Rate This Ad By Greg Callaham

Rate This Board allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham (www.gregcallaham.com) who has 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Pet Friendly Pest Control

Rating: 3 (Average)

  • The pest control ad pictured here shows two happy people and a dog. And then the eye doesn’t really know where to look next.
  • There’s a small headline with double outlines, a large word in a very thin stylized font, and another small thin line of text. And then the eye of the target audience is past the board.
  • Now, I love a large photo that tells the advertiser’s story. However, I think the photo here needs more explanation than it’s getting, especially since the headline is competing with the business name.
  • Enlarge the headline and put it on a single line to make it easier to read.
  • Shrink the photo to eliminate the weirdness of one model’s head getting an extension while the other one gets the top of her head cut off. Then enlarge the two words telling what the advertiser does.
  • Finally, typeset the business name since the logo font is so difficult to read.
  • This ad gets a 3 (average).

As always, I do not know the particulars of the art request or components of the campaign this ad may or may not have been part of. But looking at this challenge with the eye of an OOH graphic designer and through the lens of the target audience, I would have urged the advertiser to run the ad pictured below:

[wpforms id=”9787″]


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