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.

Stacks of Gold

Rating: 3 (average)

• Stacks of Gold! That’s a pretty good attention-getting device. Then there’s something about Carolina Gold, 100X, and $300,000.  And that’s it. That’s all one can read on this board unless you happen to be the bill poster.
• I presume much of the small white stuff was dictated by the advertiser to be “small, but it has to be on there,” or the advertiser provided the art and all the OOH vendor could do was simply hang the vinyl.
• The ad assumes the target audience knows this is part of a lottery because they have seen other advertising for it. So, as a support piece, this ad does a good job of keeping Stacks of Gold on the mind of passers-by.
• As a standalone ad presented to those who are unaware of what it means, it offers no legible explanation or a way to find out more info unless the viewer takes it upon themselves to Google Stacks of Gold. It’s a visually attractive ad with nice contrast and a large headline. However, it has no call to action and it makes some incorrect assumptions as it attempts to communicates the selling message.
• This ad earns a 3 (average).

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