WRITTEN BY SHERRI GARCIA
Let’s face it… we’re living in a digital age. The use of technology for advertising and marketing has been on the rise for years – which means billboard advertising is now a lot more important and effective in getting a message across. Billboard advertising is an effective means of catching consumer attention in a short amount of time, especially during a time where their attention can be hyper-focused on your ad without other marketing distractions.
That being said, let’s focus on 5 major rules for effective billboard advertising.
Rule 1: GET YOUR STORY STRAIGHT
Billboard advertising should not be your primary channel for communicating your message. It is, however, effective in working as a secondary advertising medium, which aims to unify and support an advertising campaign. In most cases, it can’t do the heavy lifting. Billboards are the wrong medium for anything more than a quick message. The design and message should supplement your main “story” in order to both unify your campaign and leave a memorable mark. A design without a supporting backstory simply won’t be memorable. To develop your story, take the key message of your campaign and give it meaning: it could solve a problem, evoke an emotion, or fulfill a need (even one people didn’t know they had until they saw your ad). Why is this important? Because people tend to forget facts, but are great at remembering stories.
Rule 2: KEEP IT SIMPLE
Short, sweet, and safe. The average driver only has about 5 to 8 seconds to view your ad, (sometimes even less), and your visual communication will be more impactful when it is simple and clever. Try not to overcrowd your ad with a lot of information and forget about using web addresses – no one can click the billboard with their eyes and they’re most likely not going to remember the URL. Instead, push the brand or the product in an interesting way. Simple, impactful design will benefit the campaign and the brand in the long-run.
Rule 3: MAKE IT MEMORABLE
Commuters consistently see the same advertisement during their drive to or from work and are most likely to recall the brand if the design is memorable. This is the time to be loud!
The most obvious design is rarely the best one. It’s crucial to push past the obvious design choices to find the big idea. Brainstorm, create visual and verbal relationships, develop visual metaphors, use bizarre imagery or create an interesting focal point. Whatever your major “trick” is, make sure there’s only one focus of the design and that everything else supports it.
Rule 4: INCLUDE A CALL TO ACTION
A call to action doesn’t have to be “visit our website,” nor should it be. The main message should prompt an actionable response, whether short term or long term, that is going to benefit the brand. However, the effectiveness of the billboard isn’t solely based on consumers’ IMMEDIATE action – it’s based on whether or not the consumer remembers you.
Rule 5: CHECK YOUR MAP
This means two things:
- You should know exactly who your target audience, including their lifestyle, habits, their likes and dislikes, etc. Research the demographic and know what is important to them. Knowing this will help you create an advertisement that will resonate with them. For example, use local slang to connect with local drivers, or poke fun at techies in California’s Bay Area. Whatever it is, you HAVE to know your audience.
- The location of your advertisement may present clever opportunities to use the environment and location to your advantage. Consider incorporating physical, real-life elements into the design. For example: does your billboard space sit directly next to a building? Perhaps include a photo of a person leaning on the edge of your artwork, which lends to the illusion of someone leaning on the building itself.
Billboard advertising can be leveraged to truly benefit your brand, and it’s crucial that advertisers, marketers, and designers understand the most important practices for effective billboard design. Following these rules will help consumers to remember you! And if they remember you, your brand will grow.
Are you ready to tell your story? Let us know, and we’ll be happy to help!