The professional audiovisual (Pro AV) industry is undergoing a transformative shift. Traditional matrix-based AV systems are steadily being replaced or complemented by more flexible, scalable, and future-proof solutions—most notably, AV over IP (Audio-Visual over Internet Protocol). For AV sales professionals, understanding this paradigm shift is crucial, not only to position products effectively but also to advise clients on technology investments that align with long-term objectives.
This blog post explores the fundamental differences between conventional AV signal distribution methods and AV over IP, outlines the core benefits of AV over IP, and highlights practical selling points that matter to modern enterprise, education, hospitality, government, and entertainment environments.
Section 1: What Is AV over IP?
AV over IP refers to the transmission of audio, video, and control signals over standard IP networks such as Ethernet. Instead of using proprietary and fixed point-to-point cabling architectures like HDMI, HDBaseT, or analog audio connections, AV over IP enables signal distribution using network infrastructure.
Key components of an AV over IP system:
- Encoders: Convert AV signals into data packets.
- Network Switches: Route the packets over the LAN/WAN.
- Decoders: Convert packets back to AV signals at the destination.
This model transforms AV distribution into a networked service, making it more aligned with modern IT systems.
Section 2: Traditional AV Systems – A Quick Recap
To appreciate AV over IP’s benefits, it’s important to understand the limitations of traditional AV systems:
Feature | Traditional AV (Matrix-based) | AV over IP |
---|---|---|
Scalability | Limited and fixed | Virtually unlimited |
Cable Distance Limits | Short (e.g., 10–100m max) | Extended (up to 100m per switch, longer with fiber) |
Signal Routing | Rigid, hardware-defined | Dynamic, software-defined |
Cost Efficiency | High for large installations | Cost-effective over large scale |
Flexibility | Low; custom for each setup | High; based on standard IT networks |
Maintenance | Complex; multiple proprietary systems | Unified through IT protocols |
Traditional AV systems are ideal for smaller environments or static installations, but they face challenges when users require:
- Centralized control
- Remote signal extension
- System-wide scalability
- Seamless device interoperability
Section 3: Why AV over IP Is Gaining Momentum
Here’s why AV over IP is increasingly the preferred approach across industries:
1. Scalability Without Structural Rework
In matrix-based systems, adding a new display or source often requires upgrading the entire matrix or adding extenders. With AV over IP, adding more endpoints is as simple as connecting additional encoders and decoders to the network.
Sales Tip: Emphasize to customers that AV over IP scales with their business growth—ideal for universities, corporate campuses, or retail chains planning phased expansion.
2. Infrastructure Convergence with IT
Modern AV systems can now run over existing IT networks, reducing the need for dedicated AV cabling. This convergence simplifies project planning and reduces infrastructure duplication.
Sales Tip: Highlight cost savings when AV shares the same infrastructure as data networks. This especially appeals to IT departments managing AV deployments.
3. Distance No Longer a Constraint
Traditional HDMI or HDBaseT signals degrade over long distances. AV over IP systems can transmit signals over virtually unlimited distances using standard Ethernet or fiber networks.
Sales Tip: For large venues like stadiums, convention centers, or multi-building facilities, distance capability is a major selling point.
4. Unified Control and Management
AV over IP systems can be monitored, configured, and managed centrally using software interfaces, often through web-based platforms or AV control processors.
Sales Tip: Stress operational efficiency. IT teams or AV operators can manage entire systems remotely, reducing technician time and travel costs.
5. Interoperability and Standardization
AV over IP embraces IT standards such as TCP/IP, multicast, and VLANs, ensuring that products from different manufacturers (when standards-based) can coexist and interoperate.
Sales Tip: Customers frustrated with proprietary lock-ins will appreciate the freedom to mix and match hardware.
6. Redundancy and Resilience
Using network protocols, AV over IP systems can be designed with failover paths and redundant links—something difficult or costly to achieve in traditional setups.
Sales Tip: For mission-critical environments (e.g., control rooms, hospitals, emergency ops centers), resilience is a top priority.
