Outdoor advertising is about catching the attention of your audience through brilliant and stimulating outdoor art and copy. As the biggest and most prominent form of outdoor advertising, billboards are the best examples (and acid tests) of doing outdoor advertising right. As an advertising strategy, billboards can still play an important role in your brand’s presence outside of the digital realm.
Not surprisingly, billboard advertising is teeming with competition. Since other brands also use this medium in advertising their business, it is imperative for your brand to differentiate itself from all the visual noise. These are some of the practices that we think are essential in reaching your audience.
Focus on a single message with a specific goal.
Each billboard must focus on communicating a single message. Since billboards are often found near roads and public areas, brands are competing for the audience’s split-second attention. Having multiple messages adds complexity to your ad. Remember: Your audience won’t stop in the middle of the road just to ponder your ad.
Use short copy
The best practice in billboard copy is: Use seven words or less in your copy. While it might not seem economical to rent an entire billboard to communicate a short copy, your advertising agency will make it worth it. More often than not, billboard copy is purposively short but designed to be effective (because your audience won’t have much time to read a longer message).
The simpler, the better.
In terms of design, keep your billboard simple. Using unnecessary elements in your billboard distracts from your message. Don’t add to the visual noise that other billboards are already emitting. Also, use a minimal number of attention-grabbing images.
Choose the right colours.
When it comes to using colours in your billboard, remember to choose hues that reflect your company’s branding. Being consistent with your branding on every platform creates a strong, unified image in your audience’s mind. If the design calls for different colours, try eye-catching colours and colour combinations to draw in attention.
Put a premium on typography.
Billboards are meant to be viewed in a few seconds. Therefore, the fonts, kerning, spacing and visual flow of your content affect your audience’s perception significantly. Make your content easily readable for your audience.
Billboards are opportunities for your brand to show how different you are from others. Don’t fade into obscurity by just flooding your audience with multiple messages, complex copy and boring design. Create a tight, direct and unique billboard that will make your brand memorable for your audience.