Rate This Ad 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 over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.

Grainger Honda Nissan

Rating: 4 (very good)

• The Grainger Honda-Nissan ad pictured here does an excellent job of conveying its message: if you are in the market for a vehicle, this dealer has these brands at this location. No, it’s not super creative. It doesn’t have to be. The first thing it has to do is work. And it does.
• Through diligent application of the KISS principle (Keep It Super Simple) this awareness message hits the target audience right between the eyes. High contrast text against each background color keeps everything legible.
• I might have made the directional large enough to span the width of the board with only a little reduction in size of the dealership name. However, this ad sits pretty close to the highway, so it may read better than one might think.
• This ad earns a 4 (very good).

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