In planning the deployment and content for a digital signage system, it is best to identify the anticipated audiences. Doing this will help to inform the optimum placement of display types, and content to maximise engagement.
Audience relationship to the organisation
| Audience Type | Common Content Types | Common Display Types | Common Locations |
| Visitors & Guests | Messages welcoming visitors
General brand awareness Wayfinding Events and advertising |
Flat panel display
Video wall array LED video wall Projection Kiosk |
Building entrances
Lobbies Atriums Corridors |
| General Public | General brand awareness
Events & advertising |
Flat panel display
Video wall array LED video wall |
Outdoors
Lobbies Reception areas |
| Staff, Students, and Faculty | Messages and reminders
Schedule / Timetable Data visualisation |
Flat panel display
Room booking panel |
Classroom entry
Reception areas Common areas Offices |
Audience level of attention
| Level of Attention | Common Content Types | Common Display Types | Common Locations |
| Travelling, en route | Messages short & concise
News in brief Events and advertising |
Flat panel display
Video wall array LED video wall Projection |
Lobbies
Atriums Corridors |
| Waiting | Messages 1-2 paragraph
Schedule / calendar Directory Events and advertising |
Flat panel display
Video wall array Embedded display |
Lift lobbies
Reception areas Common areas Offices |
| Need Information | Wayfinding
Schedule / calendar Directory Knowledgebase Exhibit |
Kiosk
Touch table Flat panel display Video wall Mobile device |
Building entrances
Lift lobbies Lobbies |
| Point of Sale | Digital receipt
Cross sales Store loyalty points |
Small display
Tablets Video wall array Mobile device |
Store counter
Behind store counter |