Billboards continue to be an important component in a brand’s marketing mix. Due to the large amount of impressions they generate, effective design is critical for brands to influence consumers who purchase their products and help generate awareness for the company/brand.

Grab the Attention Immediately

Most billboards are located along major transit routes and many people are exposed to the advertisements while driving. You must make an impact in a short period of time, and this can be achieved by keeping it simple! Large fonts & logos, bright & contrasting color schemes, and vivid images will increase the impact of the impression as well as boost ad recall. At times a short phrase with large font can convey the brand message in a more impactful way than a “busy” billboard with too many words or images.

Make a Lasting Impression

Be unique! The more unique your billboard message and design is, the more it will increase recall and raise brand awareness among consumers. The use of uncommon design elements, humor or 3D build-outs (i.e. Chik-fil-A cows) can really make your ad stand out from the crowd…and ultimately leave that lasting impression! Digital billboards are ideal for utilizing bright colors or flashes to capture the consumer’s attention. Push the boundaries and think outside of the box (or ad space)! Need some inspiration? Check out Brilliant Ads on Instagram!

Compelling Message

Be sure that the story behind your message and brand is very clear. Once you capture the attention of consumers, you now must lead them to engagement of your brand or product. Be sure you have identified vital elements: phone number, website, product, address, etc. The vital elements should be a focal point on the billboard for engagement purposes. Additional Tips – Try creating curiosity with the consumer with a call-to-action for immediate engagement. The use of humor or emotional ads have been great tactics used by many brands to “win over” consumers which will increase brand preference and engagement.