25-05-2025
- Business
- South Wales Argus
New digital advertising board submitted for Newport street
The paper and paste hoarding at 55 Chepstow Road, Newport, could be replaced with a digital display following the approval of planning application PP-13971315.
The application was submitted by Wildstone Estates Limited, with Alder King Planning Consultants acting as the agent.
The new display will be 6m wide, 3m high, and 0.29m deep, and will be mounted 2.25m above the ground.
It will be internally illuminated, with a maximum brightness of 5,000 cd/m² in daylight and 300 cd/m² at night.
The advertisement period for the new display is set from June 28, 2025, to April 28, 2030.
The applicant stated the intention to convert the existing advertisement, which has been in place since July 2008, into a modern digital D-Poster display, which will be 50 per cent smaller than the original.
The new display is expected to bring several public benefits.
These include reducing vehicle trips and waste associated with poster replacement and allowing real-time, remote updates of displayed content.
The display will also offer a platform for public messages and emergency broadcasts.
The new display will be a static one, showing six rotating adverts every 10 seconds.
It will include ambient light sensors and remote diagnostics.
The location, classified as Environmental Zone 3 (suburban), is already well-lit with no heritage or conservation constraints nearby.
The application stated: "Replacing a 12m x 3m sign with a smaller unit provides visual benefit to the area."
The new display is expected to maintain public safety, as it will be in the same position as the current board, maintaining driver sightlines.
It will not display moving images, animations, or videos, only static ads with a 10-second dwell time.
The application confirms that the display will be a single panel, 3m x 6m x 0.1m, with brightness varying with ambient light, controlled by sensors and a light table.
The consent for the new digital display is granted for five years, with conditions including luminance restrictions aligned with ILP guidelines.
If the display malfunctions, it must default to a black screen.
