1. Be Concise (15/20): The less information displayed, the faster drivers will comprehend your message, and the more likely they’ll be to remember it. Most sites agree you should aim for seven words or less in your headline.
2. Focus on One Message (15/20): A billboard ad needs to be simple. Do not try to convey multiple ideas or messages. Focus on one key idea and convey it as clearly as possible. Your average viewer traveling 70 miles an hour. Your message needs to be clear.
3. Make Your Font Readable (14/20): Use a large and easy to read typeface. Avoid fonts with thin strokes or ornate designs. As Zak Mroueh of Aulu Alpha Kilo explains in Open 3, “For a standard 10 x 20 ft billboard, if you count a maximum of 22 characters across from left to right, including spaces, it will always be readable…If mathematics isn’t your strong suit, there’s another technique that never fails: whatever the art director designs, make it 25% bigger.”
4. Use Contrasting Colors (13/20): Contrast makes your ad memorable. Lamar for instance refers to research indicating high color contrast improves out-of-home advertising recall by up to 38%. Penneco adds that bold, fully saturated colors make a billboard stand out, while neutral and pastel colors blend in with the scenery.
5. Quality Images are Key (11/20): A compelling picture can carry an ad. Use big, impactful images that will print well at billboard size. Many outdoor advertisers recommend images be 300 DPI minimum.
6. Be Innovative and Creative (6/20): Consider using humor, top-outs, side-outs, or extensions, or other unconventional integrations to make a unique and memorable billboard. After all, no one remembers dull.
Thank you, Billboard Insider, for this great article and many, many others.
https://billboardinsider.com/the-top-design-tips-from-20-outdoor-advertisers/
Objective Truths about OOH
OBJECTIVE TRUTHS ABOUT OOH-Billboard Insider, August 18, 2020.
– “Keep It Simple!”
-According to a study at the University of Minnesota, The Human Brain processes images 60,000 times faster than text and 90 percent of information transmitted to the brain is visual. Which is why visual content is 40X more likely to be shared on social.
–23% of ads are more likely to be noticed when using fewer elements.
–89% of viewers are more likely to respond to a web address than a phone number.
–75% of advertising impact is determined by the creative quality… it’s determined by the thought you put into it, by the craft of our work.
Thank you Moss, Christine Rose, and Val Vespa for those stats!
SOURCES: Pew Research Center “Internet/Broadband Fact Sheet”, 800 Response “Consumer Recall Rates of Phone Numbers in Advertising”, Advertising Research Federation, Neilsen “Out-Of-Home Advertising Study” & “Out-Of-Home Advertising Study Location Report”, OAAA “Benefits of OOH Advertising Custom Analysis” & “Color Combinations & Contrasts”, Kantar Millward Brown, 2019, University of Alberta, Canada, “The Link Between Creativity and Eectiveness” Institute of Practitioners in Advertising, 2010, “How Advertising Works Today” Advertising Research Foundation
The Value of A Billboard
Ever wonder what form of advertising gives you the most return? This article from Billboard Insider will break it done for you:
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