I explain the balance between company-driven content and third-party "filler" content like news and weather. Whilst corporate messages are essential, screens run 8-24 hours daily, requiring neutral content that attracts viewers whilst keeping displays fresh and engaging.

Effective Digital Signage Content Strategies

When we think about screen content, there's a push and a pull. We have content which is going to be something that the company really wants people to look at, whether that be their customers or their employees. But we're also going to have content which is going to need to catch the eye and earn the eyeball. So, why am I looking at this screen? What are you giving me to look at this screen? And quite often, that content is what we might describe as filler content. So, it might be the clock, the time. It might be the weather or the latest news headlines, even sports scores and things like that. That might not feel really that necessary from a company objective point of view, but it is something that people like to look at and read. So, you're kind of earning the eyeball whilst also then pushing the message that you want to push, which maybe they might not have been initially as interested in. In addition to that, the screen is on for up of 8, 12, even 24 hours a day. That is a lot of content that needs to be shown to people. And most companies don't have enough content of their own to really keep that completely fleshed out. So, it is actually quite good to kind of introduce, let's say, this third-party other content. Fairly neutral, doesn't really cause any offense or any problem, but does attract the eyeball, does keep the screens fresh, and means it's not all on you to produce all of that content, which might also sound a little bit one-way in terms of just company news and updates being pushed out. So, this is kind of why we like to fill out with a bit of that kind of third-party stuff like news and weather.