A digital signage control device includes a display controller that displays information on a digital signage installed in the vicinity of a predetermined road, a target vehicle detector that detects a target vehicle located in a predetermined range on the road in which an occupant visually recognizes the digital signage, and a visual recognition frequency information acquisition unit that acquires visual recognition frequency information on a frequency at which the occupant of the target vehicle visually recognizes the information on the digital signage. The display controller changes content of information to be displayed on the digital signage according to the visual recognition frequency information.