71% of people consciously look at billboards while driving.
This piece states that more half of the people reported that they were highly engaged with the billboards they have seen in the previous month. The author recommends that marketers should take a creative approach to make their billboard advertisements tell a short story and forge an emotional connect with the viewers.
Leveraging bright colours and bold fonts can help marketers make the ad stand out from its surroundings. But they should also consider the location of the billboard so that its message is relatable to the readers.
The author suggests that marketers should make the billboard design creatively interact with the surrounding objects by creating a link between them. These creative interactions can incorporate electrical wires around an urban billboard or the sun as the background on a billboard located by a highway.
[7 minute read]