Stærra er ekki alltaf betra: Hvenær á að segja nei við stærri skjá
Gino Sesto hjá DASH TWO heldur því fram að val á skjá skuli fylgja áhorfslengd, skapandi stefnu og eftirsóknarverðri aðgerð áhorfanda, og að smærri skjáir í nálægð séu oft mun áhrifameiri en risaskjáir fyrir beina samskipti og umbreytingar.
Digital signage buyers often default to the biggest screen they can afford, but that instinct can waste money and reduce engagement, according to Gino Sesto, president of DASH TWO, a Los Angeles out-of-home and digital agency. In an article published October 13, 2026 on Digital Signage Today, Sesto argues that screen selection should be driven by audience distance, creative strategy and desired viewer action — often making smaller, close-proximity displays far more effective and ROI-positive than massive marquee screens. For a small business, the lesson is to treat screen size as a decision tied to goal and placement rather than a vanity metric: if the goal is awareness, go bigger; if the goal is action, bring it closer.
Where large screens fall short
Massive screens serve high-level brand awareness and visual landmarking, Sesto writes, and are typically found in high-velocity traffic areas, crowded squares and highway or roadside placements with broad sightlines. But large displays dominate sightlines from a distance and lose effectiveness as viewers approach; up close they become part of the noise and the message is harder to take in. The dynamic first impression, he argues, fades at close range.
By contrast, a message delivered on a smaller screen feels more intimate, more immediate and more impactful. Sesto contends that a 15-inch or 22-inch display placed three feet from a customer creates a personal, focused touch point that a 75-inch screen twenty feet above their head cannot replicate. Smaller displays excel at direct engagement, dwell-time interaction and conversions, he says.
Placements and creative for smaller screens
Sesto lists placements where smaller screens have worked in his agency's campaigns: end-caps, queue lines, kiosks, gas stations, entryways, countertops and fitting room areas. These positions put the message at eye level or arm's reach, turning the display into a focused touch point rather than a distant billboard.
Creative must match screen size and viewing distance, not just brand guidelines. Larger screens require bold visuals and minimal text — ideally fewer than five words, in Sesto's view — with no complex formatting. Smaller screens support detailed messaging: product details, high-density information and subtle animation. Up close, a small screen feels like looking at a phone or talking to a retail associate, giving messages a conversational appeal rather than a broadcast feel. They can also carry specifics such as ingredient breakdowns, customer reviews or pairing suggestions to build trust.
Why CTAs work better up close
QR codes, web URLs, touchscreen prompts and NFC tags are ineffective on massive overhead displays because of the physical gap, Sesto writes. Scanning a code from far away demands camera zooming that distorts pixels and causes failures, and viewers in a crowd rarely want to point phones upward at a public board or slow people behind them while lining up a shot.
Moving displays closer to a viewer's field of vision removes both physical distance and cognitive effort. A QR code on a 10-inch counter display produces significantly higher scan rates than the same code high on a wall screen, according to Sesto. Bringing the screen closer gives viewers a smoother path from noticing an offer to completing a sign-up, transaction or download.