Just when we think we’ve gotten a handle on how consumers engage with screens, Apple and Microsoft release new operating systems. This shouldn’t seem like something we need to think about too closely, but in fact these releases send a serious message to the digital signage world. One that we ignore at our peril.

Now that we’ve all grown comfortable with the content possibilities for digital signs, let’s talk about how what’s ON the screen can be carried OFF for further engagement. Given a head start of many years, online marketers have figured out hundreds of ways to do this through e-mail, online ads, and social media. And now the same can and should be done through digital signage.

Who would argue that every bit of your content development budget isn’t especially precious these days? You can’t afford to waste a single nickel. So how do you know if you’re getting maximum return? How do you know you’re not wasting at least part of your investment? Well, you’re throwing money away if: