Once the all-important digital signage goals are set, a thorough review of the “cost versus the benefit” needs to be completed for every new digital signage deployment. On a macro scale, return on objectives (ROO)1 is that “cost versus the benefit” digital signage measurement, and it becomes the wheel, inside of which the “spokes” represent specific goals (such as the subset called ROI). In addition, other less “money-tangible” goals (such as the other subsets of branding, merchandising, audience loyalty, employee training, ambience, audience well-being, and company image) are also used to measure the cost versus the benefit-and ultimately the success-of any digital signage operation.