Guide to Creating Effective Digital Billboards

Key Considerations

Digital billboards display your ad for only 7–10 seconds. To grab attention, your message must be easy to read and understand in 3 seconds. Keep it focused and clear.

Your Message Can Highlight

✔ A Bold Call-to-Action (CTA)

Example: “Visit Us Today!” or “Call Now for 50% Off!”
Why It Works: A clear CTA tells viewers exactly what to do, making it easy for them to take the next step.

✔ A Single, Memorable Offer

Example: “$229/Month Lease Special” or “Free Consultation – Limited Time!”
Why It Works: Highlighting one offer avoids overwhelming the viewer and ensures the message is easy to remember.

✔ A Strong Visual of a Product or Service

Example: A high-quality image of a car, a restaurant dish, or a tech gadget.
Why It Works: Visuals grab attention faster than text, especially when the product is the star of the ad.

Example: A large, clear logo of a well-known brand like “McDonald’s” or “Planet Fitness.”
Why It Works: Brand recognition builds trust and ensures viewers know who the ad is for.

✔ A Time-Sensitive Event or Promotion

Example: “Summer Sale Ends Sunday!” or “Grand Opening This Weekend!”
Why It Works: Urgency encourages immediate action and engagement.

✔ A Clear Benefit or Value Proposition

Example: “Save 30% on Energy Bills” or “Get Fit in 30 Days!”
Why It Works: Highlighting a benefit resonates with viewers and makes the ad more compelling.

✔ A Location or Contact Information

Example: “Visit Us at 123 Main St.” or “Call 555-1234 Today!”
Why It Works: Providing clear contact details ensures viewers know how to reach you.

✔ A Simple, Emotional Hook

Example: “Your Dream Home Awaits” or “Start Your Adventure Today!”
Why It Works: Emotional appeals create a connection with the audience, making the ad more memorable.

What Works? (Effective Billboard)

✔ Eye Flow

The layout naturally draws attention to key details.

✔ Colors

Use high-contrast, simple colors for easy reading.

✔ Message Clarity

Fewer elements make your ad stronger.

✔ Call to Action

Include a website or clear action to take.

Banner sizes vary based on screen specifications. Below are the standard static image dimensions for digital billboards:

  • ✔ 1400×400 pixels
  • ✔ 840×400 pixels
  • ✔ 1080×1920 pixels
  • ✔ 1920×1080 pixels
  • ✔ 1020×520 pixels

Note: Make sure the billboards you choose are of a similar size. Contact me for more information.

Format and Requirements

  • ✔ File Type: PNG
  • ✔ Resolution: 72 DPI
  • ✔ Color Mode: RGB (not CMYK)
  • ✔ Background: No Transparent

Note: When similar content is required for multiple sizes, each size may be treated as an individual banner creation at a provider’s discretion. Ensure designs are optimized for clarity and readability across all dimensions.

Design Principles

Design Principle 1: Composition

Define Your Layout: The layout is the foundation of a great ad. It organizes your message and makes it easy for viewers to understand. Use a clear visual hierarchy to prioritize your message:

  • ✔ Keep it simple. People can’t process multiple messages at once.
  • ✔ Focus on 1–2 main points. Rank your content by importance (A, B, C).

Example:

  • Level A: “$229/month”
  • Level B: Image of a car with brand info
  • Level C: Website (rickcasehonda.com)

Design Principle 2: Typography

Define Typography: Typography is how your text looks and feels in your ad. A good design ensures your audience can read and understand your message easily.

  • ✔ Use large, bold fonts to make your message visible from a distance.
  • ✔ Avoid using ALL CAPS for entire sentences—it’s harder to read.
  • ✔ Combine upper- and lowercase letters for better readability.

Design Principle 3: Color

Define Color: Colors are powerful tools to grab attention and convey emotion. Use bright, vibrant colors (without too much white) to make your message stand out. Avoid pastel or low-contrast colors, as they are harder to read.

  • ✔ Use tonal contrast (differences in brightness) instead of just color differences.
  • ✔ Pairing light and dark colors creates effective contrast for better readability.

Quick Tip: Colors like red (used in the example) effectively create contrast and focus attention.

Best Practices

When driving past a billboard, viewers often only have a few seconds to read and process the information in an ad.

  • ✔ Less Than 7 Words (Including the Business Name/Logo): Most travelers only have a maximum of nine seconds to view your ad. To ensure your message is read and understood, we suggest keeping your ad to 7 words or less.
  • ✔ One Main Idea Per Advertisement: Because you only have your audience’s attention for a short time, include the main idea on your ad. Only include the most pertinent information on your ad. Think who, what, when, and/or where for quick and easy reference.
  • ✔ High-Contrast Colors: Avoid white backgrounds or you’ll wash out the rest of your ad. Bold, bright, contrasting colors are best for digital billboards. They’ll make your imagery more vibrant and your audience will be more drawn to it.
  • ✔ High-Quality Photos: Make the highlight of your photo large even if the item is small. Avoid using scenery or landscape photos.
  • ✔ No More Than 3 Fonts: Bold, sans serif fonts are easier for people to read from farther distances. Thin or serif fonts make the text difficult to read. Avoid extreme typefaces.
  • ✔ Use Upper and Lowercase Type: Messages in all capital letters are more difficult to read than those that use traditional mixed-case. When using all uppercase, you should enlarge the text and minimize content to compensate.
  • ✔ One Image Per Sign: Including more than one image on a sign gets overwhelming.
  • ✔ Use Numeric Phone Numbers: While vanity numbers with letters can be easier for some to remember, numeric phone numbers tend to be more effective overall. Numeric numbers are straightforward and reduce the risk of misinterpretation or confusion, making them more practical for billboard advertising.

