Taking Marketing More Seriously

Developing Compelling Digital Billboards Without Distraction

30 November 2016

Jose Gomez

Digital billboards are an engaging way to capture a driver's attention -- but that doesn't mean that a digital billboard should be as engaging as possible. There are some incredible things that can be done with a digital billboard, but not all of them are safe. However, there are some ways to leverage this exciting new technology without causing a road hazard for drivers.

Creating Multiple Billboard Designs

A digital billboard doesn't have to have flashy digital effects. Instead, it can cycle through multiple billboard designs, each of which are different and targeted towards a different audience. This gives a business far more exposure than a single static billboard would. Drivers tend to tune out information that they've seen before, especially on their daily commute and other routine drives. By switching between multiple billboard designs, you can provide additional information to them at the cost of a single advertising space.

Avoid Difficult-to-Read Gimmicks

Many billboard designers attempt to make their billboards more difficult to read. The theory is that this will make the driver work harder for the information, thereby making them more likely to remember it later. But this can also be a serious distraction. When the driver's eyes are on the billboard, they aren't on the road. Upside down billboards, scrambled billboards, and otherwise obscured billboards are liable to be an issue. Instead, billboards should focus on snappy copy that will make the driver think rather than visually focus. An easy-to-read line that requires some thought to figure out—such as a pun—will stick in the mind.

Use Bright Colors, Not Flashing Lights

Bright colors are exciting and engaging, but flashing lights are easily missed as road hazards, other vehicles, or even potential seizure triggers (if they are large enough). Moreover, drivers tend to tune out stimuli that are too distracting over time. If the stimulus is too exciting, such as a color that alternates very rapidly, the driver may simply look away from it rather than reading it. Color theory should be used to identify bright colors that will not conflict with each other and will instead give the driver's eye a "pleasing" visual to land upon.

Caution needs to be taken whenever creating any type of billboard, whether digital or conventional. The goal is to capture the driver's attention—not crash the driver's car. But when used effectively, a billboard can be one of the most effective forms of marketing. It just takes some additional thought. For more information on billboards, contact a company like Outdoor Networks.

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