Belfast·SPG008 Advertising and Signage·Page 29·5.9.3
Potential Impact of Digital Billboards
Overview of digital billboards as an advertising form, noting their visual prominence through illumination and movement, particularly when large or clustered together, despite higher initial costs compared to traditional billboards.
Digital billboards can be an effective form of advertising and despite being more costly compared to traditional billboards (at least initially), there has been increasing pressure for the installation of various types of digital advertisements across the city, specifically with regards to standalone kiosks. However, by their very design and siting, digital advertisements can be visually prominent and 'attention focused' by way of their illumination and sense of movement particularly when they are large in size and in close proximity to each other.
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