The circle of content digital

Content is King. Oh, really?


This all-purpose expression resonates in any meaningful discussion about the digital out-of-home (DOOH) industry. It is a statement that is both deep and deeply truthful. It concisely and eloquently sums up the secret to achieving success with this still-emerging medium, namely, content quality and relevance.

Since 1999, the DOOH market has grown at a phenomenal rate. We have seen thousands of projects materialize during this time. A veritable "race for space" in gas stations, retail establishments, airports, public areas, taxi stands and so forth. With a highly diverse range of styles of execution and content. And a dynamic that recalls the frontier spirit of the Old West. Amid a market revolution that would ultimately justify its presence in the media landscape, i.e., the fact that today's consumers are constantly on the go, and it's up to us to reach out to them wherever they may be.

A decade later, although the medium of DOOH is now firmly established, the game is barely under way. The star player is unquestionably content. And our ability to develop content and projects that are more adapted to the eclectic distribution contexts that exists within the industry, which is increasingly in synch with the branding imperatives of today's market. Content and projects that will be able to capitalize fully on available technologies. Benefiting the target audience and addressing key business issues. While helping the industry and the technology to grow and thrive.

Enter the DCC.

As DOOH developers, strategists and content creators, we hope to be at the vanguard of this evolutionary process. And on the front line of promoting best practices for a medium that will shape the marketing environment over the next 25 years.

Content may be king in theory, but too often reality relegates it to a secondary part in the planning and execution of a DOOH project. Content must therefore adopt a more commanding role. And take its rightful place.

The mission of the DCC - the Digital Content Circle - is to contribute to the advancement of the medium, to the project development process and, above all, to the calibre of digital content output. Throughout the stages of its creation, from its relationship with technological innovation and other media, including smart phones and online applications, to the ability to control distribution contexts, manage technical issues and measure its impact on its milieu - be it retail, corporate or public venue.

This is our pledge as a member of the Digital Content Circle. It is our responsibility - every day - in the way we serve our clients and partners and in the way we develop projects and animated, 3D and interactive content.

The DCC is not a professional association or a place where neglected artists come to commiserate. It is a long-term initiative designed to provide food for thought and stimulate dialogue with respect to content creation and the conceptualization of a medium for which the rules are still largely undefined. It is an open forum, where industry stakeholders are invited to share their experiences, first-hand observations and tricks of the trade. For the benefit of the DOOH industry. And those who watch us.

Content is king. Long live the king...

Denys Lavigne (Arsenal Media) and Olivier Debin (Dagobert)