Elizabeth McIntyre, the chief executive of the Outdoor Media Association (OMA), stated that the industry is dedicated to safely displaying all digital signs, complying with state and federal regulations, as well as abiding by 17 self-regulated codes and policies. Digital signs are equipped with sensors to adjust to changes in surrounding light, and research conducted in partnership with the Australian Road Research Board found no negative impact on road safety from billboards. Net media revenue for out-of-home advertising has increased by nearly 10 percent, reaching $287.6 million in the latest quarter.
Transport for NSW has implemented digital billboards, reducing the number of physical advertising spaces across their network, and generating revenue that is reinvested back into the transport system to improve services. However, City of Sydney Councillor Yvonne Weldon criticized the influx of for-profit advertising in public spaces, arguing that art should be promoted instead of commercial interests. She raised concerns about the size and placement of digital screens erected by QMS media under a 10-year contract, which has led to the removal or relocation of about 30 signs due to public complaints about obstruction and lack of consideration for pedestrians and local businesses.
Weldon highlighted the clash between the advertising billboards and efforts to make streets more accessible, stating that they have been installed without regard for impact on transit corridors and views. In contrast, a spokesperson for Lord Mayor Clover Moore emphasized the significant value that the QMS contract brings to the city, supporting a variety of initiatives including the public art program and helping to maintain low rates for residents. The QMS spokesperson noted that the company collaborates with the City to address community feedback and concerns, aiming to find a balance between commercial interests and public preferences.
Overall, the OMA and its members strive to follow regulations and guidelines to ensure safe and responsible display of digital signs, while also contributing to the growth of the out-of-home advertising industry. The introduction of digital billboards by Transport for NSW has brought in revenue that is used to enhance transport services, although there are criticisms about the impact of commercial advertising on public spaces. The debate between promoting commercial interests through billboards and prioritizing art and public accessibility continues to be a point of contention in urban environments like Sydney, where the balance between generating income and maintaining community values is constantly challenged. Collaboration and communication between stakeholders, including government authorities, advertising companies, and community representatives, are essential in addressing these complex issues and finding solutions that benefit all parties involved.
