It’s not usual for a client to want to stuff words onto a billboard. After all, they’re not cheap (although a lot cheaper these days) and if you figure out what each word costs you per month you’ll really be depressed. But consider the power of that giant message.

Outdoor advertising works best when it is giving directions, exposing a brand, or hammering home part of a broader message.

The consumer’s attention span is shortening by the year. No only are you competing with cell phones, children in the back, onboard navigation and more, the number of outdoor messages is growing as well. Effective outdoor advertising demands that the message be clear: to the point, and above all, consistent with related branding.