Two new digital advertisement boards planned for separate sites in Wrexham

Two new digital advertisement boards could soon be installed outside commercial properties in Wrexham.

In separate applications submitted to Wrexham Council, Alight Media have proposed one of the 48 sheet digital LED screen is installed on land at the Anise restaurant on Smithfield Road.

If approved the screen would ‘display a series of static images which will change no more frequently than once every 10 seconds’.

In a planning statement Alight Media said the proposal “is part of this company’s investment in and commitment to a high quality digital communication infrastructure to meet the advertising needs of modern businesses.”

The company adds: “Smithfield Road is a highly traversed and well-lit roadway, meaning that the ambient effect of the proposal is sufficiently contained, in accordance with the guidance set out by the Institute of Lighting Practitioners (ILP).

“This section of Smithfield Road and the A5152 Eagles Meadow Link Road, is home to a series of commercial buildings which incorporate signage on the outside, such the signs and facias of the shopping centre and the Bingo Hall, several of which are large and illuminated.

“The proposed display will not be out of proportion with the surrounding built environment and its’ tall buildings. The location can absorb the advertisement without detriment, and it will not dominate the wider cityscape.”

A similar screen is also proposed for at the edge of the car park of the former Hand Inn, on Holt Road, which is now in use as offices.

The site is described as being appropriate due to Holt Road being a “busy and well-lit roadway, meaning that the ambient effect of the proposal is sufficiently contained in accordance with the guidance.”

The company already has several digital boards across the town, including two on Eagles Meadow and two on Regent Street, which were later allowed on appeal after being refused by the council.

In terms of how the digital boards operate, the company explain: “The display is changed remotely using mobile data control, thus removing the need for our workforce to undertake the potentially hazardous activity of posting from a ladder or elevated platform.

“We are happy for the safeguards that we propose, to be included as conditions to a grant of consent (to limit the brightness of the display, prevent the display changing more than once every ten seconds, to ensure that that the change is instantaneous, and to prohibit the use of interactive messages or special effects).

“There are no unusual complexities here, and the offset and elevated position of the display ensures it would not obscure any sight lines or interfere with the clarity of the highway’s infrastructure.

“It is therefore considered that the proposed display would not unduly distract highways users and give rise to safety issues.”

In applications for both the Anise and Hold Road, Alight Media said: “The 48-sheet format is a commonplace and standard size for roadside advertisements.

“There is an existing network of 48-sheet displays in Wrexham but not much in the immediate vicinity, so it cannot be said to lead to an excessive, cluttered, or uncoordinated display that would detract from the appearance of the buildings, the site or the locality.

“Modern digital screens mimic conventional poster hoarding but are smarter. These units have been architecturally designed with high-quality materials to be modern, clean, simple, and uncluttered.

“They are the cutting edge of contemporary display, and they can enhance the appearance of a modern progressive urban infrastructure.

“It is considered that there will be no detrimental effect to local residential properties from the lighting of the proposed display which provides a digital display like that of a television screen and not a direct light source.

“With the correct controls in place, there will be no harm to the amenity of these properties, and to safeguard this, we will ensure that the illumination from the sign will be no greater than 5 lux at the facades of the nearest residential properties.

“The proposal would not be overly obtrusive, incongruous or a discordant feature, and would therefore be consistent with the regulations, and would cause no adverse impact on amenity.”

Both applications will be considered for approval by Wrexham Council at a later date.