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As the proliferation of electronic billboards begins to get mainstream press, some areas in Minnesota are being proactive, looking at the situation as it relates to their city before it becomes a pressing issue.
The Eagan City Council, in Minnesota, has done just that, placing a moratorium on electronic billboards until it can investigate the impact of the new technology, writes Minnesota This Week. The study of these signs is expected to be completed by the end of July - long before the digital billboard boom gets truly on its way. The Outdoor Advertising Association of America estimates that there will be 4,000 digital billboards within 10 years.
Such a study makes sense, because LED billboards weren’t around when existing sign ordinances were drafted, said the City. The League of Minnesota Cities is also considering a study on the issue, on behalf of its members.
Eagan currently has one digitial billboard, owned by Clear Channel Outdoor, with a message that changes every eight seconds. The outdoor company approached the City only after the sign had been activated, to explain the technology and the company’s plans for expansion.
The council had concerns about the sign that included the distraction from driving and the fear of how far this technology could go.
The mayor, however, pointed out that as of now, the biggest hazard caused by the current sign “is elected officials and city staff driving by it to see what they think of it.”
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