Missing the Big Picture

I have noticed a big push for billboard advertising around the Portland metro area lately. Many vacant boards are trying to sell businesses on the idea that using this medium is the key to creating a "giant ad." I even saw one last week that simply said "Giant Ad." Let me be the first to say that I am not knocking billboard advertising; when done right I think it is a beautiful art. What I cannot stand behind is the idea that displaying your company name and tagline on a board for an entire freeway to see means you have created a "giant ad."

Downtown Portland 

An advertisement shouldn't be giant because of it's size; it should be giant because of the message it conveys, or the story it tells, no matter what medium is used. Some of the best spots are those that aren't thrown in your face. Remember the Sprint advertisement on the back of the Rolling Stones cover shortly after the death of Steve Jobs? It barely had any copy on top of plenty of white space. How about the Apple "1984" commercial? It only aired one time! Both are giant ads, regardless of the size or frequency. If your business literally wants a large advertisement, a billboard is a great way to go. All I am saying is to not get caught up in the actual size more so than the message that accompanies it.

Sprint Ad after death of Steve Jobs