Digital Billboard Content Guide

1 Key Considerations

Digital billboards display your ad for only 8 seconds. To grab attention, your message must be easy to read and understand in 3 seconds. Keep it focused and clear.

Your Message Can Highlight

A Bold, Driver-Friendly Call-to-Action (CTA)

• Example: “Visit Us Today!” or “Book Your Free Quote”
• Vendor note: Some billboard networks may reject urgent CTAs such as “Call Now” because they can be interpreted as encouraging drivers to take immediate action while driving.
• Safer alternatives: Use action-focused but less distracting wording like “Call Today,” “Visit Us Today,” “Book Online,” or “Search Our Name.”
• Why it works: A clear CTA gives viewers a simple next step while keeping the message compliant, readable, and appropriate for roadside viewing.

A Single, Memorable Offer

• Example: “$229/Month Lease Special” or “Free Consultation – Limited Time!”
• Why it works: Highlighting one offer avoids overwhelming the viewer and ensures the message is easy to remember.

A Strong Visual of a Product or Service

• Example: A high-quality image of a car, a restaurant dish, or a tech gadget.
• Why it works: Visuals grab attention faster than text, especially when the product is the star of the ad.

A Recognizable Brand or Logo

• Example: A large, clear logo of a well-known brand like “McDonald’s” or “Planet Fitness”
• Why it works: Brand recognition builds trust and ensures viewers know who the ad is for.

A Time-Sensitive Event or Promotion

• Example: “Summer Sale Ends Sunday!” or “Grand Opening This Weekend!”
• Why it works: Urgency encourages immediate action and engagement.

A Clear Benefit or Value Proposition

• Example: “Save 30% on Energy Bills” or “Get Fit in 30 Days!”
• Why it works: Highlighting a benefit resonates with viewers and makes the ad more compelling.

A Location or Contact Information

• Example: “Visit Us at 123 Main St.” or “Call 555-1234 Today!”
• Why it works: Providing clear contact details ensures viewers know how to reach you.

A Simple, Emotional Hook

• Example: “Your Dream Home Awaits” or “Start Your Adventure Today!”
• Why it works: Emotional appeals create a connection with the audience, making the ad more memorable.

2 What Works? (Effective Billboard)

• Eye flow: The layout naturally draws attention to key details.
• Colors: Use high-contrast, simple colors for easy reading.
• Message clarity: Fewer elements make your ad stronger.
• Call to action: Include a website or clear action to take.

3 Banner Dimensions and Multi-Size Considerations

Banner sizes vary based on screen specifications. Below are the standard static image dimensions for digital billboards:

• 1400×400 pixels
• 840×400 pixels
• 1080×1920 pixels
• 1920×1080 pixels
• 1020×520 pixels

Note: Make sure the billboards you choose are of a similar size. Contact BillboardMax for more information.

Format and Requirements

• File type: PNG
• Resolution: 72 DPI
• Color mode: RGB (not CMYK)
• Background: No transparency

When similar content is required for multiple sizes, each size may be treated as an individual banner creation at BillboardMax’s discretion. Ensure designs are optimized for clarity and readability across all dimensions.

4 Design Principles

Design Principle 1: Composition

Define your layout: the layout is the foundation of a great ad. It organizes your message and makes it easy for viewers to understand. Use a clear visual hierarchy to prioritize your message:

• Keep it simple. People can’t process multiple messages at once.
• Focus on 1–2 main points. Rank your content by importance (A, B, C).

Example: Level A: “$229/month” · Level B: Image of a car with brand info · Level C: Website (rickcasehonda.com)

Design Principle 2: Typography

Typography is how your text looks and feels in your ad. A good design ensures your audience can read and understand your message easily.

• Use large, bold fonts to make your message visible from a distance.
• Avoid using ALL CAPS for entire sentences—it’s harder to read.
• Combine upper- and lowercase letters for better readability.

Design Principle 3: Color

Colors are powerful tools to grab attention and convey emotion. Use bright, vibrant colors (without too much white) to make your message stand out. Avoid pastel or low-contrast colors, as they are harder to read.

• Use tonal contrast (differences in brightness) instead of just color differences.
• Pairing light and dark colors creates effective contrast for better readability.

Quick tip: Colors like red effectively create contrast and focus attention.

5 Best Practices

When driving past a billboard, viewers often only have a few seconds to read and process the information in an ad.

Less Than 7 Words (Including the Business Name/Logo)

Most travelers only have a maximum of several seconds to view your ad. To ensure your message is read and understood, we suggest keeping your ad to 7 words or less.

One Main Idea Per Advertisement

Because you only have your audience’s attention for a short time, include the main idea on your ad. Only include the most pertinent information. Think who, what, when, and/or where for quick and easy reference.

High-Contrast Colors

Avoid white backgrounds or you’ll wash out the rest of your ad. Bold, bright, contrasting colors are best for digital billboards. They’ll make your imagery more vibrant and your audience will be more drawn to it.

