Right Place, Right Time: Using Location to Tailor Your Messaging

Even the most creative campaign can lose impact if it’s shown in the wrong location. A one-size-fits-all approach often results in messages that feel generic, rather than meaningful. Narrowcasting by location makes content feel personal, ensuring every screen speaks directly to the audience in front of it.

Turning location into engagement

When content reflects its surroundings, it feels relevant and purposeful. A retail chain can adapt promotions based on what’s in stock at each store. Fast food outlets can highlight regional favourites or special events in their area. Offices in different cities can combine company-wide updates with branch-specific news. By tailoring messaging to place, organisations turn passive screens into active communicators.

Why place matters

Audiences are more likely to notice, trust, and act on content that feels connected to their environment. Localising messages shows that businesses understand the needs of each community, while still keeping brand consistency intact. It’s the balance of scale and relevance that makes location-based narrowcasting so powerful.

Making it work across sectors

• Retail: Adapt promotions to reflect local product availability, seasonal demand, or community events.

• Fast Food: Adjust digital menus to reflect regional pricing, popular items, or limited-time specials.

• Corporate: Deliver consistent global messaging alongside branch-specific updates or announcements.

• Healthcare: Share tailored information for departments, wings, or patient groups, making communication more precise.

• Education: Balance campus-wide messages with department or building-specific updates.

The bigger picture

Managing a wide network of screens doesn’t mean messages have to be generic. By aligning content with location, businesses can make campaigns more meaningful, employees more informed, and customers more engaged. Narrowcasting by place cuts through the noise, making digital signage feel personal without losing efficiency.

Last week, we discussed how scheduling can help deliver the right content at the right time, you can read that post here. Next week, we’ll explore how menu boards can be tailored to both time and place. As part of our series on narrowcasting strategies, we publish a new blog every Friday with practical insights on reaching the right audience at the right time.