Want to waste some of your marketing budget?  Make sure your billboard is set in all caps.  It’s just that easy!  It guarantees that your message will be much harder to read, especially at 65 miles per hour in busy traffic on a rainy day.  We’ve known for years that all caps are harder to read (it’s why books are set in upper and lowercase type), yet a silly percentage of outdoor advertisers still opt for all caps, undermining their own marketing.  Don’t be one of them.