Giant video advertising screens plan gets go-ahead

A plan to put giant video advertising screens at key routes across Liverpool has been approved by Liverpool council chiefs.

It is estimated the screens could net the council £1 million in extra revenue from advertising deals.

The plan follows similar digital screens approved for the start of the M62 as well as large back lit screens at King Edward Street, Leeds Street/Scotland Road and Islington/Irvine Street.

According to council documents the next stage is to realise the potential that still exists to expand the portfolio of locations and put up large digital advertising screens at appropriate highway locations throughout the city.

The places being considered include some of the city’s busiest routes and range from Upper Parliament Street, The Strand, three sites on Speke Road, Queens Drive and the East Lancashire Road.

Cllr Malcolm Kennedy, Liverpool City Council Cabinet Member for Regeneration said the scheme was part of the city’s « Invest to Earn » plans.

At the cabinet meeting in Liverpool town hall he said: « If we don’t do this and get the income from it then other people are likely to bring forward proposals. »

Last year advertising company Clear Channel submitted plans to place two 24ft by 16ft LED screens on 65ft towers in a car park at the junction of Thomas Lane and Bowring Park Road underneath the M62 motorway.

According to a report prepared for the city’s ruling cabinet: “The delivery of high quality advertising at key strategic locations across the city, will add to the attractiveness of the city as a place to visit and work.

“The screens could generate in excess of £1m of net benefit to the council.”

However, the report says the proposed locations are still subject to a number of technical and legal assessments which will need to be completed before the project goes ahead.

One of two digital billboards at the start of the M62 Motorway, near the Rocket, Broadgreen

The screens will also need to be assessed under the council’s planning process.

The report added: “Soft market testing suggests that in taking this opportunity to market in this format it will enable the council to maximise the potential income from our assets.”

A sign for Upper Parliament Street, Liverpool

Proposed locations of the giant screens:

Upper Parliament Street, Riverside

Great Howard Street, Kirkdale/Central

Islington, Central/Everton

Mount Vernon, Picton

Wapping/Kings Dock, Riverside

Leeds Street/Pall Mall, Central/Kirkdale

Sefton Street/Chaloner Street, Riverside

The Strand, Central

Scotland Road, Kirkdale/Everton

A sign for Scotland Road, Liverpool

Victoria Street, Central

St. Marys Road/Garston Way, Speke/Garston

Speke Road/Horrocks Avenue, Speke/Garston

Speke Road/New Mersey Retail Park. Speke/Garston

Speke Hall Road (nr Delph Lane), Speke/Garston

Queens Drive/Utting Avenue, Anfield/Clubmoor

East Lancashire Road, Croxteth

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