Rate This Ad allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham (www.gregcallaham.com) who has over 30 years of experience in outdoor advertising design. Insider uses and endorses Callaham’s services.

50,000 Silver Dollars

Rating: 2 (Below Average)

• The ad pictured here reads pretty well. It has nice vivid colors, fairly good contrast, an easy-to-read font, and mostly good text size.
• What is does not have is the business name. Perhaps that is by choice because there are multiple very similar billboards for the next 75 miles leading directly to the business with very similar on-site signage all over it. We cannot presume that because this is the only ad we see.
• So, as well as it is designed for legibility, it crashes and burns for failing to inform the reader who is advertising, which is the whole point of advertising.   This ad earns a 2 (below average).

Since I do not know who the advertiser is, I cannot offer an alternate design that better informs the target audience

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