How to create effective AV content for digital signage?

Digital signage is a form of electronic display that shows information, advertising and other messages. Digital signs (such as LCD, LED, plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings.

The benefits of digital signage over traditional static signs are that the
Content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively. Digital signage can also offer superior return on investment Compared to traditional printed signs. Content can include text, Images, animations, video, audio, and interactivity. Research will base on how to design effective AV content for digital signage. Comparism will also be made against static signage content.