Crash fears over ad boards revamp bid
Digital screens are distracting, insists community leader
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Advertising
Advertising Plans to upgrade two advertising boards to a digital LED display have sparked concern.
Global has asked Renfrewshire Council for permission to change the hoardings opposite Aldi, in Ferguslie, from traditional paper to an electronic version to improve efficiency and reduce waste.
A letter from the company’s head of planning, Matt Swindles, said: “The upgraded advertisements would be the same size and displayed in the same positions.
“The difference would be that they would use digital LED screens to show the poster images instead of physical, printed posters.
“The use of digital LED displays in place of more traditional paper or stretched vinyl posters is increasingly commonplace in the advertising industry.
“Unlike their predecessors, digital displays allow for poster images to be changed remotely which greatly improves efficiency and drastically reduces the amount of site visits and physical waste.”
However, digital advertising boards have attracted criticism as they are considered a distraction to road users.
John McIntyre, chairman of Ferguslie Community Council, has voiced his opposition to Global’s proposal.
He said: “My experience of these is they are a distraction to motorists, especially at busy junctions or stretches of road.
“This particular spot has seen many accidents and serious injuries to motorists over the years.
“I would not think it is a good idea to have this type of billboard in this area.
“I would go as far to say it would be thoughtless and dangerous.”
In the planning application, Mr Swindles included conditions based on guidance from the Institute of Lighting Professionals (ILP).
One of those said: “The digital display shall not display any moving images, animation, video or full motion images that could present a hazard to road users.”
The application added: “It is considered that, under the proposed conditions, there would be no adverse effect of the upgrade on either visual amenity or public safety.”
When contacted, Mr Swindles explained the adverts would change “only once every ten seconds”.
He said: “Only static, poster-like images would be displayed. The resulting effect is similar to traditional scrolling vinyl poster hoardings. There would be no video or animation used.
“This ILP guidance advises that the rate of change for static digital signs should be limited to once every five seconds.
“However, the two displays in Ferguslie would be further limited to display static images that change only once every ten seconds to comply with Transport for London guidance, in line with other digital displays operated by Global in London and elsewhere.
“The new displays would, therefore, be safely within the guidance limits.”
They are a distraction to motorists, especially at busy junctions or stretches of road