Outdoor advertising is an entirely different battle for the creative minds in the field of advertising. While there are campaigns that require lengthy copies, outdoor media rely on brevity. The greatest masters of outdoor advertising strategies say it should not use more than seven words.
Word limitation is a difficult hurdle to overcome. It pushes advertisers to utilise each word and turn of phrase to build a solid image and clearly carry across their message. Brevity works wonders not only in billboard and outdoor ads, but in slogans, jingles and TV commercials as well.
Why Only Seven Words?
Outdoor media advertising is geared to target the population that is always on the move. Those who are in transit do not have the luxury of time to read your three sentences of a copy. Route2take.co.uk, a brand specialising in outdoor media, tips companies to consider the audience’s attention span.
Experts say even those stuck in traffic will not read more than seven words of copy. Even if the billboard is at a stop light, people will not want to read it if it has small paragraphs in small type. For companies with a complex brand, product or service, industry specialists suggest steering away from billboards.
What Should I Omit?
Because outdoor advertising can be expensive, especially billboards and digital screens, many attempt to make the most of it by plastering their outdoor ads with phone numbers and website addresses. These advertising strategies are only secondary medium and are meant to support an existing campaign.
Omit any call to action and do not expect direct response. Billboards are always just for a quick message. If you want a more intimate connection with your target niche, go for print. It is also best to delete or edit any slogan that is too much of a puzzle to read. Be clever, but do not be too complicated.
To stretch the results and benefits of your outdoor advertising strategies does not mean more words, more call to action, more visual cues. Sometimes, to make the most out of everything is to leave out more. In fashion, in film, in writing, and in selling, less is always more.