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5 things to remember about billboards

Creating a billboard is not easy as you might think
By Carlo P. Mallo |

Creating a billboard is not as easy as one thinks. After all, it is a thousand more times bigger than a regular print advertisement and will compete against a hundred others in the same location.
asked OOH! Media Australia’s Brendon Cook during the Digital Solutions Cooperative 2011 conference  in Singapore on what things should entrepreneurs, brands, and companies should consider before putting up a billboard along, say, EDSA.

Cook gave five things that should be taken into consideration to ensure that the billboard will deliver the results that you want.

1. Simplicity
The billboard and its message should be simple enough to understand at first glance.

2. Clear Branding
The brand, whether stated or implied should be obvious. It is the traffic that is moving and not the billboards in this case.

3. Visual Appeal
Just take a look at the Guadalupe Bridge and you will be overwhelmed with the number of billboards trying to upstage each other. The visual appeal should be enough to grab the attention of passersby.

4. Third Wish
A third wish is what marketers would refer to as the wish that the consumers did not know they were looking for.

5. Innovation
The Coca-Cola billboard along EDSA may not be on a prime location as other billboards but with its innovative design, the billboard has been searched and scouted for by people who pass by the area. (The Coca-Cola billboard, which is in partnership with the World Wildlife Fund, uses live plants to create the silhouette of a Coke bottle.)


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