FAQ & Lexique Digital

What is digital media ?

Before defining what digital media is, be aware that it is found under several names : digital signage, dooh (digital signage out of home) digital display or dynamic audiovisual communication . Thus, the digital media refers to the display of advertising or informative messages on digital screens out of home.


What is a classic digital media solution made of ?

A digital screen solution (or digital media) is based on three primary components that are a flat screen, a player and a server or an online multimedia content service. The complexity of these components then varies according to different parameters : display size, diversity of broadcasted multimedia content, degree of interactivity with the audience, durability of materials used and level of customization.


To which communication goals does it answer ?

The digital screen solutions let sales places greet public, disseminate information on products, promotions, or to communicate about brands and even to entertain and occupy public. They also offer the opportunity for companies to communicate internal information through media such as newspapers. Finally, the digital screens can inform and guide the passers in public places in an innovative and effective way.


What are the advantages of digital screen ?

The digital display opens many opportunities in the relationship between the brand and its customers / employees. It allows to update data quickly, disseminate a multiple and configurable information, adapt messages in time and increase their number.


What will it cost ?

The cost of a digital screen solution is difficult to determine because there are no defined offers. The level of complexity of the digital screen project determines alone the deployment cost of the solution.


Is there an association of professionals in this sector ?

Yes, the DMAF aims to promote and defend the interests of digital media, new ground of expression for brands and retailers. Founded in 2005 under the name of APCAD Association for the promotion of dynamic audiovisual communication, it was renamed to Digital Media Association France (DMAF) in 2010. It now represents all market players (governed , content providers and equipment, consulting agencies ...) and brings together all trades for greater integration projects in the French advertising and media landscape. Today, the DMAF has over 50 members, including TMM Communication.


Digital Lexicon


Animation : to set in motion stationary elements (logos, image muse, products, symbols, typography etc.) of an extremily impacting and attractive animated content (for example an advertising animation, informative, product animation, corporate, institutional, etc.).


Big Data : datasets mostly from the many platforms and web tools.

Branding : Branding is a marketing technique or advertising that seeks to position a brand in the consumer's mind, so that it is recognizable by consumers and associated with one or more of its services or products.


Credits : Loop signature, it marks the beginning or end of the program cycle.

CMS : A CMS (Content Management System) is a software family for the design and dynamic update of multimedia applications (or web sites).

Corporate communication : Opposed to brand and product communication, it is company itself oriented communication : its history, its expertise, its achievements, values, etc.

Connected Store : A connected store is a place of physical sales that has one or more interactive devices connected available to its customers and its vendors.


Digital Signage : Digital Signage is a communication tool that advertises in public places on a screen from a projector, on a picture wall or even a video wall, with all kinds of information.

Digital Media : digital content (text, graphics, audio, video, etc.) that can be transmitted over the internet or computer networks.

Display : term for Internet advertising with purchase of space and inserting graphics or visual elements declined in several formats. The display word was created to distinguish between traditional internet advertising (display) and commercial links campaigns (search).

DOOH : DOOH is the acronym used to refer to digital outdoor advertising. DOOH means Digital Out-Of-Home. DOOH term is used particularly to distinguish between digital "out of home" display of digital web advertising.

Digital marketing : Digital marketing means all the marketing techniques used on media and digital channels.

Digital program Signature : This is the animation of your logo or the thought and the creation of a specific logo for this digital program. The signature can reflect the identity, values and positioning of the digital program.

Digital Watch : Keeping abreast about new products, the latest technological innovations. As a professional, watching is essential today.


Editorial : the textual content of your newspaper. (Editorial line : the axis, the communication tone of your choice for your newspaper.)



Gabarit : it defines an architecture, a structure, graphics and effects that are materialized and fixed on a given medium.


Hardware : means everything material, opposed to software, which means programs, software or CDs.


IT Integrator : An IT integrator is the person responsible of integrating the work of several teams of programmers and deliver the finished product on a regular basis. His role is to assemble the tools, software, software packages to operate a group of subsystems of different origins.

Interstitial : Animated of fixed micro-cut which is interposed between 2 contents (lighter than a jingle).


Jingle : Small theme that marks the beginning of a topic, it lasts between 5 and 10 seconds. It comes depending on the introduced topic to capture the viewer's attention during a change of information.


KPI : This is a key performance indicator that measures the progress made (or to make) to achieve a strategic goal. A KPI (Key Performance Indicator) can meet the following objectives : evaluation, diagnosis, communication, information, motivation, continuous progress.

4K : The term 4K refers to the definition of an image : in the original standard, a base formed of 4096 pixels - which is also the size of 4 kibibytes - 16/9 format, twice as many pixels in height and width compared to the Full HD standard, making it an image with four times the pixels, so rendering 4x sharper.


Loop : A loop is a set of elements joined end to end that will compose a broadcasted program and repeated.

LED : An LED is a low-power and long life diode. Today it is an essential component increasingly used in various fields such as digital signage, lighting, television or computers screens, decoration etc.


Multimedia Integrator : A multimedia integrator is the person responsible for integrating the work of programmers, designers and developers before the finalization of an interactive multimedia product.

Mask : see Template.

Model : specific to TELELOGOS – see Template.


NFC : Near Field Communication. Data exchange technology, without contact, at a distance of a few centimeters. NFC enables communication between a reader and several terminals (eg downloading files between a mobile phone and a computer, payment via mobile phone etc.).


Omnichannel : for a brand or a distributor, the "omnichannel" strategy is to go where consumers are located, regardless of the channel (web, mobile, paper, tv ...) and prevent them to go elsewhere.


Player : A player is a professional computer that can store, manage, distribute, receive and send information to screens and the server. A player sends and receives information in both directions : it can search information on the servers to send to the screens, or collect the info via the screens back to the servers.

Program : succession of the various elements (jingle, mask, animation, section, flow etc.) assembled and broadcasted to a program.


QR Code : A QR code is a type of barcode in two dimensions consisting of modules (usually black) arranged in a square. The layout of these points defines the information that contains the code : to decrypt it simply scan it via a dedicated application (eg smartphone).


Respiration : a pause created in a loop to cut the diffusion rate of repeat content and to diversify the information.

ROI : Return on investment : ROI is a percentage which measures the amount of money earned by an advertising investment.


Section : various themes that can cut and position content (eg welcome section, sports section, promotion section). These items are used to segment and group content in specific categories to induce a clear identification with the viewer and better weighting.

Stream : content or data broadcast according to a given frequency. It can have various shapes (information stream; XML data, video streams etc.) and can be either automatic or manual.

Slide : equivalent of template, it is a variation of a mask from a model.

Server : A computer that stores and provides data and / or files to other computers connected to it.

Set Design : staging space.

Software : The software refers to computer programs or CDs, opposed to hardware which is the material in general.

Storyboard : Cutting the scenario of a movie where each scene is illustrated by one or more drawings.


Template : A template is a layout pattern where we place images and text. Also, it is often repeatedly used to create documents having the same structure. The template allows significant time savings and standardization of the presentation because the format is defined only once.

Theme : A theme is a set of customizable parameters that define the skeleton and the appearance of a support.



Widget : Accessory installed on the terminal desktop or on a page, which provides access to services or information of your choice, it is updated in real time.




Zoning : Cutting space in areas. It is a management technique to reserve space for a particular purpose (text, image etc.)