Even in a digital age, one of advertising’s oldest formats — the billboard — still has the power to turn heads. But capturing attention in just a few seconds takes more than just a clever slogan. 

At Reach, we’ve run dozens of statewide campaigns with large audiences and medium-sized budgets, learning how to make every dollar count. Through that work, we’ve seen what works (and what misses the mark) when it comes to out-of-home ads. Below are two of the most common pitfalls we’ve seen, and how to avoid them.

Match the Call to Action to the Method of Display

One pattern we often see is a mismatch between the call to action (the action you want viewers to take as a result of seeing your ad) and the media on which it's being displayed. While it’s fine to include a website URL on a billboard or print ad, it shouldn’t be the only element of the call to action, especially without explanation. 

Typically, in any ad, the best practice is to get a link click, or in this case, to get someone to remember and type out the link later. That requires making it clear what’s in it for them, and better yet, making it memorable, snappy, or even funny. Billboards are the archetypal canvas for cheesy marketing tactics because comedy and uniqueness are often required to break through, especially to anyone who isn’t a marketer or your competitor. 

Too often, billboards expect viewers to take action with minimal information or relevance to their interests, which is rarely effective. We find that using strong visual cues and clearly labeled themes can increase a campaign’s memorability and relevance. If the call to action feels vague or disconnected, viewers are unlikely to act, and your return on investment will suffer. 

Calls to action like “learn more” or “read the plan” work better in digital formats, where people can instantly get access to more information. For a billboard, the message needs to spark interest immediately and provide a clear reason to act. 

Right-Size the Ask for the Audience

Another challenge we often see is an ask that’s too large or too complex. High-friction actions, such as filling out a form or making a pledge, are better suited to platforms where audiences are already engaged and can take the desired action immediately. 

A more effective strategy might be to show real-world impact, such as the benefits of a product or program for a customer or community, and then use a message that reinforces taking action without overcomplicating the ask. 

Simple, visible, and easy to remember is the name of the game.

For example, instead of a vague message like:

“Read the Plan – www.websiteurlhere/RI-region-plan”

Try: “RI Roads Are Changing. See What’s Coming: PlanRI.org”

The takeaway? Billboards can still be a powerful tool when used thoughtfully. When the message is timely, the visuals are strong, and the call to action is clear and simple, even a quick glance can leave a lasting impression.