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Data-driven Content Automation
for Digital Signage


On a sunny midsummer day, you pass by a snack-bar window. Your attention is caught by a screen promoting ice cream sandwiches. What a fantastic idea!

At your local bank, you are waiting in line to make a deposit. There are 10 people ahead of you. Suddenly, a video is displayed on a wall-mounted screen, recommending the use of the ATM in the lobby for faster service.

While in your workplace, your company unveils a significant deal. Glancing at the digital signage screen in your office, you witness the company’s share price rising as the news gets out.

In just a short period, you have encountered three instances of intelligent, rule-based, data-driven content.

What’s a “smart” Digital Signage content management system?

In the early days, digital signage users were required to manually edit their own playlists and schedules to publish content to their screens. While we have seen some efforts to automate these processes over the years, there hasn’t been any big breakthrough.  That is, until now…

Undeniably, digital signage software products have evolved to the point where they now support meta tags, rule-based playback, and rule-based triggers.  Indeed, you can now use any type of data source to manage what’s shown on your digital signage screens.  In the not-so-distant future, we can envision all digital signage content will be managed without any direct user interaction.

Sales and marketing teams already take advantage of data-driven digital signage and content automation software to drive business. In fact, it’s become essential to many businesses.

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How smart is your CMS?

Digital signage CMS automation falls into 3 categories:

Firstly, level 1:

  • Fully manual process.
  • Users must perform every task and there is virtually no automation possible.

Level 2:

  • Mostly manual process with some basic automation.
  • Users perform most tasks manually but there are some timesaving features available.
  • Content validity lets you pre-upload content and set simple parameters that control when the content can be shown on screen.
  • Player/location specific content feature where you assign content to individual screens.
  • Meta tags for players and content are used to restrict playback on specific screens or locations.

Thirdly, level 3:

  • Manual to fully automated process.
  • Users create rules that dictate how and when content should be shown on screen.
  • Rules can be applied to live data sources (weather, point-of-sale, KPI, etc.)
  • Sensors, wireless devices, and data sources can trigger content on demand.
  • Content playback can be fully automated with no user involvement required.
  • Users can still manage and schedule content manually to create “hybrid” programming.

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Rule-based playback

Today’s professional digital signage CMS software requires minimal user involvement.

For example, content will “wake up” when the right conditions are met.  Like, when the weather’s hot and you’re shown an ad for ice cream.  Content is removed automatically whenever a product goes out of stock, or the conditions no longer warrant showing the ad.

Some refer to this as dynamic, data-driven, or rule-based playback.  It’s a feature that lets users set one or more conditions, and pick data sources to be monitored.  When the results are true, the content is shown.  Simple as that.

Rule-based playback is great but professional content automation software, like Navori QL, let you go even further.

With Navori QL, creative teams can create complex rules with multiple conditions. For example, screens can show an ad for umbrellas when it’s raining in a specific area, but only if the item is in stock.  The ad won’t be shown if it’s a sunny day, or if the item is sold out.  Conditions can use “and” / “or” operators to determine how rules work.

Imagine what your team can achieve when content turns itself on or off based on external conditions. Playlists adapt to local events to show targeted, relevant content to the audience with very little human intervention.

Marketing tools that can generate XML data which then directs which content to show on screen. There is less reliance on manual programming which means the content is always optimized for the target audience.

Rule-based content triggering

The same technology can be assigned to trigger content.  When you use rule-based triggers, the currently scheduled playlist and its content are temporarily replaced by a specific message as soon as the conditions are true.  When the conditions are false, regular programming is restored and the scheduled playlist resumes.

Triggering has traditionally been used for automated alerts (Amber alerts, emergency broadcasts and instant messaging) but this technique can also be applied to many other applications.

  • Product tie-in suggestions in quick-serve restaurant drive-through.  Items are suggested based on the customer’s order.
  • Jackpot winner announcements in Casinos triggered by slot machines.
  • Customer announcements in queue management systems that help reduce perceived dwell times.

Navori Stix 3700: Smart Content Automation for Enhanced Digital Signage

Introducing Navori Stix 3700, the cutting-edge solution for smart content automation in digital signage. With its advanced rule-based playback and triggering capabilities, Stix 3700 enables businesses to deliver dynamic, data-driven content that captures attention and fosters engagement. Picture your screens effortlessly displaying tailored promotions based on current trends, such as featuring refreshing beverages during scorching summer days or recommending seasonal specials based on customer preferences.

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Benefits of content automation

Level 3 CMS software provides the most benefits.

  • The audience is ensured to always view the appropriate content.
  • Automation of business processes and efficient management of extensive screen networks can be achieved without the need for additional staff.
  • Your client’s ad campaigns get better traction because they are shown to a more receptive audience.  No sense in delivering ads for products that aren’t available, or needed.
  • Expanding the capabilities of your CMS is possible by connecting it to external devices, sensors, and data sources. This allows content to be displayed based on environmental, physical, or technical conditions. Leveraging business insights, marketing strategies, and data-driven performance metrics enhances programming.
  • Content is enabled or triggered from external events as needed. Staff members don’t need to be directly involved.
  • There is no coding required.  Rules are created using “plain text” commands so anyone can build them.
  • Experienced CMS users don’t need to change their existing methodology. They get to concentrate on content management tasks rather than programming.
  • You will benefit from a higher return on investment (ROI) while lowering your operating costs.

Rule-based automation is just an additional layer that can be called upon to enhance how content is managed and played.

Who is smart Content Automation for?

Any business that uses digital signage software can benefit from rule-based content automation. However, some businesses can maximize its advantages:

  1. Businesses with access to machine-generated data, such as production figures, inventory levels, and sales statistics.
  2. QSR restaurants and other businesses using Digital menu boards integrated with point-of-sale systems to track pricing and useful data.
  3. Any business or workgroup wanting to display business dashboards that adjusts to real-life situations without extra user interaction.