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Video advertising is becoming more prevalent in our daily lives. Although it was initially only available on television, the support has expanded with the development of the Internet and screens. Indeed, thanks to advertising screens, online video COMMUNICATION is now present online and in the streets.

Furthermore, according to the IRP’s various advertising market barometers, DOOH and digital advertising have experienced the most growth in recent years. Let’s learn more about the similarities and differences between these new communication standards.


Although the video is not the only medium used by these new media, it is the most common and is becoming more popular. This is directly related to the French relationship with video use and consumption. Indeed, according to a Médiamétrie study, we will consume an average of 1 hour and 03 minutes of daytime online video in 2021. (excluding television). This duration tends to increase as the audience gets younger.

Video is a quick and enjoyable way to convey information. Customers appreciate this assistance as well. Indeed, according to a Hubspot survey conducted in 2018, 54% of people wanted to see more videos from brands. In addition, 7 out of 10 consumers preferred this format over text. This is why video is the most powerful medium for online communication and advertising screens.


Aside from video, web communication and on-screen advertising share some characteristics.

First and foremost, there is a common goal: to increase sales. At first glance, dynamic display advertising is primarily concerned with gaining notoriety. Digital signage advertising, on the other hand, has been shown to have a direct impact on in-store traffic.

These two advertising tools frequently communicate with the shopping area directly. Indeed, if one encourages them to visit the store, the other encourages them to visit the related website. This is less true in the case of other forms of media.

The second commonality among its solutions is the ability to manage communication in real-time. It is possible to manage web platforms remotely, whether for online advertising or displays on a large screen.

This lets you quickly update and modify campaigns based on new business opportunities. The great strength of these tools is their ability to communicate quickly.


Although the foundations of these two communication tools are similar, some differences mean we communicate differently on the web and outside. The main distinctions are those concerning targeting. Indeed, most online communication is “one-to-one,” meaning an advertisement is sent to a single person simultaneously.

We spend most of our time alone in front of our computers or smartphones. Furthermore, the web provides access to much richer user data. This data allows one to target the specifics of the audience with whom one communicates.

While billboard advertising is based on mass communication in the public space, therefore, “one-to-many.” To reach the greatest number of people, the message must be broad. Targeting options are more limited. This could be determined by the location of the advertising screen, the time slot and day of the week, or even the weather. On the other hand, targeting solutions evolve in tandem with new traffic analysis tools.


The advent of smart screens

In terms of use, we’re seeing an increase in interactivity and personalization of the experience. The screens become autonomous when linked to artificial intelligence tools. They can tailor the messages they broadcast to the context and the viewer. For example, using facial recognition tools, advertising screens can now identify gender, age, a product held in hand, whether the person is alone or accompanied, and so on.

It is also possible to advance customer identification through smartphones and the detection of this one, as well as the presence or absence of an associated customer account. The goal is to avoid infringing on personal data. However, many will be able to distribute more relevant content corresponding to consumer consumption habits.

In the direction of a more global customer experience

The use of digital screens is no longer solely for communication but rather to improve the user experience. Thanks, in particular, to omnichannel strategies and connected tools. The goal is to establish relationships between various communication media, such as the web, social networks, mobile devices, digital screens, etc.

As a result, the massive screen serves as a relay between a global communication strategy and message personalization. This contributes to increased customer engagement. As a result, certain public spaces can play multiple roles. It is no longer only a place for consumption but also a source of information and entertainment. As a result, they become actual places of life.

A content strategy that ranges from information to interaction

The increased presence of communication screens in the urban environment forces users to provide increasingly high-quality content.

The screens enable publishing to manage the information displayed at any time and provide greater reactivity.

Communication on giant screens goes beyond simple information dissemination, thanks to the various tools mentioned above. It encourages increasing interaction, whether directly through touch or indirectly through connected solutions. Quality content now accounts for more than half of the success of a poster campaign. If the screen allows it to be seen and identified, the content allows it to be remembered and conveyed to the consumer in action.

On a structural level, we can also see the evolution of the screens. Now transparent, flexible solutions can conform to any shape and fit any surface (cf. The X7-AIR ).


Screens will be ubiquitous in 2023, according to predictions. It can be used not only to communicate but also as an LED lighting solution or as a decorative element. Screens’ technological evolution allows them to be perfectly integrated into building architecture and thus considered decorative elements. It is a true multi-purpose tool, capable of distributing information or atmospheric visuals as needed.

Screens, becoming more flexible and thin, are shaping to be digital printing media’s future. They enable the use of light and movement to add an immersive dimension. They now make it simple to switch scenery depending on the time of year or day. SMD Screens are making it easier for creative people to design the rooms and buildings of the future.