Lobbies and stores fill up with panels that were never in the elevation. They glare, they loop content nobody owns, and they date the interior in a year.
Treat the screen as a material. Decide brightness against the daylight, the sightline against the path people walk, and the content against the team who will update it on a Thursday. Then the signage belongs to the building.
The same discipline applies to a digital cafeteria or a campus wayfinding wall. The technology is ordinary. The placement is the design.