Local Authorities and DS

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Digital signs are expected to become the biggest thing in outdoor advertising, but what do the local authorities really think?
 
We’re taking a quick look at the outdoor digital signage market in three pictaresque cities across Europe: London, Moscow and Venice.

LONDON

The recent installation of four video screens into the pavement outside the newly refurbished Howick Place in London is the first permanent moving-image public artwork to be approved by Westminster Council. As such, this installation signals London’s willingness to allow digital signs to make themselves comfortable in locations across the capital. Opened in June 2008, this film installation on four screens has been given permission to be screened daily between the hours of 7am and 1am. Scripts supplied by Roku, who have provided the video display in conjunction with Flasma, ensure that the content is synchronised daily, according to artist Idris Khan’s wishes.
 
Flasma, pioneers in the display of moving images in the floor, selected Roku’s HD2000 BrightSign player to control the installation. The displays are Flasma’s first weather-proof outdoor models to be installed. Sunlight-readable displays and anti-slip glass ensure that the video content can be viewed all year round, come rain, come shine.
 
Situated in a former Victorian mail sorting office, the four screen piece, entitled ‘Fragile’, celebrates the tradition of postal communication.
 
MOSCOW

Russia is currently one of the fastest-growing advertising markets. Revenue from outdoor advertising in Russia increased by 13% in the first half of this year, according to the Association of Communication Agencies in Russia, largely because of the increase in digital signage. However, outdoor advertising rates in Moscow are also going up following the implementation of advertising restrictions in several areas of the city. Restrictions on outdoor advertising are being imposed around some of the major tourist attractions in Moscow, including the Kremlin, the Novodevichy Monastery and the Kolomenskoye Estate. The government ban will come into effect between January and December 2009, with the Kremlin area the first to be affected in January. Moscow mayor Yury Luzhkov said that the ban comes following a campaign by residents of the historic areas of the city. Advertisements will still be permitted at bus stops and payphones, as well as on certain roadside barriers. Luzhkov argued, "advertisements that block the view of historical monuments must be removed".
 
VENICE

For many, seeing the words ‘digital signage’ and ‘Venice’ in the same sentence will immediately trigger a violent reaction. But, I can assure you that it’s really not as bad as you might think. Although comparisons with Piccadilly Circus and Time Square have already been made, the planned digital signage project in St. Mark’s Square is fuelled not by a desire to destroy the sacred square, but simply to preserve it. Although the plaza has, like the Grand Canal, up to now remained an advertisement-free zone, digital signs will temporarily be installed so that the necessary restoration of the square can be funded, at least partially, by advertising revenue. Five screens, each measuring 250 square metres, will be hung in front of the scaffolding covering the buildings being restored. Essentially, the unpleasant choice lies between the Square being spoiled by scaffolding or digital signage. And with that limited choice, it is hardly surprising that digital signage has turned out to be the lesser of two evils. Rather than signaling Venice’s selling out to the consumer-driven modern world, this is simply a means for Venice to gain sponsorship in order to maintain itself. The restoration work is expected to take up to six years and cost between fifty and sixty million Euros. Because there are no public funds available for this kind of restoration project, Venice had to seek funds from some other source.
 
This digital signage project was approved on the 5th August, when Massimo Cacciari, the mayor of Venice, stated calmly, "It is neither ugly nor beautiful, but simply necessary". The city government will view all advertisements fifteen days in advance of screening, in order to ensure that they maintain full control over the content. Screens are expected to display advertising, news and relevant information, and perhaps even stock market figures. The screens will be placed on five illustrious buildings around the square, including the Ala Napoleonica and Biblioteca Nazionale Marciana. It remains to be seen which daring advertiser will put in a bid for this advertising space.