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 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Ilia

Rating: 1 (not good)

• As we see so often in our industry, a clever magazine ad does not always translate well to outdoor advertising. This is a prime example.
• First and foremost, the target audience cannot possibly know what is advertised unless they are already familiar with the product. In other words, this ad will not bring in new customers.
• Second, there are too many words on this ad. That matters even though all but one, are far too small to read.
• And third, most of the text is set on an organic squiggly baseline that completely eliminates any chance the driving public has of reading it. So, this ad space most likely netted an ROI that disappointed the advertiser.
• I looked up Ilia to see what they sell: skin-friendly cosmetics. This ad earns a 1 (not good).

As always, I do not know the particulars 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.  The imagery and the top line of text are pulled from the advertiser’s web site.

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