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 who has over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.

Big Bus Energy

Rating: 3 (Average)

• Eight words. This ad conveys its message in eight simple words. That falls within the parameters of good outdoor.
• One large visual. This ad has one large visual to draw the eye. That falls within the parameters of good outdoor, too.
• Unfortunately, only three words are large enough to read quickly and easily. Also, unfortunately, the visual does not have enough contrast with the background to really stand out. In fact, it’s practically camouflaged. This ad would be really cool in a magazine or direct mail, but it lacks the instant impact necessary to clearly and easily convey the selling message in outdoor.

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:

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