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BREAKING NEWS & VIEWS
Pretty Picture: Nielsen’s Virtual Photog Fest Snaps Up Leads  Shows from last spring. Across two shows held two weeks apart in late May and early June, the program was aimed at pros and advanced amateurs. Content included virtual booths, one-to-one chats with vendors, panel discussions and presentations. Nielsen relied on the On24 Virtual Show platform. Nielsen credits the success of the shows to its two-part deployment that let the publisher target two related constituencies. The late May show was customized more for professional photographers, while the second was aimed at the “prosumer” or serious amateur market. The early June show was closer to Father’s Day and included a consumer e-commerce piece that lets visitors buy equipment directly from vendors at the exhibit booths. In the case of the latter show, the publisher was providing exhibitors with a fully closed sales loop, from lead to end unit sale. The first show helped build exhibitor excitement and expectations for the second show. While Nielsen would not disclose specific costs, the typical virtual trade show ranges from $20,000 to $50,000 in platform licensing fees. The booth rate for exhibits ranged from $3,000 to $15,000 according to level of integration. Different levels of sponsorship include increased levels of lead-generation access. For the May event alone the virtual PDN show attracted 15,000 registrants who visited on average five booths per attendee. About 1,200 one-to-one chats between visitors and vendors on site took place. There were nearly 7,000 webcasts launched and 22,000 documents opened. According to Nielsen, launching a free show that offered a playground for photographers led to the highest registration numbers they had seen for the PDN brand events, and exhibitors have asked Nielsen to expand the program. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Manager, Digital Media, NCC Media
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