Rate This Ad allows a billboard designer to rate a random billboard ad using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer suggests improvements to the ad. 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.

  InjuryCaseCash.com

Rating: 2 (Below Average)

• We’ve all designed ads like this or sold ads like this.  Not an Obie winner.  Not super creative. But at the end of the day, the advertiser approves it and we move on to the next project.
• The contact info has high contrast with the background, and it is in upper- and lowercase letters, making it easier to read.
• The web address doesn’t stick to many brain cells, but the phone number is easy to remember.
• The headline actually appears to be smaller than the contact info, causing it to compete for the viewers’ attention.
• Some of the headline has much higher contrast with the background than the rest, making it easier for the target audience to read, but causing the two parts of the fractured headline to compete with each other.
• The end result is an outdoor ad that reads from the bottom up and is less memorable as the eye travels to the top.
• This ad earns a 2 (below average).

Given the opportunity, I would have encouraged the advertiser to run the ad below. It’s easier and faster to read, and uses imagery and colors from the web site for brand and message continuity.

[wpforms id=”9787″]

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