Data Annotation run before your action is invoked. Then, regardless whether the validation succeded or not, the action is still called. If the DA detected invalid data, your ModelState will be invalid.
Once here, you can still do any validation you want, for your business rules, as you would normally do without the data annotation, if you want to. In your action, you can add errors to the ModelState even if the Data Annotation validation passed.
In this case, you add your errors with ModelState.addError, and those errors are added to any error provided by the DA. So in your View it doesn't matter where the error comes from.
Or, if your rules are general, you can write your own annotation tags. The Data Annotation thing is distributed with its source, so you have full control on it.