It's All About Relevance: Why Content Is Not Just Content.

Always a Good Idea: Creating Content That Delivers a Wow Effect – Pro Tips From Mario Mersich, Creative Head at DMS.

When it comes to Digital Signage, one thing’s clear: Relevance is everything. Because no matter how technically perfect or visually stunning the screen is – if the content doesn’t deliver a wow moment, it misses the mark. But what exactly makes content truly captivating? We asked Mario Mersich, Creative Head at DMS.

Play Big: Focus on Image Quality.

“There’s still a common misconception that low-res images are enough for Digital Signage – like on a website. But even though both involve screens, the rules are very different. For Digital Signage, working with high-resolution material is essential. The moment you zoom or animate, the limitations of low-res assets become obvious: it gets pixelated and blurry. And on a 70-inch screen, every pixel counts – and I haven’t even mentioned 4K monitors yet...”

What’s Going On: Always Consider the Environment.

“Can people stop and watch – like in a waiting area? Then your content can be 20–30 seconds long. Or is the screen in a high-traffic pedestrian zone? Then it needs to be bolder and louder to get noticed. Should the colors be bright? Should you reduce screen brightness because it’s placed in a dark space? What’s the screen height? Content always exists in context – and it has to be adapted to that context.”

Three Quick but Crucial Tips.

“Print, TV, and Digital Signage are three very different worlds. Each one needs to be designed differently – even if the core brand look stays consistent.”

“Like websites and mobile apps, Digital Signage content must be responsive. It has to adapt to screen size and resolution.”

“There’s a fine line between grabbing attention and being overwhelming. Think back to the early internet days: flashing banners everywhere. Too much. Your viewers’ eyes should be gently guided to the product – not blasted with noise.”

Give It a Try: Testing in the DMS Lab.

“You can’t generalize with content. There’s no one-size-fits-all formula that works for every client. What works for client A might not work at all for B or C. It’s a learning process. That’s why we set up full testing environments at DMS – from smartphone-size screens to 70-inch displays. We’ve seen ideas that looked great on paper but didn’t land in testing. That’s where we make the refinements.”

Engaging the Senses: Sound and Scent.

“In cinema, 4D and 5D experiences are trending – shaking seats, scents, water sprays. In Digital Signage, multi-sensory experiences aren’t yet mainstream. We’ve done pilot projects with scent integration – some clients loved it, others asked to remove it. We've also used directional speakers and 'sound showers' for localized audio, so only the area near the screen hears the message. Spoken audio connects more directly than reading – and even though this field is still emerging, there are already solid solutions out there.”

Call to Action: Make It Intuitive.

“Interactivity in Digital Signage is growing fast – and users are already trained by smartphones to expect intuitive design. We need to bring that mindset to touchscreen signage. A call-to-action (CTA) has to be easy to use and look great. If I need to explain every button, I’ve already lost the user. They’ll say: too complicated – not worth it.”

Content and Screen Are King – But Only When the Quality’s Right.

“Of course content is crucial. It’s like a poster – if it says nothing, has a poor layout or a weak headline, people just walk past. But with Digital Signage, there’s also the tech layer. If the screen is badly installed, if cables are dangling, or if it’s damaged – that turns viewers away. Content and screen both have to be top quality. That’s when they become kings.”

The DMS Content Portfolio.

“We mainly work with animated content and short video clips. With an in-house film production team, we can quickly shoot or blend in custom footage as needed. Whether it’s still images, animated posters, explainer videos in comic style, or high-impact clips – our content offering is broad. Many clients rely on our design team to create CI-compliant layouts for screens, ensuring everything from design to animation comes from a single source.”

Mario really summed up what drives us at DMS: we aim to create wow moments – not just through screens, but through content, context, and real audience value. Everything has to come together to truly capture attention. That’s why we collaborate with a network of experts and continue to learn and evolve. It’s how we do our job best: by inspiring.

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