Los Angeles has issued a Department of City Planning Staff Recommendation report which contains a proposed digital sign ordinance which will be considered by the City Planning Commission on September 14, 2023.  Some of the key items.

• The Los Angeles Metropolitan Transit Authority (“Metro”) is proposing to put up 86 digital displays at 49 Metro owned sites along freeways and at key intersections around the city.  The signs will be scattered around the city.  Out of home companies will manage the signs and sell the advertising.
• The digital signs will provide traffic info and off-site advertising.
• The signs are projected to generate $300-500 million of net revenue for Metro and Los Angeles over 20 years.
• The digital screens will have an 8 second flip and operate from 7am to midnight.
• There will be a 3:1 square foot takedown ratio.  For every new square foot of digital signage 3 square feet of existing signage must be removed.
• Here’s a map showing where the proposed sites are located.  You can find more details at the city’s Transportation Communications Network page.

Billboard Insider’s take:  Expect to see more deals like this in urban areas.  Metro and Los Angeles get much needed funds to spend on transportation projects.  The 3:1 takedown ratio is reasonable and will result in a net revenue gain for the out of home companies while allowing Los Angeles to reduce the number of signs.  The sites look like terrific locations.  Billboard Insider is not sure why the report insists that the digitals must be powered down at night because digital billboard light mitigation technology prevents light from spilling into neighborhoods.

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