Billboards have filled all the streets of cities and towns
The rational inclusion of costs for placing outdoor advertising in the media plan, the correct composition and organization of an advertising campaign – all these are key factors for successful advertising activity.
However, despite a number of undeniable advantages, outdoor advertising is not suitable for every advertiser, limiting the advertising message to just a few words and not too rich an illustration. The famous "4-second rule" forces advertisers to shorten the advertising message, providing it with maximum meaning with a minimum of words.
Now even a practice is forming of using outdoor advertising as a kind of signpost, a reminder of an already familiar brand, and an indication of where it can be found. Moreover, the market is gradually becoming saturated, it is becoming more difficult to find a profitable location for outdoor advertising, and there are frequent cases when an advertiser simply does not trust outdoor advertising, not seeing prospects in such long-term investments.
Due to these factors, the development of what was once an ordinary advertising message becomes serious work, comparable in complexity to an engineering solution. An advertising designer must combine artistic skills with commercial acumen, as well as be able to correctly use such techniques:
- Text – maximally brief and concise. Unlike advertising in print media, outdoor advertising lacks such a concept as "plot development"; moreover, in case of an illegible inscription, it will not be possible to bring the text closer to the eyes. An advertising text of 5-7 words is considered ideal.
- One of the main properties of outdoor advertising is color. Properly chosen colors for a billboard will necessarily set it apart from the crowd, making the advertising noticeable and attractive. Contrasting and bright colors are used (yellow, green)
- Font – based on the need to make the text as short as possible, the number of letters should also be minimal. Attention should be paid to line spacing, not to overuse different typefaces and font sizes, otherwise the ad will not be readable.
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