Sydney to get big digital billboards

By Wenlei Ma | 23 April 2013
A mock-up of APN's large-format digital billboard in Sydney's Kings Cross.

Sydney will get its first large-format digital billboard through APN before the end of September in Kings Cross. But the issue of dwell times for digital billboards in NSW remains an area of contention.

APN secured the high profile site through negotiations with City of Sydney Council. As part of the deal, APN will run City of Sydney community campaigns on its high definition billboard.

APN Outdoor general manager of Digital Media Damien Rath said: “Approval of the Kings Cross Digital Billboard represents a great milestone for our valued clients as well as demonstrating our continued leadership and innovation of digital across Australia by delivering this first to market for Sydney.”

However, the digital, non-dynamic billboard will have a dwell time of 45 seconds, which APN said is the current Roads and Maritime Services (RMS) policy.

Earlier this year, industry body Outdoor Media Association was negotiating with RMS over proposed guidelines regarding dwell times in NSW. The Sydney Morning Herald reported the OMA wanted dwell times as low as eight seconds while the RMS wanted a longer time due to concerns about road safety and driver distraction.

The OMA is negotiating with RMS. OMA chief executive Charmaine Moldrich told AdNews: "Congratulations to APN - it is great to finally see digital roadside advertising in a global city like Sydney. The Outdoor Media Association is currently in negotiation with the RMS to introduce electronic digital standards in the coming months."

There are large-format digital billboards at Sydney Airport but because the airport is on federal land, state regulations don't apply.

Comment has been sought from RMS.

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