The recent Billings ordinance banning the use of cellphones while driving is a good thing for billboard advertisers. Now that drivers can’t use their cellphones, they’ll be paying more attention to the road and its surroundings, including billboards.

There are still plenty of distractions, though, so keeping your billboard message BRUTALLY SIMPLE is as important as ever.

Is your billboard BRUTALLY SIMPLE? Here’s a good test. Print a picture of your billboard or billboard idea, then show it to a friend for five seconds. Now ask, “What is this billboard’s message?” Their answer may shock and amaze you. If their answer is nowhere near your intended message, it’s time to go back to the drawing board.