Digital signage should not be passive. It should call out for action.

“Don’t make it hard for me to watch you”
“When I do watch you, show me something relevant to me”
“Save me money”
“Save me time, and don’t waste my time”
“Help me make better decisions”
“Tell me something new, innovative and interesting”
“Give me ideas”

If you build your network to cater to these needs, you are likely to create viewer value, which in turn will generate all of the positive numbers required to validate almost all business cases relating to the deployment of digital signage networks.