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The Foundation of a Solid Digital Signage Content Strategy


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People out and about during their day may drive or walk by many digital signs. If they pass by the same image week after week and the content doesn’t change, they’ll likely stop noticing the sign altogether. Or worse, they may assume the brand doesn’t care or has run out of fresh ideas. Either way, you won’t be seeing any benefit from the investment.

Digital signage has proven to be a powerful engagement tool, capturing 400% more views than static displays. But just purchasing the signage is not enough.

Companies need a well-thought-out content strategy in place to make the solution effective. Though content is technically easy to update remotely, many of those in charge of digital signage struggle to know what that content should be.


When creating and curating content, tailor it based on audience demographics, product type, sign size and placement, and amount of time someone is likely to spend viewing it. Think about ways to make your content stand out from all the other signs demanding attention. With the right solutions, you can create real-time, interactive experiences customized for the viewer.

Your content also needs to look nice. Think about color, brightness, scale, and how it will look at a distance. Also, since attention is often fleeting, the value of your content quickly drops if it is not dynamic or refreshed frequently enough.


Digital signage is an opportunity to tell your unique brand story in an engaging way. Create on-demand, interactive experiences whenever possible. Consider integrating social media so customers can join your community of followers and brand advocates.

The environment and location can play a role in whether customers see your messaging. For example, a bus station where people have more time to absorb content could be an effective place for digital signage that shares product videos or real-time feeds. A highly traversed location often works well for sharing memorable images, graphics, and animations about your products and brand.


For your digital signage strategy to be effective, it’s crucial that someone is responsible for content curation and creation. That individual should also create a content calendar and ensure that the content gets refreshed on schedule.

If you have an in-house team familiar with digital signage strategies, they can help develop custom content.

If you don’t have enough resources to create content that reflects your goals and brand, consider enlisting the help of a digital signage solutions experts. Ultimately, you want to ensure a positive ROI and that you are also delivering a quality message to your customers for years to come.


The content length, timing of messages, and the frequency with which your content is updated are all points that should be carefully considered. For instance, a screen placed in a space with a two-minute wait should not display content with a ten-minute segment. On the other hand, customers experiencing longer view times will quickly grow annoyed with content that repeats every two minutes.


Lastly, your digital signage content strategy should include a plan for measuring the impact of your communications. When you outline your methods for measurement in advance, it gives you the opportunity to demonstrate to key stakeholders the impact of your digital signage on future sales and customer satisfaction.

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