Focused and relevant content delivered to the individual by any infrastructure is called narrowcasting, because it casts a narrow message to a specific audience. This really is what quality digital signage is all about. Yet beyond the content itself is the study of the audience, the place, and the other players (or stakeholders). To do it right can take a lot of work, but doing right makes it much more likely the project succeeds, the goals are met, the audience is served, the audience reacts favorably, expected returns are achieved, and the overall digital signage industry excels.