New digital advertisement board proposed in Wrexham city centre

Plans have been lodged to install a new digital advertisement board in Wrexham city centre.

An application, submitted by Alight Media, has proposed that a 6m x 3m board is fixed onto a Gable at Brook House, Bridge Street

The applicants state it is believed that a ‘paper and paste 48 sheet advertising display’ was previously on the building.

However they add that ‘there is no evidence to that fact.”

Digital advertising boards have grown in popularity in recent with several now installed at locations in the city centre.

Alight Media state that the digital frame will provide “static illuminated advertising, which in our client’s opinion will cause no material harm to either amenity or public safety.”

A planning statement continues on to say: “Measuring 6m in width and 3m in height, the new advertisement would comprise a pressed
metal and reinforced plastic frame which would enclose a digital display.

Picture: Planning Document

“It would present a range of static images. A new image will materialise every 10 seconds with the interchange between each image virtually instantaneous.

“Advertisements would not contain any movement, animation or special effects.

“The display would be limited to 300 candela/sqm at night. Advertisements would therefore accord with the Institute of Lighting Professionals best practice guidance; The Brightness of Illuminated Advertisements PLG05 2015.

“The proposed display is operated and regulated remotely, removing the need for frequent site visits.

“What this means in reality is that there are no regular visits by poster vans, usually parking adjacent to the site, removing waste and fuel usage and obviously removing any health and safety implications of putting the signs up with each new campaign.”

It adds that screens are “switched off between midnight and 05:00 each day to reduce consumption in low traffic periods and increasing the lifecycle of our screens.”

If approved the digital advertisement board would face towards northbound traffic travelling along the A5152 Bridge Street.

The applicants state that “the highway is well-lit and level, providing excellent forward visibility on approach to the site, allowing drivers to glance at any advert far in advance without being distracted from the road ahead.”

The application will be considered for approval by Wrexham Council at a later date.