your execs and yourself to help soothe those scratchy throats that will be in overdrive thanks to all the meetings you’ve hopefully booked!
- I like to wear something with pockets, which is not always a given for women. This allows you to avoid bringing ALL your stuff for those quick trips across the hall. You can simply put your business cards and phone into your pockets and leave everything else.
- I also store business cards in the back of my IBC badge, if possible, which leaves me with very little to carry when I walk the show floor.
- And if you’ve got the time, try to find a couple of sessions you really want to attend to get smarter and give your feet a break
Judit Oppermann, Pebble
For me, IBC is fundamentally about building and nurturing relationships. So, my top tip? Plan your meetings ahead of time. However, don’t assume everything will go exactly as scheduled. Often, the most meaningful conversations arise unexpectedly, whether it’s a chance encounter on the show floor or an impromptu chat following a session. I always approach the event with a clear structure in mind, but I make it a point to remain open and approachable, because you never quite know where the most valuable moments will emerge.
Kieran Phillips, CJP
Go in knowing which technologies or workflows you want to understand better. IBC is huge and can be overwhelming, but having clear objectives means you can focus on what’s relevant and come away with insight you can actually apply.
Ian Nock, IET Media
I will start with the top tips that I have after attending IBC over 25 times (this year will be my 26th).
- Comfortable, worn shows x2, worn on alternating days—a change is as good as a rest.
- Compact umbrella. Half the time it rains, half the time it is sunny as hell.. You never know which.
- Book meetings for no more than 50 per cent of the time, save 50 per cent of your time for the serendipity of stuff you did not plan
- Take advantage of all the sessions that you can attend—you don’t have to be in the paid conference to learn important and critical things about media technology, the industry trends and what is going to be important to you in the next 12 months.
David Kaszycki, Beam Dynamics
The most authentic conversations happen at The Beach. I recommend moving to The Beach (outside in the middle of the RAI) in the late afternoon to have casual meetings in a fun environment. Those who know about The Beach also know that it’s one of the best places for meaningful customer interactions and to meet new people without the formality of being at a vendor’s stand.
Avi Yampolsky, Operative
This year, many exhibitors will be touting new AI features, but true innovation goes beyond the buzz. IBC is the perfect time to explore how AI is transforming media operations across content management and ad-revenue management. Take the opportunity to get hands-on demos that show how the automation of AI is accelerating workflows today, how smart content systems are streamlining scheduling and rights management, and how integrated revenue platforms are enabling more dynamic, data-driven monetisation strategies. Don’t just hear about the future—see it in action.
Els Baele, director of strategic marketing at ST Engineering iDirect
Plan to meet, but leave space to discover. The best opportunities come from conversations you never saw coming. Make every minute count (you only get four days). Wear comfortable shoes. This isn’t negotiable. Say yes to every networking event you can physically handle. The reality: It’ll be over before you blink.
Want more tips? Check out last year’s article.