High-Quality Photos

Make the highlight of your photo large even if the item is small. Avoid using scenery or landscape photos.

No More Than 3 Fonts

Bold, sans serif fonts are easier for people to read from farther distances. Thin or serif fonts make the text difficult to read. Avoid extreme typefaces.

Use Upper and Lowercase Type

Messages in all capital letters are more difficult to read than those that use traditional mixed-case. When using all uppercase, you should enlarge the text and minimize content to compensate.

One Image Per Sign

Including more than one image on a sign gets overwhelming.

Use Numeric Phone Numbers

While vanity numbers with letters can be easier for some to remember, numeric phone numbers tend to be more effective overall. Numeric numbers are straightforward and reduce the risk of misinterpretation or confusion, making them more practical for billboard advertising.

6 Test Your Design

Test 1: Simulate Viewing Distance

• Resize your design to approximately six inches wide on your computer or tablet screen.
• Step back a few feet and observe. Notice that subtle design elements may no longer stand out.
• For a more accurate test, print your design and view it from about ten feet away.

Tip: Illuminated screens tend to display higher contrast than what will appear on a billboard. Consider this if your ad is for a traditional, non-digital billboard.

Test 2: Quick Message Delivery

Ask yourself: Can someone driving by at 45 mph grasp your message in 3 seconds?

If the answer is no, simplify your design. Focus on clear visuals, concise text, and a strong call to action.

7 Tips to Make Your Billboard Even Better

Common mistakes to avoid:

• Low-quality images — Blurry, pixelated, or unclear visuals decrease trust.
• Overcrowded design — Excessive text, images, and details can repel viewers.
• Too many offers — Multiple discounts overwhelm the viewer visually.
• Hard-to-read text on images — Use large, simple fonts with minimal text (6–10 words per screen).
• Difficult-to-read fonts — Small or intricate fonts are illegible at distance.
• Incorrect use of brand logos — Logo visible but should not overpower the core message unless it is the focus.
• Ignoring color contrast — Text must stand out clearly against the background.
• Misleading content — Do not promise offers that cannot be fulfilled.
• Failing to adapt banner sizes — Always confirm size requirements for chosen billboards.
• Poor text placement — Text should not obscure key elements or appear cropped.
• Inappropriate color choices — Avoid harsh or clashing combinations.
• Low-contrast images — Light-on-light or dark-on-dark text.
• Blurred focus — Irrelevant details or blurry backgrounds.
• Poor composition — Chaotic arrangement makes the message unclear.

8 Content That Works Best for Drivers’ Safety

Don’t worry—most clients already meet these standards without even trying.

• No QR codes — QR codes are prohibited. You can alternate with a promo code or contact information.
• Avoid discriminatory or offensive content — No discrimination, violence, profanity, or materials violating FHWA standards.
• Avoid road sign colors — Such as red for “STOP” or green for directional signs.
• No misleading visuals — Images resembling road signs, arrows, or police-light color combinations.
• Avoid distracting content — Complex visuals requiring long viewing times.
• No depictions of nudity — Or suggestive poses.
• Avoid excessive sexualization — In ad content.
• No provocative gestures or images — Obscene or aggressive postures.
• No images of weapons — Guns, knives, or dangerous items, even if decorative.
• Prohibit alcohol or drug promotion — Bottles, smoking accessories, syringes.
• Avoid depictions of illness or injuries — Explicit wounds or skin conditions.
• No unethical use of children — Unsafe situations or exploiting likeness.
• Do not mimic official status — Symbols implying official endorsement.
• Avoid false claims — Fake “free” or “limited-time” offers.
• No watermarked images — Stock images with visible watermarks.
• Avoid irrelevant imagery — Mismatched subjects and products.
• Do not use unethical imagery — Mocking specific groups.
• Ensure images match localization — U.S. market ads should use appropriate language.
• Respect cultural and religious sensitivities — Offensive symbols or inappropriate humor.
• Respect copyright laws — Do not use copyrighted materials without authorization.

9 Creative Review and Compliance Process

BillboardMax and network providers will review all materials to ensure they meet compliance standards.

• Review timeline: Up to four (4) business days for review and approval.
• Rejection & resubmission: If something doesn’t meet standards, we’ll work with you quickly to adjust. Any modification costs are the Client’s responsibility.

The following note is here to help everything go smoothly—nothing complicated!

10 Disclaimer

These guidelines are general standards and do not replace any agreement between BillboardMax and the Client; in case of conflict, the agreement prevails. All materials must comply with applicable laws and BillboardMax/network partner policies; non-compliant items may be rejected or require modifications at the Client’s expense.

BillboardMax disclaims liability for any penalties, fines, claims, or losses arising from Client-submitted materials, and the Client waives any damages claims against BillboardMax for content rejections or third-party actions.