Why the best billboard adverts say less (and win more)

When it comes to billboard adverts, the phrase ‘less is more’ is very important.  

The world of advertising is saturated and the attention spans are shrinking, so when it comes to your billboards design you need to remember that the best billboard ads say less and win more.

So, let us tell you the secret sauce that separates a good billboard design from a great billboard ad.

You have six seconds

When we told you attention spans were shrinking, we weren’t lying (especially when people are on the move). So, when it comes to your billboard ads, you need to keep in mind the six second rule. 

The average pedestrian or driver has around six-seconds to absorb a billboard. With that in mind, there is not enough time for long copy or complicated messaging. Keep it punchy, making people look twice and take action later.

Keep it simple

On the back of the six second rule, and we can not stress this enough – simplicity cuts through. The more cluttered your billboard ad is, the more likely your message is to be lost. The strongest billboard ads use one key message, minimal text, bold visuals and a clear CTA.

Remember that the key job of your billboard ad isn’t to make a sale – it’s to spark curiosity and be remembered.

Repeat, repeat, repeat

Usually, repetition can be annoying, but when it comes to billboard ads, repetition makes sure you’re present. A short message which is seen consistently, makes you more memorable. If we say the words ‘Got Milk’ or ‘Just Do It’ – we bet you know exactly which brands we are talking about.

It’s a billboard, not a brochure

Do not treat your billboard ad like a flyer. Long paragraphs, hard to read visuals and multiple selling points are a big fat no.

Aim to ensure your billboard ad makes the viewer feel something, whether it’s humour or curiousness. Sparking emotion makes sure your message sticks!

Say less, win more

It’s simple. If your billboard ad can’t be understood at a glance, then it’s a total waste of time and money, 

Trust what you are trying to say and let your design do the heavy lifting.

If this sounds like something you want to explore, get in touch with our team today. Let’s make a statement, not a mess!