Billboards

Traditionally, billboards have been treated as poor cousins to mainline media advertising like print and broadcast. The creatives are invariably hastily put-together ‘adaptations’ of images and content from these other media, and put into a template that is then applied across locations and cultures en masse. Driving past at speeds that allow you an average of seven seconds to absorb messages on billboards, the incidence of advertising being entirely overlooked is high. Billboards avoid the resultant loss of prime communication impact by designing the creative especially for the medium. The exact dimensions, aspect ratios, ratios of components of the communication, and the locations are factored in to create the maximum impact composite artwork. They cut through the street-side clutter, the advertising noise, and the limitations of time to literally jump out of their space and into the viewers’ consciousness…leading to tremendous recall!