Outdoor Advertising: Using Signage Effectively

Outdoor advertising has been around since motorists began travelling the roads and highways. They offer an inexpensive way for advertisers to reach large numbers of people who pass by and read the ad messages.

So what are the rules of using outdoor advertising messages effectively? The list isn’t very long, but all the points are crucial to using this as an effective medium. Remember, the purpose is to have an ad message presented that’s able to be read by someone in a vehicle driving by.

Ad messages must be brief. Use short words and concise copy. The faster the traffic passes by the sign, the less type should be used.

Type should be set in a large size and preferably a sans serif type, with appropriate spacing between words. Many billboards use black type on a yellow background because it offers excellent visibility and readability.
Use large artwork. Large artwork commands attention. This is one type of advertising where pictures tell the best story. Illustrations should be colorful, bold and bright. Figures should be silhouetted.

Clearly identify the product in the space. It should be able to be seen, and easily identified, at a distance. Logos or trademarks should be prominent and dominant.

This is a very simple medium, and ad messages shouldn’t be complicated by too much information. Less really is more in using outdoor signage. Imagine someone driving past the sign in their vehicle. Based on the speed at which they’re travelling, they may only have seconds to view the message on the sign.

Optimum locations are those where traffic stops and sits before moving forward again. In these locations, people have more time to read the signage. The location of the sign should determine the limitations of the ad message.

One interesting type of outdoor sign is called the spectacular sign. Spectacular signs often have images projecting off the board in a 3-dimensional presentation. These are placed in prime locations, offer lighting and technological solutions to the traditional flat surface of posters or painted signs. Since spectaculars are individually designed for the advertiser, the cost of space and construction is higher, but may be negotiated. Even so, they still offer a low cost per person who views the sign.

Changes to spectacular signs can be costly because they entail more production work, and are usually bought for longer time periods (three to five years minimum). Purchasing ad space on one of these requires the expertise of a professional since engineering and legal problems may also be an issue.

Before using any outdoor advertising, make sure there are no restrictions, permits or licenses required. But using outdoor advertising signs can be an effective way to reach many people inexpensively.