Members of an audience of a visually dynamic event are clustered using a plurality of sources. A current point of interest (POI) of the visually dynamic event and a future POI of the visually dynamic event are identified across the member clusters. An effectiveness score for given content and a given member cluster is computed for the current point of interest and an effectiveness score for a given content and a given member cluster is computed for the future POI by tracking a position, a speed, and a direction of movement of the current POI. A location of a background area is determined and ranked for each member cluster based on the current point of interest. Electronic displays that correspond to the ranked background areas are identified and ranked. Content is distributed across the electronic displays for each current time period based on the ranked display areas.