09
Sep
“Tall, Outdoor Type Seeks Bright, Witty Companion…”
For every billboard that snags the attention of passing drivers, sending them digging for a pen and paper at the next stop light, there are four that elicit little more action than a glance or a yawn. Fortunately, there’s a lot to be learned from the mistakes of others.
After spending more than a decade helping businesses make the maximum impact with their outdoor advertising campaigns, COMSTOR outdoor knows what works and what doesn’t. Below are the top 5 mistakes made on billboard ads, along with our tips to avoiding them:
Mistake #1: Going on, and on, and on…
A billboard ad needs to hit moving targets, and lots of them. It’s not the place for a lengthy explanation about the merits of your product or service. Keep your message short and sweet, underscored with high-impact colors and graphics. Save your longer messages for your website and printed materials, and when you meet your prospective customer.
Mistake #2: Skipping the “sizzle”
To make drivers sit up and take notice, you need something to set your message apart from all the rest—that elusive “wow” factor. Whether you get them laughing with a clever one-liner, intrigue them with a compelling question, or catch their eye with a powerful graphic, your ad should make them look—and, more importantly, make them remember what they saw.
Mistake #3: Making them think too much
Sure, you want your message to be memorable, but you don’t want to risk confusing or frustrating your audience with an ad that’s too cryptic or difficult to read. Avoid obscure statements and fancy scripts—instead, opt for a clear message in a simple font that can be easily scanned in a quick glance.
Mistake #4: Using the wrong colors
Remember, a billboard ad works for you 24 hours a day. Don’t limit its effectiveness by using a color scheme that’s difficult on the eyes; day or night. What works in print materials doesn’t necessarily translate to a large outdoor billboard. Choose bright, high-contrast colors that will convey your message 24 hours a day/7days a week.
Mistake #5: Choosing the wrong location
In many cases, a billboard’s message may be on target, but its impact is lessened by an obstructed view, busy intersection, or other signs nearby. To get the most bang for your advertising buck, choose a high-traffic location with minimal competition and distractions. A COMSTOR Outdoor sales representative can help you identify a location to make your message shine.
