The leaves have fallen and the billboards have risen. It must be the November TV sweeps.
Clean, minimal word count, attention-getting/stand-out-ability, asking for action directly or indirectly, and having a post-impression ‘afterglow’ are traits of effective billboards.
The bright yellow on this Fox 5 board pops, while the iconic gesture and the portmanteau (the “aaayyy” is implied) do an effective job in positioning Good Day New York against its national competitors.
Here's an earlier billboard blog which includes shots of two excellent boards for morning radio.
And here are two creative and effective transit boards that also might inspire your next campaign.