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MODULE 2
LESSON 2.2
Billboard/Outdoor Advertising Audit
The 3-second attention rule and geographic context
The 3-Second Rule
Billboards get approximately 3 seconds of attention. Everything must communicate instantly.
Billboard {!?$i} Checklist:
- ! - Visual impact from 500+ feet away
- ? - One clear message/question
- $ - Obvious value proposition
- i - Memorable contact (7 words or less total)
Geographic Context
A billboard near a gym should speak differently than one near a hospital. Location changes the emotional state of the viewer.
Exercise
Your Assignment:
Photograph 5 billboards in your area. Rate each using the framework. Note the geographic context and whether the message matches the location.