MKT1 Newsletter with Emily Kramer · Emily Kramer

articleplaybook

How to make highway-worthy billboard creative

25 June 2026Growth

Source excerpt

A 4-step framework for B2B billboard creative, plus reviews of real billboards (Rippling, Framer, Baseten, Braintrust, ChatGPT), and a Claude skill to grade OOH creative

This is a limited feed-provided excerpt, not the full original work.

Apollo layer

What a founder can learn

Founder takeaway

Treat B2B billboard creative as a system to evaluate, not a subjective design exercise: use a consistent framework, compare against real examples, and grade concepts before committing media spend.

Why it matters

Out-of-home campaigns combine limited attention with meaningful production and placement costs. A repeatable review process helps teams reject unclear concepts early and make creative decisions with greater discipline.

Relevant guides

Clarity & Focus Growth

Put it to work

Before approving a billboard, ask: “Will our target buyer understand the single intended message while passing at highway speed—and what evidence from our review supports that?”