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.

• The Kubota ad shown here features a simple, clear visual of product. The headline is only four words.
• A large, mostly high-contrast logo tells the target audience who the advertiser is.
• The board is divided by a line echoing the silhouette of a local mountain found at the bottom of the logo. Nice touch.
• There is the required manufacturer’s logo in the lower left no one will really see, but it probably qualifies the ad for co-op dollars. The ad does its job as an awareness piece.
• I would have made the tag line white instead of orange because high contrast reads better than orange on black even on a digital.
• This ad earns a 4 (very good).

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