Houston’s economic development committee recently heard a presentation from Clear Channel Outdoor about creating more digital billboards throughout the city. Lee Vela, vice president of public affairs at Clear Channel Outdoor-Houston, discussed the benefits of digital billboards, including updated technology, sign reduction, and community messaging.

Proposal Details

The proposed ordinance would allow legally permitted signs to be converted from printed signs to electronic messages, limited to commercial and industrial areas, controlled access interstates, and roadways. The signs would be a certain distance from other billboards and would be part of a phased rollout, including removing three billboards and adding a digital sign.

According to Vela, the digital billboards would work in a static rotation, with images changing every eight seconds, and would be able to be updated within two seconds of making an update. The lights would also adjust according to surrounding conditions.

Community Impact

Lani Ferro, vice president of public affairs with OutFront Media, noted that digital billboards would benefit small businesses more, as they are more affordable than other forms of media. Ferro stated that about 75% of billboard messages are for local businesses, promoting those businesses, creating and supporting jobs for residents, and driving sales tax revenue for the city.

Nonprofits and law enforcement also use digital billboards to promote campaigns or generate funding for nonprofits. Vela mentioned that 20 missing Texas children have been reunited with their families through these billboard messages.

Concerns and Next Steps

Council member Sallie Alcorn expressed concerns about safety and the types of advertising that would be on the billboards. Ferro countered that exhaustive studies, including the Texas Department of Transportation, have found digital billboards to be ‘safety neutral.’ No official proposed ordinance was put forth, and committee Chair Martha Castex-Tatum asked if Clear Channel and OutFront Media would be willing to sit with the city and those opposed to digital billboards to draft an ordinance.

Original reporting: Community Impact — Houston — read the source article.