Rate This Ad allows a billboard designer to rate a billboard ad using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer recommends how to improve the ad. This week’s rating is by 3x OBIE nominee Melody Roberts, Owner and Chief Creative Officer of Out of Home Creative, an outdoor advertising design firm. Melody has been in the outdoor industry since 2001. Insider uses and endorses her services.
From Melody Roberts: Advertisements are provided by Billboard Insider. Ratings and recommendations requested by Billboard Insider are how I would approach the creative design without knowledge of conversations the designer may have had with the client.
RP Equipment
Rating: 4 (very good)
- The crane extension and its interaction with the rest of the advertisement is a great concept, bringing it to life!
- I would have cut down on the content and presented the crane with two headline options (in Black letters):
- RENT. WRECK. REPEAT. and the website
- RENT RP EQUIPMENT
- Adams Outdoor has a great team of designers, so it’s possible they provided the same options, and the rest was client-directed.
- If clients request more than necessary on their OOH advertising, discuss why they should reconsider some aspects because if the layout is filled with copy and graphics, something could get lost. By uncluttering the ad, it is easier to navigate and increases legibility.
- As is, REPEAT is off-center because there needed to be room for the information on the Right.
- To see the logo, it had to be a specific size competing with the headline and crane.
- I think the idea for using two colors in the headline was for people to realize it says, “RENT! RP,” but Black is the greater contrasting color, so it may take a few drive-bys to get this.
- The logo and website are repetitive.
- Unless there’s a directional suggesting otherwise, it is unnecessary to state the town because it is implied the business is in the same area as the billboard.
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