Welcome back to AV Truth, the weekly series that skips the sales pitch and tells it like it is.
Last week, we tackled the evolving reality of BYOD how it’s no longer just about personal devices but about digital identity and seamless user experiences.
This week, we zoom out and stare straight at the screen, specifically at what’s actually on it.

Let’s be clear:

A display without a content strategy is just digital furniture.

You can install the best screen money can buy.
LED 4K HDR Edge-to-edge glass.
But if all it does is loop a logo or stretch a low-res video to fill the canvas?

You didn’t deliver a solution.
You delivered a very expensive wow moment that fades in 30 seconds.

Where Content Strategy Fails (Every Time)

• It’s an Afterthought:
  The screens go up. Everyone high-fives.
  Then someone says, “So… what do we show on it?”
  Now it’s a scramble.
• No Ownership:
  Marketing wants branding.
  IT wants control.
  Operations wants status info.
  And no one wants to keep it updated.
• Wrong Format, Wrong Aspect, Wrong Everything:
  A vertical screen running horizontal content.
  A 4K canvas showing a pixelated 720p image.
  No zones. No layers. Just pixels wasted.

What a Real Content Strategy Looks Like

• Starts before the screen goes up
• Has clear ownership: someone is in charge of content updates
• Uses the correct resolution, format, and aspect ratio
• Aligns with the purpose: branding, wayfinding, alerts, engagement
• Is dynamic, because content changes faster than hardware does

The Final AV Truth

You don’t deliver AV by just delivering hardware.
You deliver it by making screens useful.

When technology and content strategy work together,
that’s when AV earns its value.

So the next time someone asks for “a big display,”
ask them right back:

“What should it say and who’s going to make sure it keeps saying it?”

This was Week 10, and the final post in the AV Truth series.

From cable management to content strategy, thank you for joining the ride.
This series has been a weekly look behind the glass, into the real world of AV the mistakes, the lessons, and the small details that make a system work (or not). 

I am so happy to hear your feedback on the whole series.