CEO of All the Content and Reuters Agency talk top trends in Digital Out Of Home25 Jul 2013
Watch the short 4-minute video with Jean-Francois Huertas (Reuters News Agency, Head of Business Development for Europe, Middle East and Africa) and Clement Charles (All the Content, CEO) as they discuss trends in the Digital Out Of Home (DOOH) industry and how All the Content partners with Reuters to technically deliver content to any kind of platform in a snapshot.
You can also view the transcript below:
Jean-Francois (JF): Hi everyone. My name is Jean-Francois Huertas, I am the Head of Business Development for Reuters News, Europe, Middle East and Africa, speaking to you today from the shores of Lake Geneva in Switzerland. Today we are going to talk about the digital out-of-home industry. Digital out-of-home refers to any digital screen that you find outside your home. They can be indoors, in airport malls, corporate buildings, or shopping malls, or outdoors, at bus stations or any public transportation, or in famous squares, such as Times Square in New York or Piccadilly Circus in London. To discuss this emerging industry, I am joined today by one of its players, Clement Charles, CEO of All the Content, a company that both aggregates and creates content for the digital screen and digital media.
JF: Clement, the digital out-of-home industry has seen a steady growth over the past years. But it still only accounts for a small portion of the total advertising spent. Advertisers seem to prefer more traditional media such as broadcasters, magazines, newspapers, online and mobile. Why do you think that is? What is missing Clement?
Clement Charles (CC): Well I strongly believe that the digital out-of-home market in general has the potential to grab a huge slice of the advertising pie. But to do so, it has to follow the golden rule of media, which is, not very new. You provide great content that attracts audiences and then advertisers pay you to address this attentive audience. Digital out-of-home is like any other media. And in the other media, no one watches a TV channel or reads a newspaper, which is full of ads.
JF: So basically you’re saying more digital content for ads or digital screens to attract attention. There are several companies out there providing these types of services. What does the company you run do differently to differentiate itself from these competitors? What value do you bring to the market, Clement?
CC: What we deliver to the market are real, complete solutions which can be encompassed in our brand promise. What we can deliver is all the content. All the content can be real-time news or evergreen kind of fillers. It can be text, can be video, can be image, and can also be content in any of the 45 languages that we provide today.
JF: Before this interview, you told me you were about to launch a new initiative on the back of a partnership you signed with Reuters, the “Quality Outdoor Content Initiative.” Can you tell us a little more about it?
CC: Yes, we are very proud to have initiated that partnership with Reuters, because Reuters and All the Content both think that quality content is actually needed to make the digital out-of-home a real media industry. In that sense, we joined forces with Reuters, and worked a lot on the business model in order to have the necessary flexibility to reflect the needs of all the players of the specific value chain of the digital out-of-home. Last but not least, we also work with Reuters to integrate their feeds of content of Reuters’ nature within our system, to be able now to technically deliver to any kind of platform in a snapshot.
JF: You’ve put quality content at the core of the business model of your company. The creators of quality content, and by that I mean professional journalists, are facing the biggest crisis of their history. Some doomsayers are even saying that we might see the last days of this profession. What makes you think differently, Clement?
CC: I have a very disruptive point of view on that. In my perspective, the current problem in the media industry is not a revenue problem but more a value problem. And if you have the right value proposition, I’m convinced that people are craving for information. In that perspective, not only do I think that journalism is part of the future, but I actually think that a large part of the future will be journalistic. If you think about the knowledge, the data society that everyone speaks about, things like ethical reporting or transparent fact-checking, this will become increasingly more important in the knowledge society. In my perspective, the information society will not be possible without quality information.
JF: Well thanks for joining us today, Clement. And thank you for watching insideagency.reuters.com.
If you’d like more information on how to partner with Reuters for your Digital Out of Home, please contact us.