Billboard Advertising

4 Elements Billboard Ads Must Have

Written by Ashwin Satyanarayana for Gaebler Ventures

The tables for marketing have been turned around; things are changing rapidly for marketers. Consumers emerge yet again as the force that determines the success of any company selling products and services. Here's how social media allows that to happen:

Could you say something effective in less than a minute or perhaps just a few seconds? You would stutter, stammer, grope for words, wouldn't you?

Even seasoned sales people can't deliver messages in less than a minute or maximum two, could they? A bill board has no excuses, though; it can't ask for more time with you speeding down that road. It has to communicate well and do it fast. Here are four elements your Billboard Advertisements should have:

A Shocker- text or visual

Bill boards are usually a major element of outdoor advertising where the attention span of the people you are targeting is almost negligible. If you need to grab their attention in that little time, nothing works better than a shocker - something jaw-dropping. Try anything that works for you. Sex sells, world-wide. A scantily clad woman, a raunchy statement or a thought-provoking one-liner should do the trick. Have you heard about this famous ad that said "Want Free Sex? " which points to another bill board right below the previous one while the other one reads "Gotcha? Burger King .This way".

White space

Silence speaks volumes, doesn't it? It sells in volumes too. White space - gaps in between the actual copy or visuals on your bill board - is crucial for a successful campaign. White space helps eases the visual impact of a bill board campaign and makes it easy to absorb what is being said. A modicum amount of white space on a billboard enhances the appeal of the ad and allows the message to go right through to the customer.

Short, effective supporting Messages

You will need something to justify the first visual or text shocker you would have given your readers a bite of; something that further explains your message to drive it all home. The rest of the space that is left on the billboard should have clear, succinct and short lines to explain or justify your primary message.

A Call-to-action

The last part of the crucial elements on a billboard advertisement is a strong call-to-action. Too many advertisements ignore this last but crucial element - the one that actually makes customers perform a profitable action. Even if it is glaringly obvious, say it out aloud. The effectiveness of the overall ad is actually tested here when you ask the customer to call, email, buy, or to visit your office or store. The stronger your advertisement is, the more effective your call-for-action would be.

Ash has an undergraduate degree in engineering and an MBA from Ohio University. Today he is a corporate trainer, business coach and a freelance writer.

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