Test Your Design

Test 1: Simulate Viewing Distance

  • ✔ Resize your design to approximately six inches wide on your computer or tablet screen.
  • ✔ Step back a few feet and observe. Notice that subtle design elements may no longer stand out.
  • ✔ For a more accurate test, print your design and view it from about ten feet away.

Tip: Illuminated screens tend to display higher contrast than what will appear on a billboard. Consider this if your ad is for a traditional, non-digital billboard.

Test 2: Quick Message Delivery

Ask yourself:

  • ✔ Can someone driving by at 45 mph grasp your message in 3 seconds?
    If the answer is no, simplify your design. Focus on clear visuals, concise text, and a strong call to action.

Avoid These Mistakes

  • Mistake: Low-Quality Images
    Blurry, pixelated, or unclear visuals decrease trust in your advertisement.
  • Mistake: Overcrowded Design
    Overloading a banner with excessive text, images, and details can repel viewers.
  • Mistake: Too Many Offers
    Listing multiple discounts or promotions overwhelms the viewer visually.
  • Mistake: Hard-to-Read Text on Images
    Fonts that are too small or blend with the background. Use large, simple fonts with minimal text (6–10 words per screen).
  • Mistake: Using Difficult-to-Read Fonts
    Small or overly intricate fonts make text illegible, especially on mobile devices.
  • Mistake: Incorrect Use of Brand Logos
    The logo should be visible but not overpower the core message—unless the logo is the primary focus.
  • Mistake: Ignoring Color Contrast
    Text should stand out clearly against the background. Low contrast makes it hard to read.
  • Mistake: Misleading Content
    Advertisements should not make false promises, such as offers that cannot be fulfilled.
  • Mistake: Failing to Adapt Banner Sizes for Different Formats
    Always confirm size requirements for chosen billboards.
  • Mistake: Poor Text Placement
    Text should not obscure key elements or appear cropped.
  • Mistake: Inappropriate Color Choices
    Harsh or clashing color combinations that strain the viewer’s eyes.
  • Mistake: Low-Contrast Images
    Light text on a light background or dark text on a dark background.
  • Mistake: Blurred Focus
    Emphasis on irrelevant details or blurry backgrounds.
  • Mistake: Poor Composition in Images
    Key elements arranged chaotically, making the message unclear.

Prohibited Content Use

  • ✘ No QR Codes
    QR Codes are prohibited. You can alternate this with a promo code or contact information.
  • ✘ Avoid Discriminatory or Offensive Content
    Ads must not include discrimination, violence, profanity, or materials violating Federal Highway Administration (FHWA) standards.
  • ✘ Avoid Using Road Sign Colors
    Colors associated with road signs, such as red for “STOP” or green for directional signs.
  • ✘ No Misleading Visuals
    Images resembling road signs, such as arrows or indicators. Avoid combinations of red, blue, and bright white that mimic police lights.
  • ✘ Avoid Distracting Content for Drivers
    Complex visuals or information requiring long viewing times.
  • ✘ No Depictions of Nudity
    Images featuring people without clothing or in suggestive poses.
  • ✘ Avoid Excessive Sexualization
    Overemphasis on sexuality in ad content.
  • ✘ No Provocative Gestures or Images
    Obscene gestures or aggressive, offensive postures.
  • ✘ No Images of Weapons
    Guns, knives, or other dangerous items, even if decorative.
  • ✘ Prohibit Alcohol or Drug Promotion
    Alcohol bottles, smoking accessories, or syringes.
  • ✘ Avoid Depictions of Illness or Injuries
    Explicit images of wounds, scars, or skin conditions.
  • ✘ No Unethical Use of Children
    Images of children in unsafe or questionable situations, or exploiting their likeness.
  • ✘ Do Not Mimic Official Status
    Symbols or badges that imply official endorsement.
  • ✘ Avoid False Claims
    Advertisements with fake “free” or “limited-time” offers.
  • ✘ No Watermarked Images
    Stock images with visible watermarks or logos.
  • ✘ Avoid Irrelevant Imagery
    Ads for children’s products showing adults in aggressive poses.
  • ✘ Do Not Use Unethical Imagery
    Ads mocking specific groups or habits.
  • Ensure Images Match Localization
    Ads for the U.S. market with text in French and no translation.
  • Respect Cultural and Religious Sensitivities
    Offensive symbols, caricatures, or inappropriate humor.
  • Respect Copyright Laws
    Do not use copyrighted images or materials without proper authorization.

Creative Review and Compliance Process

Network providers will review all materials to ensure they meet compliance standards.

  • Review Timeline: Allow up to four (4) business days for review and approval.
  • Rejection and Resubmission: Non-compliant materials must be adjusted and/or resubmitted, with all associated costs borne by the Client.