5 Creative Mistakes That Waste OOH Budget

A billboard has about 3 seconds to do its job. That's the average time a commuter spends looking at any single outdoor ad before their attention moves on. In those 3 seconds, your creative either lands or it doesn't — and we see the same five mistakes over and over that cause otherwise good campaigns to fall flat.

## The Top Five

1. **Too many words** — if it takes more than 6 words to read, it's too long

2. **Small logos** — your brand should be recognisable at 100 metres, not 10

3. **Unreadable type at night** — low contrast colours disappear under street light

4. **No call to action** — tell people what to do, not just what you sell

5. **Wrong focal point** — test it at thumbnail size, not on your monitor

Before you ship final artwork, take a step back to the other side of the room and look at it. If you can't read it from there, your customers can't read it from their cars. We offer a free creative review service for all booked campaigns.