5 Billboard Copy Formulas That Stop People in Their Tracks
If you’re familiar with Sturgeon’s Law, you’ll know that billboards are no exception to it.
It’s easy for them to disappear into a sea of similar-looking billboards. It’s not that they’re all bad either but they enough of the same thing tends to make future permutations look forgettable or derivative. But every once in a while, you see one that hits you mid-commute like a well-placed coffee jolt.
You laugh. You squint. You think, “Who comes up with this?”
That’s the power of good copy. And in digital out-of-home (DOOH), where you’ve got 3–6 seconds to make an impression, your words have to work overtime.
We rounded up five billboard copy formulas that actually earn attention and how to use them in your next campaign.
And, as a reminder, if you want even more best practices for both your copy and other DOOH elements, check out our New to DOOH guide. Even if you’re not new to digital out-of-home advertising, it’s worth a read.
1. The “Ask and You’ll Get Noticed” Formula
Formula:
Are you [problem] enough to [solution]?
Example:
“Stuck in traffic? Learn Spanish before your next exit.”
Why it works:
The human brain loves answering questions—it’s called cognitive reflex, and it’s why you just re-read that billboard in your head. Ask something punchy and relatable, and people will fill in the blanks before they’ve even realized they’re looking.
Pro tip: This works best when the question hits a common frustration. Traffic, Mondays, bad coffee—you know the drill.
2. The “No Time for Fluff” Formula
Formula:
Get [benefit] in [timeframe]
Example:
“Hotter coffee. Two blocks ahead.”
Why it works:
Clarity wins. Especially on a moving bus. This format ditches the soft sell and goes straight for utility. It’s snappy, scannable, and laser-focused on what the viewer gets right now.
According to Outfront Media, short, benefit-driven headlines boost recall by up to 20%. That’s billboard gold.
3. The “Wait, What?” Formula
Formula:
Like [familiar thing], but [unexpected twist]
Example:
“Like a playlist for your taste buds. Try our new menu.”
Why it works:
This one thrives on comparison. Our brains process metaphors faster than raw information, so if you want to explain something new, link it to something your audience already knows.
Bonus points if it makes people smile or scratch their head.
4. The “FOMO with a Clock” Formula
Formula:
Only [number] left. Are you in?
Example:
“Only 3 days left. City’s best burger. You in?”
Why it works:
Urgency makes people act. When something feels limited, it feels more valuable. And nothing sparks curiosity like knowing you might be missing out on something everyone else is enjoying.
According to a 2023 OAAA study, urgency-based DOOH campaigns saw a 32% increase in action within 24 hours.
Pro tip: Works like a charm during holidays, flash sales, or limited-time events.
5. The One-Word Wonder
Formula:
[Power word.] (That’s it.)
Example:
“Thirsty?”
“Vote.”
“Now.”
Why it works:
Simplicity is bold. In a sea of over-explaining, a single, well-chosen word feels confident. It also leaves just enough room for curiosity to creep in.
If your creative is clean, your product speaks for itself, and your timing is right—one word might be all you need.
Numbers To Know
- Ask And You’ll Get Noticed: According to cognitive research, questions trigger what’s called “cognitive reflex” – 83% of people cannot resist mentally answering a question when presented with one, making question-based billboards highly engaging.
- No Time For Fluff: Short, benefit-driven headlines boost recall by up to 20% according to Outfront Media research, making concise messaging crucial for billboard effectiveness.
- “Wait, What?“: Emotional engagement with billboards resulted in a 26% increase in brand recall and a 19% increase in purchase intent, with metaphorical comparisons being particularly effective at triggering emotional responses
- FOMO With A Clock: According to a 2023 OAAA study, urgency-based DOOH campaigns saw a 32% increase in action within 24 hours, confirming the effectiveness of time-limited messaging.
- The One-Word Wonder: The human brain processes images 60,000 times faster than text, making single-word billboards with strong visuals particularly effective
You don’t need to shout to stand out. In fact, it’s often the cleanest, simplest message that cuts through the noise.
Whether you’re trying to sell a burger, drive app downloads, or rally people to a cause, these billboard copy formulas are built to stop the scroll—er, stroll. And with DOOH platforms like Blindspot, you can rotate your messaging by time of day, weather, or even zip code, so your best lines are always in the right place at the right moment.
