Of course, you will need interactive content to get the kind of attention that maximizes your ROI. Our partner Aerva used their content management platform for Kodak's huge billboard in Times Square. See this and other examples of Mobile Phones and Digital Signage interacting perfectly HERE.
FYI - Here is how much One Time Square makes by renting out their walls... Location is king!
What It Costs To Advertise In Times Square - Business Insider