It's easy to understand why when you consider how little time viewers have to interact with your message. Your billboard may be static, but they are moving right along the roadway -- caught in traffic if you're lucky but more likely zipping past at considerably higher speed. At just 30mph, your viewer has only 1.8 seconds to read text that is 8" high. Twice the speed, and the time drops in half to less than a second. Your goal is to lure the eyes and trigger the imagination. Here's how.