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 has used and endorses Callaham’s services.

Dalton RV

Rating: 4 (very good)

• There’s no question who this advertiser is. And the web address is cleverly incorporated into the business name. That’s a terrific way to save valuable real estate on a billboard.
• The photo reinforces what they sell.
• The four bullet points are a little small, and they are really the same things competitors might do, but my gut tells me the advertiser probably insisted on including them.
• The directional is a good size with decent contrast. That helps since this is reads across multiple lanes of interstate traffic and another two lanes of surface road.
• The directional could be even larger if the phone number was deleted. It’s too think and too small to warrant being there, especially when it can be found on the web site prominently presented in the headline.
• This ad earns a 4 (very good).

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