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. Billboard Insider uses and endorses Callaham’s services.

 Milos

Rating: 5 (great)

• This ad stands squarely in my sweet spot: it hits all the parameters of good outdoor.
• It has brightly colored box to attract the eye to the selling message.
• The headline is only seven words long.
• There’s an easily recognizable image of “the country,” and a hero shot of product in triplicate.
• Clever font treatments emphasize important words in the tag line and the business name is hammered home on the three product labels in the lower right.
• This ad earns a 5 (great).

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