Maximizing Engagement with Dynamic Content on Digital Signage Boards

May 30, 2024

In this modern day, there is a high availability of information anywhere you go, making grabbing people's interest and keeping it a great feat. This is particularly so in light of the attention people pay to digital signage. In a world where people are already consistently bombarded by screens and messages from just about every direction, how do you make sure your digital signage content stands out, gets attention, and delivers the message you want to?

In a word, it needs to be dynamic. By using the power of real-time, data-driven, and interactive content, you can create experiences that truly engage your audience and drive business results. Let's go.

In this guide, we'll explore the ins and outs of dynamic content for digital signage, including what it is, why it matters, and, most importantly, how you can use it to maximize engagement on your digital signage display board. Let's dive in.

What is Dynamic Digital Signage Content?

Let's start by defining dynamic content in the context of digital signage. In other words, dynamic content on digital signage is any content on a display that changes based on data, conditions, or user interaction rather than staying static on one message at all times.

Some relatively common examples of dynamic content for digital signage can include:

  • Real-time news, weather, or traffic updates
  • Social media feeds and user-generated content
  • Interactive wayfinding or directories
  • Personalized people greet or offers based on demographic data
  • Live data dashboards or KPI visualizations
  • Countdowns to events or promotions
  • Triggered emergency alerts or safety instructions
  • Gamified experiences or quizzes

In each of these situations, the content on the digital signage display board is not a fixed, predetermined message. It actually adapts in real-time based on incoming data, user input, or preset rules and conditions. Through this dynamic nature, the content becomes more appealing, timely, and attention-grabbing for the viewers. 

The other powerful thing about dynamic content is—it ain't generic, one-size-fits-all messaging. In fact, the content itself is contextual and personalized to resonate with every viewer at a personal level.

girl passes by a composite digital screen with advertising

Why Dynamic Content Matters for Digital Signage Engagement

Now that we have defined dynamic content, let me throw some light on why it is very important to drive engagement on your digital signage board.

Grabs Attention

In a world where human beings are hearing and seeing far too much, dynamic content has a much better chance of breaking through all the clutter and actually getting the attention of those you're trying to reach. The movement, change, and novelty in dynamic content act like a magnet for the eyes.

Increases Relevance

Dynamic content allows you to show the right message to the right person at the right time. Using data about viewers, their environment, or current events, you can always be sure that the content on your digital signage board is highly relevant and valuable to those being informed.

Encourages Interaction

In this way, dynamic content invites the viewers to be part of the information digestion process rather than just passive consumers. So, two-way engagement creates a deeper relationship between the viewer and the content.

Improves Recall

People's recall of dynamically changing content is measurably better than their recall of static content—researched and proven. The brain is hardwired to pay attention to change and novelty, and that's what's fueling its memory. By using dynamic content, you up your chances of having your message stick in your viewers' brains.

Allows for Agility

With dynamic content, you're not locked into a fixed content schedule. You can update and change your messaging literally on the fly based on new information or a change in circumstances. This agility is particularly valuable in fast-moving situations like emergencies or live events.

Increases ROI

Ultimately, all of these engagement benefits of dynamic content translate into a better return on your digital signage investment. By capturing more attention, driving more interaction, and leaving a lasting impression, dynamic content helps you get more value out of every screen.

Best Practices for Dynamic Digital Signage Content

So, how can you effectively leverage dynamic content on your digital signage board to maximize engagement? Here are some best practices to keep in mind.

1. Start with Strategy

Before diving into the tactics of dynamic content creation, take a step back and consider your overall digital signage strategy. What are your goals? Who is your audience? What kind of content will resonate with them? Answering these big picture questions will guide your use of dynamic content.

2. Choose the Right Data

The power of dynamic content comes from the data that drives it. To be effective, that data needs to be relevant, reliable, and timely. Consider what internal (e.g., sales data, inventory levels) and external (e.g., weather, news, social media) data sources you can leverage.

3. Keep it Simple

While the possibilities of dynamic content are nearly endless, it's important not to overwhelm your viewers. Keep individual content pieces simple and focused. Use clear, concise text and compelling visuals. Avoid clutter and visual noise.

4. Ensure Legibility

Legibility is probably the most important factor when it comes to any digital signage content, but it's especially important when dealing with dynamic elements that might be updating on a regular basis. Use high-contrast colors, clear fonts, and sufficient text sizes. Think about viewing distance and environment.

5. Establish a Clear Visual Hierarchy

When there are multiple dynamic elements on one screen, create a clear visual hierarchy. Use size, placement, and animation to drive the eye of the viewer to the most important information first.

6. Balance Dynamic and Static Elements

Too much constant change can be overwhelming and hard to follow. Try to provide a balance of dynamic and static content on your digital signage board. Use static elements to provide context and branding while using dynamic elements for the most timely, relevant, and interactive content.

7. Test and Iterate

As with any digital signage content, it is essential to continually test and iterate your dynamic content based on performance. Use data from your digital signage CMS to see which dynamic elements are most engaging to your audience and adjust accordingly. Do not be scared to try out new things and experiment.

interactive digital display with a map of the shopping center

Getting Started with Dynamic Content on Your Digital Signage Board

If you're a beginner with dynamic content on digital signage, starting can be intimidating. It does not need to be. There are a few ways to start when incorporating dynamic elements into the strategy behind your digital signage display board.

  • RSS Feeds - One of the easiest ways to introduce dynamic content to your signage is through the use of RSS feeds. Many news sites, blogs, and other content publishers offer RSS feeds that you can display on your screen. Look for feeds relevant to your audience and industry.
  • Social Media Integration - Show some social media posts, hashtag feeds, or user-generated content on your digital signage board. This will be a great way for you to feature dynamic, crowdsourced content. Most digital signage content management systems basically have built-in social media integrations, so it's more or less plug-and-play.
  • Data Visualizations - Your organization has access to a lot of internal data that, when needed, may be useful to visualize on your sign: production levels, wait times, and sales numbers. Think about dynamic data visualizations for that. This can be anything from a simple number counter to a complex, live-updating chart or graph.
  • Sensor-Driven Content - Environmental sensors can drive dynamic changes in content on digital signage boards. For example, there might be a temperature sensor to change up content for cold drinks when it's hot outside, or an occupancy sensor could trigger wayfinding content when someone approaches the screen.
  • Interactive Content - Does your digital signage board have a touch screen? And therefore does it have a full interactive feature available? Let's try to get some interactive content on there. This could be something simple like a quiz or a poll or maybe a crafted full-blown digital, experiential game.


In the battle for audience attention, dynamic content is a powerful weapon in your digital signage arsenal. By leveraging the power of real-time, data-driven, and interactive content, you can create digital signage experiences that truly capture attention, drive engagement, and leave a lasting impact.

Whether you're just getting started with dynamic content on your digital signage board or looking to take your strategy to the next level, keep the best practices and ideas we've explored here in mind. And remember, the possibilities with dynamic content are nearly endless - so don't be afraid to get creative and try new things.

When you strike the right balance of strategy, data, simplicity, and interactivity, your dynamic digital signage content will be a force to be reckoned with. So go forth and create digital signage board experiences that inform, engage, and inspire - one dynamic message at a time.

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