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.

Mad Ants

Rating: 5 (great)

• This ad gets the attention of passersby. I mean, it’s a giant bug face on a bright yellow background.  How is that going to be ignored?
• The Poltergeist-like tag line conveys a reason to pay attention. The target audience is obviously citizens of Fort Wayne, Indiana, and others who are considered locals.  I had to look up Mad Ants to know what the billboard is advertising, but I’ll bet a lot of locals did not.
• The text that could be bolder or words that could be bigger, but I think the message is still very clear and easy to understand for those for whom it is intended.
• For the use of color, imagery, and word count, this ad earns a 5 (great).

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