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 uses and endorses Callaham’s services.

Parkridge Camp Jordan ER

Rating: 2 (below average)

• This ad takes eleven words to convey a two-word message and nine of the words are too small to read.
• There’s a mother/daughter visual, a logo, then an eight-word directional that is too small to read.
• This ad is aimed at a target audience that needs or might need an emergency room, perhaps for pediatric emergency care. And the directional is too small to read.
• At least it has good contrast.
• This ad earns a 2 (below average).

As always, I do not know the details 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 to promote the same message:

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