Executive Summary
for Advisory Committee Agenda Item:
Digital Signage Study
Presentation By: Building Code Services Branch, Planning & Growth Management Department of the Infrastructure Services & Community Sustainability Portfolio
Purpose: To provide a brief overview of the study
and to receive comments from a business perspective.
The City is undertaking a review of digital signage technology in order to make recommendations to Council on whether or not to amend the by-law regulating outdoor signage on private property to allow digital signs in Ottawa. Digital signs use electronic screens to display programmed text, images, or potentially videos, for business identification, advertisements or public notices. Currently, electronic signs with changing or moving images are not permitted.
The digital signage study involves four digital billboard signs installed in March 2011 at three locations on City property for a maximum two year period. This pilot project provides an opportunity to test the operation of the signs, identify potential impacts, and gauge the public’s reaction. The study also involves a review of regulations in other municipalities, a technical review of the traffic safety and brightness implications of digital signs, and a consideration of environmental and business impacts. Consultation began with two voluntary questionnaires about digital billboards hosted on ottawa.ca in the spring and fall of 2011. Additional feedback on the broader subject of digital signage technology was collected from participants at two stakeholder consultation events that took place on January 19, 2012.
A recommended strategy with respect to digital
signage will be posted on the project website (ottawa.ca/digitalbillboards) in March
for a four week comment period. The report with recommendations will be
presented to Planning Committee and Council in July.