A digital electronic display connected to a traffic signal and a method of controlling the digital electronic display are provided. The digital electronic display includes a communication unit configured to receive content including content segments and metadata, a display screen, and a processor. The processor is configured to monitor the traffic signal to determine when, and the duration during which, a red light and a green light of the traffic signal is illuminated, present a content segment on the display screen corresponding to the red light based on the metadata and substantially for the entire duration when the red light is illuminated, and control the display screen to operate in a low-power state substantially for the entire duration when the green light is illuminated.