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.

Rooterman

Rating: 3 (average)

• The ad pictured here works well in the location I found it…a 12×24 next to a heavily traveled surface street throttled by construction.
• The word count is great at only 9.
• The logo is large and fairly easy to read. The mascot doesn’t take up too much room.
• But the services and phone number could be bigger, aka, easier to read and remember. This ad earns a 3 (average).

As always, I do not know the details of the art request, the influence of the advertiser on art direction, or the 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:

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