Digital Billboard Content Guide

💡 Designing together is part of the fun! Most of our clients choose to collaborate with AdBIQ on creating powerful billboard designs. You don’t need to be a designer—just share your ideas or vision, and we’ll bring it to life. We’re here to make your message shine with ease and impact.

Key Considerations

Digital billboards display your ad for only 10 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 Call-to-Action (CTA)
  • Example: "Visit Us Today!" or "Call Now for 50% Off!"
  • Why It Works: A clear CTA tells viewers exactly what to do, making it easy for them to take the next step.
• 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.

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.

Banner Dimensions and Multi-Size Considerations

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

• 1400x400 pixels
• 840x400 pixels
• 1080x1920 pixels
• 1920x1080 pixels
• 1020x520 pixels

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

Format and Requirements:

• File Type: PNG
• Resolution: 72 DPI
• Color Mode: RGB (not CMYK)
• Background: No Transparent

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

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

Define 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

Define 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 (used in the example) effectively create contrast and focus attention.

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 nine 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 on your ad. 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 type-faces.

• 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.

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.

Tips to Make Your Billboard Even Better

• Mistake: Low-Quality Images

  Blurry, pixelated, or unclear visuals decrease trust in your advertisement.

• Mistake: Overcrowded Design

  Overloading a banner with excessive text, images, and details can repel viewers.

• Mistake: Too Many Offers

  Listing multiple discounts or promotions overwhelms the viewer visually.

• Mistake: Hard-to-Read Text on Images

  Fonts that are too small or blend with the background. Use large, simple fonts with minimal text (6–10 words per screen).

• Mistake: Using Difficult-to-Read Fonts

  Small or overly intricate fonts make text illegible, especially on mobile devices.

• Mistake: Incorrect Use of Brand Logos

  The logo should be visible but not overpower the core message—unless the logo is the primary focus.

• Mistake: Ignoring Color Contrast

  Text should stand out clearly against the background. Low contrast makes it hard to read.

• Mistake: Misleading Content

  Advertisements should not make false promises, such as offers that cannot be fulfilled.

• Mistake: Failing to Adapt Banner Sizes for Different Formats

  Always confirm size requirements for chosen billboards.

• Mistake: Poor Text Placement

  Text should not obscure key elements or appear cropped.

• Mistake: Inappropriate Color Choices

  Harsh or clashing color combinations that strain the viewer’s eyes.

• Mistake: Low-Contrast Images

  Light text on a light background or dark text on a dark background.

• Mistake: Blurred Focus

  Emphasis on irrelevant details or blurry backgrounds.

• Mistake: Poor Composition in Images

  Key elements arranged chaotically, making the message unclear.

Content That Works Best for Drivers’ Safety

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

• No QR Codes

  QR Codes prohibited. You can alternate this with a promo code or contact information.

• Avoid Discriminatory or Offensive Content

  Ads must not include discrimination, violence, profanity, or materials violating Federal Highway Administration (FHWA) standards.

• Avoid Using Road Sign Colors

  Colors associated with road signs, such as red for “STOP” or green for directional signs.

• No Misleading Visuals

  Images resembling road signs, such as arrows or indicators. Avoid combinations of red, blue, and bright white that mimic police lights.

• Avoid Distracting Content for Drivers

  Complex visuals or information requiring long viewing times.

• No Depictions of Nudity

  Images featuring people without clothing or in suggestive poses.

• Avoid Excessive Sexualization

  Overemphasis on sexuality in ad content.

• No Provocative Gestures or Images

  Obscene gestures or aggressive, offensive postures.

• No Images of Weapons

  Guns, knives, or other dangerous items, even if decorative.

• Prohibit Alcohol or Drug Promotion

  Alcohol bottles, smoking accessories, or syringes.

• Avoid Depictions of Illness or Injuries

  Explicit images of wounds, scars, or skin conditions.

• No Unethical Use of Children

  Images of children in unsafe or questionable situations, or exploiting their likeness.

• Do Not Mimic Official Status

  Symbols or badges that imply official endorsement.

• Avoid False Claims

  Advertisements with fake “free” or “limited-time” offers.

• No Watermarked Images

  Stock images with visible watermarks or logos.

• Avoid Irrelevant Imagery

  Ads for children’s products showing adults in aggressive poses.

• Do Not Use Unethical Imagery

  Ads mocking specific groups or habits.

• Ensure Images Match Localization

  Ads for the U.S. market with text in French and no translation.

• Respect Cultural and Religious Sensitivities

  Offensive symbols, caricatures, or inappropriate humor.

• Respect Copyright Laws

  Do not use copyrighted images or materials without proper authorization.

Creative Review and Compliance Process

AdBIQ 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!

Disclaimer: These guidelines are general standards and do not replace any agreement between AdBIQ and the Client; in case of conflict, the agreement prevails. All materials must comply with applicable laws and AdBIQ/network partner policies; non-compliant items may be rejected or require modifications at the Client’s expense. AdBIQ disclaims liability for any penalties, fines, claims, or losses arising from Client-submitted materials, and the Client waives any damages claims against AdBIQ for content rejections or third-party actions.

✅ Final step? Total peace of mind. Every creative goes through a quick and friendly approval process with you before it ever goes live. Your input matters, and we make sure it’s reflected in every banner. Just focus on your ideas—we’ll handle the rest!