Today, marketing and communication professionals have to use more and more imagination in their media planning. Their messages have to be better adapted and targeted and more reactive to sudden changes in market conditions. This has kindled the development, complementary to traditional media, of totally targeted in-house audio-visual media. The replacement of the traditional paper medium for information or advertising by a digital support, enabling real time updates makes it possible to gain in reactivity and also in aesthetic terms. One term used for this is "Dynamic Digital Signage"

The creation, administration and distribution of the content via the Internet and/or terrestrial or satellite broadcasting techniques also enables the creation veritable private television stations. To describe this we hear terms used like "Out of Home TV", "In-store TV" or "digital media". The entire gamut of these kinds of communication can be grouped under the heading of "Out of Home Digital Media".

From a technological point of view, dynamic audio-visual communication calls upon tested solutions, fruits of the convergence of information technologies. The audio-visual devices used, if they are ideally placed and display adapted content, can attract our attention, direct us, help us have patience in queues, amuse us, inform us, encourage us to inform ourselves, to consume, or to act. 

Dynamic audio-visual communication thus overturns classic strategies of communication. It is creating a revolution in customer relationships by making it possible to combine advertising and branding with direct marketing. 

It is therefore vital that marketing and communication professionals are informed and educated about the various aspects of these media, helping them to integrate dynamic audio-visual communication as one of their primary communication vectors. That is the essence of this publication – to provide all the key elements for the undertaking and management of a project. 

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