Billboard ads are not the same as mobile ads. In this mini guide, lets explore the essential differences between billboard and online mobile advertising with our top 7 tips.
Learn what to avoid in billboard design and how it contrasts with online ad strategies, helping you create more effective and engaging advertisements.
- Avoid Small Text and Details: Billboards are viewed from a distance, often at high speeds. Unlike online ads, where detail can be beneficial, billboard ads need to be legible and understandable in a matter of seconds. Avoid using small text or intricate graphics that can’t be easily understood from afar.
- Don’t Overload Information: While mobile and web ads provide the space for additional context and information, billboards should convey a message succinctly. Overloading a billboard with too much information can be overwhelming and ineffective. The message should be concise and to the point.
- Resist the Urge for Subtlety: Subtle messaging can be effective in an online context, where users can take their time to understand the ad. However, billboard ads need to be direct and bold to capture attention quickly. Subtle messages are likely to be missed by people who are merely glancing at the billboard.
- Avoid Ignoring Branding Consistency: Just as with online ads, consistency in branding is crucial for billboard ads. However, the execution needs adjustment. Ensure your brand is recognizable at a glance, using large logos and consistent brand colors, but avoid complex branding elements that work better in digital formats.
- Don’t Skimp on Contrast and Color: High contrast and bold colors grab attention and enhance readability from a distance. While nuanced color schemes might work well on mobile screens, billboards require more robust visual elements to stand out in the varied outdoor environment.
- Avoid Non-Contextual Imagery: Each advertising medium offers unique contextual opportunities. For billboards, this means considering the environment in which your ad will be placed and ensuring the imagery is suitable for quick, broad comprehension. Unlike online ads, where imagery can be nuanced and detailed, billboard images should be straightforward and impactful.
- Don’t Forget Call-to-Action (CTA) Adaptation: While online and mobile ads can include interactive CTAs such as “click here,” billboard CTAs need to be adapted for real-world engagement. Simplify your CTA for billboard ads, making it memorable and easy to act upon later, such as a simple URL or hashtag.
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