Timely Outdoor Advertising by BMO

I often find that outdoor advertising is lacking. Lacking in elements that engage passersby in delivering a message that will drive brand awareness or impact sales. Some companies are now turning to digital billboards, which I believe are conundrum from a safety standpoint; I would much rather that drivers keep their eyes on the road.

That said, this Bank of Montreal billboard ad, located near my house, caught my attention today. I think the billboard is beautiful in its simplicity, and the timing is great given the recent rise in mortgage rates. Kudos to BMO and their agency on a smart media buy.

Personally, I think it would have been great if they went a step further, by including a call to action to visit a mini website that answers some of the many questions current and future homeowners likely have.