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.

Chattanooga Exteriors

Rating: 2 (below average)

• The billboard pictured here advertises a local home remodeling business. While the mostly white background on this digital board should draw the eye, it’s difficult to read the message once the target audience is looking at the ad.
• The promotional package offered is secondary after the logo, set in identical smallish text and all blends together.
• The list of services is too small to easily read and almost unnecessary since the name of the business includes the word ‘exteriors.” There is also no contact info.
• This ad earns a 2 (below average).

As always, I do not know the details of the art request or components of the campaign this ad may or may not have been part of. But looking at this challenge with the eye of an OOH graphic designer and through the lens of the target audience, I would have urged the advertiser to run the ad pictured below to promote the same message:

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