Beyond the Billboard: Unexpected Places to Deploy Signage (And Why They Work)

People don’t look at things the way they used to. Here’s what’s changing:

• Short attention spans: Users skim quickly on apps, websites, and even in physical spaces, so only the most eye-catching messages get noticed
• Context-driven engagement: People respond to signage that fits their activity or mood, a coffee ad hits differently while in line at a café versus stuck in traffic
• Cross-device browsing: Audiences jump between mobile, desktop, and in-store experiences, meaning your message needs to connect across multiple touchpoints
• Implication for signage: Placement matters more than size or frequency, a small, well-timed sign can outperform a huge billboard that misses the moment

Research suggests that implementing digital signage increased foot traffic in retail stores by up to 24%. That’s not all, as approximately 70% of customers have made impulse purchases after seeing digital signage ads.

You are heavily missing out if you are not making the most of the opportunity you get for digital signage placements. Here are some unexpected places to look out for:

Public transport and transit points

Digital screens on subway platforms, buses, and taxi tops give brands a chance to reach commuters in real time.

For example, JCDecaux’s digital screens in London bus shelters show dynamic ads that change based on weather, time, or events, keeping content relevant and engaging.

Here’s another example of how the popular brand Duracell used old buses to show the durability of its battery:

Elevators and stairwells

Office buildings, malls, and hotels have small, enclosed spaces that force attention. Just 30 seconds in an elevator or a few flights of stairs is enough for someone to notice your messaging, especially if it’s unexpected or humorous. 

Here’s an example of how Zara, the popular fashion brand advertised its collection in an elevator.

💡What else to show: Apart from your collections and discounts, you can show vertical content with bold visuals or fun mini-quizzes to keep users engaged for the 30–60 seconds they’re inside.

Restrooms and washrooms

Bars, airports, and stadiums might seem unusual, but restrooms are perfect because people are stationary. While washing hands or waiting in a stall, they have time to actually absorb what’s in front of them.

Coffee cups and food packaging

Cafes, delivery apps, and takeout containers offer a unique way to reach audiences in their daily routines. While physical cups can’t display digital signage, cafes are now using small digital screens on counter tops or coffee machines, showing dynamic ads or promotions.

For example, Starbucks Reserve stores use counter-top screens to highlight seasonal drinks and loyalty programs.

Fitness and recreational spaces

Digital signage in gyms, yoga studios, or climbing walls can motivate users while promoting products. Nike gyms feature digital boards displaying workout tips and gear recommendations, keeping the content relevant to people’s activity and mindset.

Digital overlays in AR apps or mobile navigation

AR apps, shopping apps, and maps are essentially digital signage on mobile. IKEA Place app uses AR to overlay furniture in users’ homes, giving them interactive, real-world brand experiences.

Unexpected office and co-working spots

Digital signage in lobbies, meeting rooms, or co-working areas engages a professional audience. WeWork lobbies feature dynamic screens showing company updates, local events, and sponsored brand content, giving repeated exposure to a high-value audience.

Many co-working spaces are adapting signages to enhance experience.

💡Also Read: Sports, Trivia, Entertainment: Use Your Digital Signage Player For More Than Instructions

Here’s why digital signages in the above described places are likely to garner attention and engagement:

• Attention through surprise: People are wired to notice what breaks the routine. A digital sign that’s unexpected, like an animated display in a stairwell or an AR overlay on a map, instantly grabs attention.
• Contextual relevance: Signage that fits what users are doing or feeling sticks much longer in memory. A workout tip in a gym or a coffee promotion near a café resonates because it aligns with the user’s current activity.
• Repetition in Small Doses: Micro-moments work best when repeated subtly. Seeing a brand in multiple small interactions throughout the day reinforces awareness without feeling intrusive.
• Interactive or Shareable Elements: Interactive signage encourages users to engage, making the experience memorable and sometimes shareable. Touch screens, AR filters, or social media tie-ins turn passive viewers into active participants.

💡 Pro Tip: Use AI to make your digital signage smarter and adjust content in real time based on audience behavior, time, or location. Personalized messages grab attention, boost engagement, and increase the chance of conversions.

Here are some best practices to ensure an effective digital signage placement:

Research user habits and journeys

Before placing digital signage, understand how your audience moves through the space. Are they commuting, waiting in line, or browsing a café? Mapping out user journeys helps you identify the points where attention is most likely.

💡Example: Retailers often place screens near checkout lanes because shoppers naturally pause there, giving them a moment to engage.

Prioritize high dwell-time spaces

The longer people stay in one place, the more likely they are to notice and absorb your content. Lobbies, elevators, cafés, and restrooms are all high dwell-time areas that make small digital signs highly effective.

💡Pro Tip: Even a 20–30 second exposure can be enough if the content is relevant and eye-catching.

Align message with the environment and user mood

Signage works best when it resonates with what the user is doing or feeling. A coffee promotion in the morning, a motivational workout tip at the gym, or entertainment content in a waiting area feels natural and engaging.

💡Example: Subway ads that change based on time of day, showing breakfast options in the morning and dinner promotions in the evening perform better because they match context.

Track engagement with QR codes, AR interactions, or social sharing

Digital signage gives you the advantage of measurable engagement. QR codes, AR filters, or prompts to share on social media help track interactions and optimize future campaigns.

💡Pro Tip: Keep calls-to-action simple and intuitive as users are more likely to scan or interact if it’s easy and clearly tied to a benefit.

Here’s a checklist to keep handy:

1. Know Your Audience

• Map your audience’s journey: Where do they pause, browse, or wait?
• Identify high-traffic and high-dwell areas.
• Understand their activity and mood at each location (commuting, relaxing, shopping, working).

2. Choose the Right Spot

• Prioritize high dwell-time locations: elevators, lobbies, cafés, restrooms.
• Use unexpected spots to grab attention: stairwells, coffee counters, co-working spaces.
• Make sure the placement matches the content—context is key.

3. Optimize Content for Engagement

• Keep messages short, bold, and visually striking.
• Include interactive or shareable elements: QR codes, touch screens, AR filters.
• Rotate or update content frequently to prevent fatigue.

6. Test and Iterate

• Start with a pilot location before rolling out widely.
• Experiment with formats, sizes, and content types.
• Continuously refine placement strategy based on audience response.

4. Leverage Timing and Context

• Align content with time of day, weather, or events.
• Use AI-driven tools to personalize content in real-time.

5. Measure and Refine

• Track engagement via QR codes, social sharing, or touch interactions.
• Monitor foot traffic and conversions when possible.
• Adjust placement or messaging based on performance data.

Digital signage works best when it’s smart, timely, and relevant—and that’s exactly what Intelisa, a digital signage software solution delivers. You can control and update content across screens in real time, from videos to social media feeds, making sure your audience always sees something fresh.

Intelisa also makes it easy to personalize content based on location, context, or audience behavior. That means every micro-moment becomes an opportunity to connect, engage, and even boost sales by 3 to 5 times.

Want to see how it works? Book a free trial today!