HOW TO MAKE HIGHWAY-WORTHY BILLBOARD CREATIVE

Summary from the TLDR Marketing newsletter

Strong billboard creative matches the message to audience awareness instead of trying to say everything at once. Start by helping the right audience recognize the ad, then communicate one clear idea in 6-8 words that explains the problem, the product, or the differentiation based on how familiar people are with the brand. Design for speed by using large text, high contrast, a readable logo, and visuals that support a single concept because most people only have 3-6 secs to process the ad.