An oil and natural gas company in the Middle East has purchased a new
Dynamic Digital Media (digital signage) system. They bought the
software and the plasma screens needed. However there is no
proper/specific plan or strategy on who to use it.
The company covers the following business areas: lubes, filling
stations & convenient stores, bunkering, and aviation fuel.
The company is also heavily involved in public service. 
The screens are currently located in the convenient stores at the
filling stations and at the company's head office.
As I don't have enough information on Dynamic digital media I would
like to ask the following question:
What would be the best way for this company to use this system?
The answer should include: 
How to use it? What should be included? What strategy should be implemented?
How to make the most of what is available? And where should the screens be located?
Please feel free to ask me for any clarifications.

The best approach to digital signage is to take it in its constituant
parts.  Ideally you need a company to run and manage the screens and a
company to sell the advertiosing space.  Keeping them seperate allows
the best value and independance of service.  The screens should be
linked via a central management system that allows remote and realtiem
management of the content.  See www.budavardigital.com for more
details.