The Unspoken Rules of Billboard Advertising (That Pros Know by Heart)

Right, we have to say it. Great billboard campaigns don’t happen by accident.

We don’t need to tell you that the advertising world is saturated and that attention spans are becoming shorter. 

So in order to stand out, a billboard campaign needs to follow a set of unspoken rules. 

But we’re not going to let them go unspoken anymore, we’re going to tell you what they are and why your next billboard campaign should follow suit.

The six-second rule

If you have read any of our previous blogs, you will have heard us talk about this and we mention it A LOT – because it is so important! 

But just in case you missed it, people who view your billboards are on the move, which means the average viewer tends to have six seconds to absorb your message.

The rule is to stick to a super simple design which showcases one idea, one headline and one visual. Keep it punchy so your viewers remember it.

Be loud

The best way to think about this is to design like you are shouting across the street. Billboards aren’t read, they are seen so you need big fonts and bold colours that conveys your message instantly. 

The rule is if someone can’t read it when they are driving on a dual carriageway, or through a rainy windscreen, then you’ve lost that potential customer.

Location, location, location

Yes, we know we talk about it a lot, but that’s because you can design the most incredible billboard but it means nothing if it’s in the wrong location. The same ad will hit differently depending on where and how it appears. 

The rule for this is to think who will see it, where they are and what their mindset might be. 

Be clever

To win, you need to be smart and not make your billboard overcomplicated. To put it simply, complexity kills. By designing something headturning, you will make yourself more memorable and it may even make its way online. 

The rule for this one is to make sure your billboard is understood immediately. 

Be consistent

A billboard isn’t a stand-alone. A series of billboards which are strategically placed will reap the most benefits. But in order to make this successful, you need to remember the rule of committing to a tone, palette and ToV so that your brand is easily recognised.

Don’t forget online

Maybe you don’t think that billboards and online go hand in hand. Well, that’s wrong. There have been a number of billboards that have seamlessly found themselves online after people stop to take a snap. 

When designing your billboard ask yourself ‘would someone screenshot this and post it with zero context? If yes, you’re onto something.

So there you have it, the unspoken rules of creating a successful billboard campaign. Remember, you’re buying a few seconds of someone’s attention so make sure you use it.

Next time you’re planning your billboard advertising campaign, forget about the brochure style-sell and remember less is more.

If you’re ready to make an impact, get in touch with our team today.