---
name: "billboard-ooh-copywriting"
description: "Write compelling out-of-home advertising copy for billboards, transit ads, and street furniture. Use for: highway billboards, digital OOH displays, bus/subway advertising, airport ads, guerrilla marketing, brand awareness campaigns, location-based messaging, and creating maximum impact with minimal words (7-word rule)."
---

# Billboard & Out-of-Home Copywriting

Create high-impact copy for billboards, transit advertising, and out-of-home media.

## Overview

OOH copywriting demands maximum impact with minimum words. Unlike other media, OOH intercepts people during daily journeys—you have seconds to capture attention, communicate a message, and create lasting impressions. This skill covers traditional billboards, digital OOH, transit advertising, and guerrilla executions.

## The 7-Word Rule

Billboard copy should contain seven words or fewer. At typical viewing distances and speeds, the human eye can process approximately seven words in available time.

### When to Use Fewer Words
- "Got Milk?" (2 words)
- "Think Different" (2 words)
- "Just Do It" (3 words)

### When More May Work
- Street furniture with longer dwell times
- Transit interiors (20+ minute rides)
- Digital boards with sequential reveals
- Pedestrian-facing urban locations

## Hook Types That Work

| Type | Example |
|------|---------|
| Imperative | "Think small" |
| Question | "Got milk?" |
| Statement | "Different is better" |
| Contrast | "We're number two. We try harder." |
| Minimal | Just the logo |

## OOH Format Guide

| Format | Viewing Time | Max Words | Copy Focus |
|--------|--------------|-----------|------------|
| Highway Bulletin | 5-7 sec | 5-7 | Single idea |
| Street Poster | 10-15 sec | 7-10 | Simple CTA |
| Bus Shelter | 30-60 sec | 10-15 | Slightly more detail |
| Transit Interior | 5-20 min | 25-50 | Full message |
| Digital Rotating | 6-8 sec/spot | 5-7 | Sequential story |

## Typography for Distance

**Font Selection**:
- Sans-serif preferred (Helvetica, Futura, Gotham)
- Medium, bold, or black weights only
- High x-height fonts for readability
- Avoid thin, decorative, or script fonts

**Size Rule**: Letters at least 1 inch tall per 25 feet of viewing distance

## High-Contrast Color Combinations

**Most Readable**:
- Black on yellow (highest visibility)
- Black on white
- White on blue/red/black

**Avoid**:
- Yellow on white
- Light blue on white
- Any dark on dark

## Using the Reference Files

**`/references/format-specs.md`** — Read when writing for specific OOH formats (bulletins, posters, transit) or needing production specifications.

**`/references/creative-templates.md`** — Read when seeking proven copy structures, headline formulas, or campaign frameworks.

## Reference Files

This skill includes the following detailed reference materials:

- [Creative Templates](references/creative-templates.md)
- [Format Specs](references/format-specs.md)