Creative American Billboards
What makes one billboard more effective or better than the next? Take a drive down any American highway or around a major metropolitan city streets and you’ll see a barrage of billboards. With so many marketing messages vying for our attention, what makes one stand out? When you look at some of the top America billboards you’ll notice patterns and themes that begin to emerge. That’s because the best advertising campaigns follow trusted and true best practices while pushing the envelope with creativity.
Think Simple Messaging
You might only have a few seconds to catch a pedestrian or motorists’ attention, so an effective billboard should aim for six words or less. Visuals should be the main focus. A boring ad won’t be remembered either. Smart, punchy phrases can make a lasting impression quickly.
Using 3-D Space
An easy way to catch potential customers’ attention is to go beyond the 2-D billboard model. Billboards that have cut outs and images that extend off the billboard layout instantly demand a second glance. Some of the best advertising campaigns also use steam, water, paint, ropes, etc. that extend off the billboard parameters and into the open space.
![CBS Outdoor]( "Out of Home International")
Social Media Integration
American billboards that drive customers to their social media sites, whether it be Facebook, Twitter or other platforms, are able to carry their messages to the next level. Asking customers to connect on social media for contests, voting, more information and bonus materials allows for an opportunity to further the interaction beyond the initial glance.
Creative Placement
When you think of the best advertising campaignsout there, many play off the space and location surrounding their billboard. For example, consider using more than one billboard placed strategically near each other to connect your message between the two signs. Your sign can also use the natural environment around it. Several memorable billboards have used the background of blue skies or buildings to create optical illusions that require a second glance.
Multi-Channel Integration
Many billboard campaigns are no longer a stand-alone message. Instead, they reinforce the same campaign with other outdoor media such as bus wraps, transit ads, subway posters and more. This allows the same message to reach potential customers at several touch points.
While our list provides guidelines for what the best advertising campaigns are currently using, it’s only a matter of time until a new wave of innovative American billboards hits the scene with a truly unique angle. Advertising professionals will continue to evolve as they find ways to stand out from the other messages and white noise surrounding the outdoor advertising market.
This post is sponsored by CBS Outdoor
For more creative billboard solutions visit Out of Home International.