It's the first of the month and new billboards are popping up around town. Outdoor advertising can be a very effective method of advertising. From my perspective, I find that outdoor campaigns that are part of an integrated marketing campaign are most effective. I am constantly amazed at how many billboards seem to lack a any creativity or effective message. I've seen far too many billboards that simply don't work. Note to Art Directors: what lloks good on your screen doesn't always translate to effective outdoor creative. Far too many billboard contain too much information or text that is too small to read.
I believe simplicity is king. One of my favorite outdoor campaigns was part the classic Absolut campaign. The "Absolut New York," created by TBWA/Chiat/Day (New York) won several awards.
On the local level, one of the most interesting and entertaining boards appear just a few weeks after the O.J. Simpson ordeal. While driving North on I-83 in Pennsylvania, I noticed a large billboard with a large "Free OJ" on the left. I thought it was an expensive political statement, but as I got closer, I noticed the small text which said "with the purchase of a dozen donuts," and the Maple Donuts logo.
