Case Study / Employee Engagement

The Value of Digital Signage Content Automation


Content Marketing and Marketing Automation are today’s hot topics. This is due to the fact that there are several business benefits in automating and streamlining marketing processes over multiple channels. Yet Content Automation is not a privilege for marketing departments only. Internal communications professionals are streamlining their processes as well in a very similar way – by automating and aligning digital communications channels.

How to do this?

Automating live information is at the core of our business, so we would have a thought or two to say about the topic. Instead of preaching about the importance automating the digital signage publishing processes, we decided to ask our customer’s and business partner’s opinion on how they see content automation in digital signage.

Align digital communications channels to increase productivity

Susanna Aittokoski

Susanna Aittokoski, Rovio Entertainment

“Content automation plays a crucial role in keeping the digital signage content relevant, current and interesting,” says Susanna Aittokoski, Internal Communications Manager of Rovio Entertainment. “There are a lot of development opportunities in this area. Automated content can be pretty much anything from bus schedules, weather information to internal news streamed directly from intranet to social media feeds as well. Content automation gives also communicators time to focus on other important things as the need for putting information manually to digital signage disappears.”

Susanna had a clear view for the next steps as developing the digital signage content. “Content automation is the most interesting development area at the moment. From internal communications perspective, we need to align our digital communications channels. That is also why we are now working hard to get our social intranet feed to the screens. By this automated relevant content we hope to raise more awareness and increase the usage of our new intranet. Digital signage is an important part of this channel strategy, “ she ended.

Attract attention and decrease workload at the same time

Henri Sarin, CEO of Digital Signage specialist and services provider iConnect was along the same lines when giving his thoughts about the topic. “The majority of our customers find updating information to digital signage on constant basis very challenging and time consuming. Yet the given information should be fresh and interesting in relevance so it catches the eye of the audience,” Henri stated. “We help our customers with the matter by bundling content services,  applications that provide live and automated content updates, into the total solution.

The best part?

Based on the customer feedback, these services help them in attracting more attention and thus reaching a wider target audience. Their workload is also considerably less when it comes to updating digital signage content. With digital signage becoming increasingly popular and strategic for our customers, the content plays much more important role,” he continues.

Valotalive is a content discovery platform that makes it easy for information to find the right people. The content and data that has been published in different communications channels or business applications can be repurposed and fitted to digital signage with the help of our applications – live and automated.

Do you have a Digital Signage project and would like to know more about content automation and content strategy? Please enter your contact information and our team will be in touch with you shortly. 

5 thoughts on “The Value of Digital Signage Content Automation

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