Why Do Wild Postings and Other Visual Advertising Mediums Rely Primarily on Images?

Why not use more copy? Or a mix of both copy and images?

According to CapitalOutdoor.com, a company specializing in measuring outdoor advertising effectiveness, the average person spends only 4 seconds looking at a billboard. While Wild Postings may have slightly more time to capture attention, the window is still very small.

Additionally, research by 3M, the company behind Post-it Notes, found that visuals are processed 600,000 times faster than words.

It’s no surprise that many companies prioritize visuals over copy in their outdoor marketing campaigns.

That said, using copy in outdoor advertising isn’t a hard-and-fast rule. Like most industries, outdoor advertising offers exceptions to every rule.

Wordplay: When Copy Sticks

Have you ever had a jingle stuck in your head from a radio ad?

Here’s a perfect example:

Companies often use catchy jingles or rhyming phrases to help customers remember their products—and it works.

But this approach isn’t exclusive to audio advertising. It can also be effective in outdoor ads without music.

For instance, in Oklahoma, the state’s soccer association wanted to encourage residents to engage more with soccer. They leaned into a humorous, foot-related concept: Bigfoot.

The campaign featured a billboard showcasing a soccer field, a Bigfoot footprint, and a soccer ball, accompanied by the playful phrase, “Find Your Big Foot.”

This clever outdoor ad raised both awareness and laughter, proving that memorable wordplay can make a big impact.

Less is More

Bethesda, the renowned game studio behind hits like Skyrim and Fallout, shifted its online MMO Elder Scrolls Online to a free-to-play model.

What does this have to do with Wild Postings?

When marketing this change, Bethesda avoided long explanations or detailed benefits. Instead, their Wild Posting ads featured only three words: “Free to Play” alongside a captivating image.

This short and sweet message conveyed the game’s core benefit to gamers, both those on the fence about trying it and previous players who had moved on to cheaper or free alternatives.

The lesson? If your product has a standout benefit or competitive edge, and you can express it succinctly, do it.

Add Pizzazz

In 2005, psychologists Paul W. Foos and Paula Goolkasian conducted a study comparing memory retention for images and words.

Unsurprisingly, participants recalled images more effectively than spoken or printed words. In fact, printed words had a recall rate of less than 40%.

However, when Foos and Goolkasian introduced visual distractions—like stylized fonts or unusual presentations—the recall rate for printed words improved to nearly 50%.

Here’s an example:

This research highlights how the presentation of copy can significantly influence its impact. In outdoor advertising, the how often matters more than the what. Stylized text, vibrant colors, or creative formatting can make even minimal copy memorable.

So, Do Wild Postings Need Copy?

The short answer is no.

Research consistently shows that visuals and spoken words are more impactful than printed text in advertising. However, there are situations where well-crafted copy enhances or even elevates Wild Postings and outdoor campaigns.

When deciding whether to include copy in your outdoor advertising, consider these strategies:

1. Keep it concise. Use only a few impactful words.
2. Focus on presentation. Make your text visually engaging.
3. Highlight key benefits. Emphasize what sets your product or service apart.

By applying these tactics, you can create Wild Postings that stand out and resonate with your audience, leaving your competition in the dust.