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.

Nicolet Law

Rating: 3 (average)

• The ad picture here is easy to read and features an eye-catching, if bewildering, visual.
• High contrast white text pops nicely out of the violet background.
• The Q&A headline states the advertiser name as the answer.
• The two points of contact reinforce that name, giving us the “frequency” in “reach and frequency” in a single billboard. You really don’t see that very often. Nice job!
• The unexplained visual is just weird. I presume the advertiser and his friends get it, perhaps even local residents. But this reviewer is mystified. I think a significant portion of the target audience might be left wondering, too. And that costs this ad a point. This ad earns a 3 (average).

To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title.  Our newsletter is free and we don’t sell our subscriber list.

Paid Advertisement