Fade in on an episode of Jeopardy!
‘I’ll take billboards for $1,000 Alex.’
‘This is the magic number when it comes to billboard advertising.’
‘What is six.’
About year ago Paul Suggett wrote a brilliant post on thebalance.com titled?10 Steps To Making a Great Billboard Ad.? ?The article references the magic number of six when it comes to billboard advertising.
“Six words or less is ideal”?and “Six seconds has been touted as the industry average for reading a billboard.”
Then why does a billboard like this exist?
This billboard is emblematic of the current state of billboard advertising.
Whether I am cruising I-95 in Philly or whatever city I find myself in, more often than not I encounter something like the above or this gem:
All together now: Are you kidding me?
Look at those boards for 6 seconds.? ?imagine in your car doing 70.? What do you recall. Go ahead, I’ll wait…
Where do I start?
And I do not mean to pick on these two specific boards but, again, they represent an industry gone awry.
Let me just fire off my thoughts rapid fire:
Not every billboard is bad.
Ok yes this is from an iconic brand that has tremendous equity so you can make the point that it’s easier to create a billboard for such a well-recognized brand.
January 30, 2018
By Steve Olenski.