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.

Milwaukee Pretzel

Rating: 5 (great)

• This ad hits all the parameters of good outdoor.
• Large, easy-to-identify product shot.
• High contrast between text and background.
• Big advertiser logo.
• Single point of contact for the target audience to remember.
• Less than 12 words.
• As a designer, I want to give a nod to the call to action graphic echoing the blue flags across the top of the ad.
• Nice work; those things matter and demonstrate excellent craftsmanship. This ad earns a 5 (great).

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