Ask the Board – January 29, 2018 | JONATHAN DODGE


How do you avoid your content becoming “white noise?”

Creating and managing engaging content can be one of the most difficult and time-consuming aspects of digital signage. Keeping content fresh and intriguing to your audience is essential to the success and ROI of the network. There are three key components of keeping content fresh: motion graphics, timeliness and content management.

Motion Graphics

Content can become “white noise” within a few seconds if it appears in a dreaded PowerPoint format or as stock images. It’s not difficult to walk past a screen, however large, that has a still for the duration of your dwell time. Even adding slight motion to a slideshow of images can capture the attention of various audiences. An additional aspect of motion graphics is to incorporate new styles on a regular basis. The content can remain similar, whether it is event information or meant to drive HR goals, but the look and feel should be constantly updated. This could include updates to colors, fonts, transitions or images. A final aspect of motion graphics is to change the overall theme of your network. If the network previously had slideshows and stock photos, switch it to an infographic type theme occasionally. This will further grab the attention of your audience.


If your network includes any information that requires specific timelines, you’ll have to carefully watch and manage that content. Event information, in particular, should be meticulously watched. Reviewing and auditing your network for events and content pertaining to specific dates will help keep your audience engaged and not discouraged by misinformation.

Content Management

Content management is one of the most important factors for maintaining an engaging network. Not only is timeliness important, but so is the playlist. You’ll want to audit and revisit your playlist often and time it according to your dwell times. If you have a screen that has a 30-second dwell time, you’ll have to decide how many messages you want each person to engage with. Adjusting your playlist and speeding up content can keep everything new for an individual seeing the network often, such as a corporate campus. An additional element of content management is constantly refreshing the order of the playlist. Ideally, you should have at least 20 pieces of content in rotation, depending on your impression rate and dwell time. These 20 pieces of content should be rearranged in a specific order based on time of day, such as increased dwell time at lunch and event content. Events that are important should be increased in frequency while content that plays over a few weeks or months should be minimized. An audit and analysis of your network with some simple math of how many people, how often they see particular screens, demographics and dwell time can significantly help you become an expert content manager.

Overall, your content needs to be updated often. If limitations restrict new content, utilize content management strategies to adjust your playlists accordingly. 

About Author

EVP, Business Development
Freshwater Digital Media Partners

Content Council

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