Plans have been submitted to install a new illuminated digital billboard on Brading Road in Ryde – a move that would bring the first of its kind to the Ryde area.
The proposed D-Poster would be located on the site of IMO Car Wash, just metres from McDonald’s and Tesco Extra – one of the busiest stretches of road on the Isle of Wight.
Wildstone Estates Limited, an outdoor media infrastructure provider, has applied for advertisement consent to install a 6 x 4.2m LED digital display. If approved, the structure would display a series of static adverts, rotating every 10 seconds.
According to the application submitted to the Isle of Wight Council, the sign would be mounted 1.2m above ground level and is designed to match the size of traditional 48-sheet posters. It is described as a lightweight, modern replacement for paper-and-paste billboards, capable of remote control, monitoring, and fault reporting via a Network Operation Centre.
In a supporting letter, the applicant’s agent, Stantec UK Ltd, has said:
“This is part of an industry-wide drive to rationalise, modernise and update advertising infrastructure to meet modern requirements.
“The proposed location is wholly appropriate in principle for advertising of this type. The site is commercial in character, is not within a Conservation Area, and there are no listed buildings or residential properties in the immediate vicinity.”
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At present, there are no similar digital billboard installations in Ryde. Existing billboard advertising on the Isle of Wight is limited to a digital board in Sandown (Broadway), and 4 traditional billboards in Newport along Fairlee Road and the Fairlee Link Road.
A consultation on the proposal (25/01227/ADV) is open until 3rd October, with the Isle of Wight Council expected to make a decision by 22nd October.
Speed cameras would be a better idea especially along
Beapers.
It’s a good business, Jake works hard and does a good job.
Why put in a bright, changing, distracting display sign just before approaching a busy roundabout?
The drivers are doomed!
Wow, if you’re reflexes are that bad approaching a sign near a roundabout, how would you react if a child ran in front of you? Maybe it’s time for you to hand in your licence.
Depends what’s on the screen.
That’s because brains on the island are low when
it comes to road safety .
The traffic going into McDonald’s is an accident
waiting to happen, fcuk all gets done about it.
Putting up such a distraction is mindlessly and dangerous.