7. Cost Efficiency Over Time
While initial setup may involve encoder/decoder costs and network design, the long-term savings from simplified cabling, easier upgrades, and lower maintenance are significant.
Sales Tip: Use Total Cost of Ownership (TCO) analysis to compare upfront costs with long-term savings when justifying the AV over IP approach.
8. Support for 4K, HDR, and Beyond
Modern AV over IP solutions support uncompressed or lightly compressed ultra-high-definition signals, along with multichannel audio and metadata—matching or exceeding HDMI capabilities.
Sales Tip: Pitch AV over IP as future-ready. As display and content resolutions increase, the system won’t become obsolete.
Section 4: Use Cases Where AV over IP Excels
🎓 Education
- Distribute content across multiple classrooms
- Centralize AV control in IT departments
- Integrate live streaming for hybrid learning
🏢 Corporate
- Simplify meeting room integration
- Distribute digital signage company-wide
- Enable remote troubleshooting and monitoring
🏥 Healthcare
- Share imaging across ORs, diagnostics rooms
- Secure video routing for telemedicine
- Integrate with hospital-grade IT infrastructure
🏨 Hospitality
- Deliver 4K video to hundreds of guest rooms
- Integrate control with room management systems
- Broadcast live events across venues
🛍️ Retail
- Manage video walls and advertising displays
- Update content from a central dashboard
- Scale systems as store locations grow
🎮 Entertainment & Events
- Route live video from multiple sources
- Feed displays, projectors, and broadcast gear
- Integrate audio, video, and lighting systems seamlessly
Section 5: Overcoming Sales Objections
When presenting AV over IP, sales professionals may encounter common customer hesitations:
“Isn’t it too complex?”
Response: AV over IP systems are designed to be intuitive, and most configurations are handled through user-friendly software. With proper documentation and training, IT teams find it easier than maintaining legacy AV setups.
“Our IT team doesn’t want AV on their network.”
Response: AV can run on a separate VLAN or even a dedicated network if desired. It doesn’t have to interfere with existing data traffic. In fact, many AV-over-IP deployments use managed switches to maintain quality and isolation.
“Why change something that works?”
Response: Traditional systems work until they don’t scale, become outdated, or fail without redundancy. AV over IP ensures long-term flexibility, easier maintenance, and smoother upgrades—protecting your investment.
Section 6: Key Selling Strategies for AV over IP
To effectively sell AV over IP solutions:
- Lead with the Problem – Understand the customer’s pain points with current AV infrastructure.
- Quantify Scalability – Show real numbers and visuals comparing expansion cost between matrix and IP-based systems.
- Build Alliances with IT – Bring the AV and IT teams together during discovery to align expectations.
- Showcase Live Demos – Demonstrations are critical. Seeing matrix switching vs. network switching in action is persuasive.
- Offer Training and Support – Bundle onboarding, training, and documentation with your proposal.
- Frame for the Future – Sell AV over IP not just as an upgrade, but as a long-term architecture shift toward smart, interconnected environments.
So, Where Do We Go from Here?
As the lines between AV and IT continue to blur, one thing becomes clear: the way we design, deploy, and deliver AV experiences is evolving fast.
AV over IP is no longer just a buzzword—it’s a shift in mindset. From scalable architecture to remote management, from longer cable runs to total control room flexibility, it opens a world of opportunities.
But here’s the real question:
Are you ready to lead that conversation with your clients—or just follow the trend?
If your clients are asking for flexibility, growth, and future-ready solutions, AV over IP might just be the missing piece in your sales toolkit. And the best part? You don’t need to be a network engineer to sell the value—it just takes the right understanding, the right positioning, and a little curiosity.
So, what’s next?
→ Will you rethink how you pitch your next boardroom, classroom, or control center project?
→ Will you explore how your AV systems could benefit from IP infrastructure?
→ Will you be the one who helps your clients make smarter AV decisions—before someone else does?
The networked future of AV has already begun.
It’s time to plug in.