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.

Ocoee River
Rating: 3 (average)

• The rafting ad pictured here uses an action shot of the target audience having a good time doing what the advertiser sells. Unfortunately, it’s literally pushed to the side by the headline.
• That headline also lacks a bit of contrast with the background which impairs the legibility.
• With the web address positioned in an odd place, the vagueness of the directional, and the small logo in the upper right, the ad lands a glancing blow instead of a solid punch.
• This ad earns a 3 (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 encouraged the advertiser to run the ad pictured below to promote the same message in a similar style. The photo is the center of attention and busting across a graphic element for impact, the tag line is larger with better contrast, the logo is larger and higher contrast, the directional is visually tied to the URL for more info, and the web address is the last thing the eye sees as it travels across the ad.

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