I am amazed at the amount of money wasted on ineffective billboards. For the moment I’ll skip the problems with poor placement and visibility and focus on the tendency of some advertisers to clutter their boards to the point of ridiculousness.
I snapped this photo from about 150 away. The picture isn’t very clear but neither was the billboard. I couldn’t read it clearly standing still, there is no way anyone driving by at 40 miles an hour would catch it.
Here’s the problem. Often the advertiser looks at the mock-up from a foot or two away. At that distance it’s more like a postcard a little cluttered but still legible. A better test of readability is to stand 8 to 10 feet away and see if you can easily understand the message.
A driver can absorb about one photo and eight words unless of course the driver is stuck in a traffic jam. Keep it simple. Keep it catchy. Keep it short