Visual storytelling: from ghost stories to roadside glances
A well-told ghost story is magical. You’re huddled round a fire, someone leans in with a whisper and within moments you’re completely gripped.
A brilliant billboard can do the same thing. Not make you jump at shadows, but create an instant emotional connection, that immediate knowing of what’s being communicated without needing a lengthy explanation.
Ghost stories and out-of-home (OOH) ads are masters of the quick hook. They’ve got seconds to grab you, make you feel something and plant an idea that lingers long after the moment has passed.
How do billboards pull this off?
1. They paint pictures, not essays
With ghost stories, the storyteller doesn’t drone on about the fine details of the haunted manor. They gave you just enough for you to see it and feel the chill.
Billboards work the same way. The best ones don’t try to tell you everything or bombard you with information. Instead, they create a single, powerful image that your brain then completes.
A steaming mug on a grey morning. A dog’s expectant face at a window. These aren’t just pictures, they’re visual shorthand for an experience. Your mind fills in the warmth of that tea, knows the joy of coming home to an excited pup. The image does the heavy lifting, letting emotion rush in to fill the gaps.
2. They tap into what you already know
Ghost stories work brilliantly because they’re built on foundations we all share. Dark equals danger. Unexplained noises equal threat. These weren’t taught, they’re more like natural instincts.
Clever visual storytelling on OOH ads does the same thing. It doesn’t create emotions from scratch, it triggers ones that already exist. A billboard showing a sunny beach doesn’t need to explain what a holiday feels like – you already know. You’ve felt the relief of leaving work behind, the warmth of the sun and doing absolutely nothing. The image reminds you how much you’d like to feel that way again.
3. They leave space for your imagination
The truly powerful ghost stories and OOH ads don’t spell everything out. The best horror writers know that what you don’t see is far more terrifying, because your imagination will conjure up something to frighten you.
Brilliant billboards understand this too. They give you enough to start the story, then trust you to finish it. Car keys on a table with the caption “Ready?” doesn’t need to show you the car or the journey. Your mind’s already imagining your own adventure, your own open road.
This confidence in leaving space is what separates forgettable content from what stays with you. It’s the difference between being told a story and being invited to feel one.
The bottom line
Whether it’s a ghost story or a billboard, the best visual storytelling doesn’t just share information, it creates an experience. It makes you feel first and think second. In a world of endless noise, anything that can move you in a few seconds deserves attention.
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