| A recent ruling by Virginia Beach City Council has | | | | Billboards have been a contentious issue for many |
| resulted in the ban of all LED billboards and signs. | | | | years and the new generation of LED signs has |
| The July 23rd decision drew applause from the | | | | added even more fuel to the fire. There is no |
| members of the cities beautification club that had | | | | doubt a billboard attracts the attention of drivers. |
| been lobbying for the by-law for some time. The | | | | Clear Channel Outdoor currently has 450 digital |
| 6 to 5 ruling will not affect existing signs, and | | | | billboards and Ron Cooper, their Chief Executive, |
| digital billboards, which were not a part of the | | | | states "It's a very flexible, very responsible |
| discussion, are also under review by the city. | | | | medium and very impactful...Consumers report |
| The Garden and Beautification Club argued that | | | | seeing it, remembering the brand, remembering |
| the flashing LED signage distracted drivers, | | | | the advertisers". |
| devalued real estate, and should be considered | | | | Digital billboards do not come cheap with some |
| sign pollution. Those in favor of the signs felt that | | | | costing upwards of $300,000; however, their |
| the LED advertisements were a sensible way of | | | | revenue potential is also quite high. Single boards |
| attracting customers to their struggling businesses | | | | can accommodate up to six different businesses |
| and were helpful to the visitors of the | | | | and at $1,000 - $5,000 per month for each |
| tourist-oriented community. They also felt that | | | | advertiser the return on investment can be |
| the signs were an environmentally friendly | | | | substantial. The signs also provide a steady |
| alternative to traditional signage and billboards | | | | revenue stream for the municipality in which they |
| which require constant upkeep and use far more | | | | are located. |
| energy to illuminate. | | | | As for the issue of distracting drivers, the jury is |
| Virginia Beach is not the only city involved in this | | | | still out. The Federal Highway Administration is in |
| debate. Los Angeles, Richmond KY, and Baltimore | | | | the midst of conducting a study and hope to |
| are among the many cities that are struggling | | | | have it completed by the end of the summer. For |
| with the concept of the modern signs. Some | | | | now, the only requirement they have put forth is |
| cities are allowing them with certain restrictions. | | | | that the messages on the screen change no |
| Conditions such as how often the message | | | | quicker than every 4 seconds, to lessen the |
| changes, how close they are to the roadway, and | | | | distraction. |
| how animated the lighting is, are all being | | | | Currently in the US there are more than 450,000 |
| considered. Certain cities are allowing the LED | | | | billboards, 2,000 of which are digital. Depending on |
| signs only if they provide some type of public | | | | where you live these numbers could be changing |
| service message such as weather info, time, | | | | fast based on the decisions of local government |
| date, etc... | | | | and the FHA. |