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.

Jason Melbye Real Estate

Rating: 2 (below average)

• I can’t stop staring at the huge empty space in this ad. It dominates the message.
• The photo is most likely provided by the advertiser and, even though we give solid advice on how to take the shot, there’s no controlling what we get to work with. I still would have considered color correction of maybe even ask the advertiser to try again if they could not get a professional photographer to take the photo.
• The headline is at the bottom.
• One piece of contact info is large enough to read and one is not.
• The Re/Max name is too close to the top and right edge of the ad.
• With 19 words and an odd arrangement of elements, this ad earns a 2 (below average).

As always, I do not know the particulars 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:

[wpforms id=”9787″]

Paid Advertisement