Not advocating to make it more comfortable for people to sit in station and ship spin, but some variety would be nice. The latest PLEX store offer, say. Or some sort of in-world news headline.
CCP should implement player corp videos on the billboards again. They can mix those up with in-game Scope news videos and various ads promoting different NES specials.
All PLEX and subscription discount ads should only be viewed on the Launcher.
A lot of people are sensitive to flicker and this tends to increase as you get older. I don’t know if this is why CCP pulled the ads - some of them were really bad. Fortunately Upwell structures allow you to select outside view or I probably would have stopped playing. I still adjust my viewpoint to hide the billboards whenever I dock in a station - it’s now an automatic reflex!