Glossary

Digital signs that are used partly or exclusively as an advertising channel are referred to as an adscreen. At the same time, the term adscreen also refers to the advertising channel, which includes all adscreens. The medium adscreen is a part of the digital Out-of-Home advertising market (DOOH).

Cloud computing refers to the provision of computer-based resources such as computing power, storage space and software over the internet. Instead of operating these resources locally on our own computers or servers, they are hosted in remote data centres and made accessible through the internet.

Content automation refers to the automated creation, management and distribution of digital content to make the process more efficient and enable personalised output on a range of channels.

A Content Management System (CMS) is a piece of software that is used to create, edit, organise and publish digital content such as text, images, videos and other media. A CMS allows users to manage content on a website without having extensive knowledge of web development or programming. It provides a user-friendly interface that makes it easy to create, format and publish content, as well as the ability to manage the structure and design of the website. A CMS makes it easier for multiple users to collaborate and manage large amounts of content efficiently.

Our Creative Advisory forms the centrepiece of communication between clients, motion designers and various internal departments. As a central interface, it coordinates all relevant processes - from the initial customer enquiry to the final implementation.

Our client consultants work closely with other departments such as Business Development, Solutions, Project Managers, Operations, Sourcing/Finance and the creative and technical teams such as Creation, TnA and our partner dise. They ensure a smooth process by clearly identifying customer needs, translating them into creative concepts and managing the implementation with the relevant specialist departments.

In a cross-media campaign, an advertising idea is networked across multiple media. The strength of each medium is used, and the target group is skilfully guided through several levels of communication and interaction. Cross-media is the latest and most complex form of communication with any group we wish to target.

A subgroup of out-of-home advertising where the advertising media receive and reproduce the content digitally.
 

Digital signage refers to the market of dynamic, electronic surfaces that are installed outside of the home. These surfaces (digital signs) are used to provide entertainment, information, as an advertising channel or as mixed forms of these.

(also called 1.77:1 or correctly rounded 1.78:1) is a term used in video technology to describe the ratio between a picture’s width and height.

React Native is a cross-platform framework for mobile app development. It allows native apps to be developed for iOS and Android using JavaScript and the React library. Developers can create apps for both platforms efficiently using native features and performance by selecting reusable components.

The English term "Full HD" means completed and translates as "completely high definition". This usually refers to the property of an HDTV-capable device (television, DVD player, set-top box, games console, etc.) that can display the highest possible resolution in high definition.
 

Gamification refers to the use of game-like elements in non-game contexts – for example in apps, digital signage or interactive campaigns. The goal is to positively influence user behaviour and increase engagement through motivation, competition or rewards. Points, leaderboards and challenges are typical mechanics used in gamification.

Interaction design refers to how the interactions between users and digital products or services are designed. It focuses on how users interact with an interface, what actions they can perform and how the system responds. The goal of interaction design is to create a seamless, efficient and satisfying user experience by making interactions intuitive and user-friendly.

LCD (Liquid Crystal Displays) screens are flat screens based on liquid crystal technology. Applying electrical voltage to the liquid crystals allows them to change their orientation and allow light to pass through or be blocked. This is how an LCD produces images and text.

LED (light-emitting diode) screens consist of red, green and blue LEDs. These LEDs are controlled digitally. An associated image computer converts video and data signals to the corresponding size of the screen. The LED screens can be found in railway stations and sports stadiums. They are very large and, most importantly, very bright.

The various pieces of content in a broadcast programme are often repeated in loops. Ideally, the length of the loop is based on the average amount of time spent in front of the advertising medium.

Motion design involves the design of movements and animations in digital media to create an interactive and engaging user experience. It uses visual effects and kinetic principles to convey information and bring a design to life.

A native App is an application that has been specifically developed for one particular operating system, such as iOS for Apple devices or Android for devices that use the Android operating system. Native apps are created using the tools and programming languages available in the respective operating system, such as Swift or Objective-C for iOS, or Java or Kotlin for Android. They have full access to the device's functions and resources and can provide optimised performance.

Out-of-home advertising (OOH) is a type of advertising and basically includes any type of advertising that reaches the consumer when they leave the house. This is in contrast to TV, radio, print or internet advertising, which can be delivered out-of-home but is mainly consumed at home or in the office. Out-of-home advertising focuses on reaching consumers when they are out and about; in public spaces, in traffic, in waiting situations (e.g., waiting rooms) or in locations with a specific commercial use (e.g., retail). Billboard advertising is a traditional form of this and is also the most widespread type of out-of-home advertising channel to date.

A playlist is an information file that contains the different content elements of a loop and the order in which they are broadcast.

A Point of Experience describes a physical or digital location where users interact with a brand, product or service – consciously or unconsciously. In the context of digital signage, a PoE could be an interactive screen in a public space that targets user needs and creates a positive brand experience. The goal is to provide a lasting impression through relevant content and thoughtful design.

The Point of Sale is the location where a purchase takes place – either physically (e.g. in-store) or digitally (e.g. online shop). In marketing, the POS is a key touchpoint where decisions can be influenced. With targeted design, digital signage or personalised content, the customer experience can be enhanced and conversion rates increased.

A Product Vision Board is a compact planning tool that clearly presents the vision, target group, needs, product solution and business benefits. It helps teams to focus on common goals and strategically align product development.

A Progressive Web App (PWA) is a web application that works like a native mobile app and can be accessed from a web browser. It combines modern web technologies with offline capabilities and allows use on different devices regardless of the platform.

The target group that a campaign is meant to address.
 

Touchpoints are the moments of contact between a brand and its audience – both online and offline. They occur wherever people come into contact with a brand: on the website, at the POS, on a screen, via social media or during events. Each touchpoint contributes to the brand perception and experience and should be strategically planned and consistently designed.

UI design refers to the design of the visual elements of a user interface to provide an engaging and user-friendly experience. It includes layouts, colours, typography, and icons to encourage intuitive interaction and communicate information in a clear way.

An unusual benefit to encourage a customer to make a purchase that differentiates a particular product from competing products.

UX design refers to the design of products or services to provide a positive and user-friendly experience. It involves analysing user needs, creating intuitive designs and continuous improvement based on user feedback. The aim is to maximise user satisfaction and enjoyment.
 

A Value Proposition Canvas is an analysis tool that compares the benefits of a product with the needs of the target group. It helps to design products and services in such a way that they are precisely tailored to customer problems, wishes and expectations.