A billboard on a busy road reaches thousands of people a day, but each of them gives it a glance. The ones that work are designed for that glance.
1. Seven words or fewer
If a driver can’t read it before the light changes, it isn’t working. Cut the copy until it hurts, then cut it again.
2. One image, big
Show the product or the person, large and clear. Busy layouts disappear at a distance; strong contrast and a single focal point don’t.
“If a driver can’t read it before the light changes, it isn’t working.”
3. Make it part of the campaign
A billboard is strongest when people have already seen the TV spot or the reel. Use the same idea, the same line and the same look so every touchpoint reminds them of the others.
