Liverpool City Council is set to approve the creation of nine new digital advertising screens which will bring in more than £1.2m in income over the coming decade.
A report to the council’s cabinet, on Friday, 24 November, is recommending advertising companies JCDecaux and Clear Channel UK be appointed to build and maintain the screens following a competitive tendering process.
Subject to cabinet approval, and the digital screens receiving planning approval, the council will enter into a ten year contract which includes a guaranteed annual lump sum plus a percentage of any profits made.
The appointment is the first phase of a new approach to outdoor advertising as part of a council wide drive to generate more revenue to help offset government cuts of more than £90m over the next three years.
Friday’s cabinet recommendation states:
(i) JCDecaux be appointed the successful bidder for the construction and management of large format digital advertising screens at –
- Mount Vernon Street
- Leeds Street
- Sefton Street
- Byrom Street
(ii) Clear Channel UK be appointed the successful bidder for the construction and management of large format digital advertising screens at –
- Upper Parliament Street
- Scotland Road
- Leeds Street
- Rocket approach
Construction and installation of the digital advertising screens is expected to begin by next summer, subject to site assessments and planning approval, which will consider in detail, the appearance, the impact on amenity and any potential impact on highway safety.
The content of the advertisements and messages to be displayed on the digital screens will be strictly in accordance with the council’s own standards and that of the British Code of Advertising, Sales Promotion and Direct Marketing standards. The council will also be able to display messaging to promote its own services and cultural events.
Liverpool City Council already generates significant revenue from existing contracts with advertising companies. This includes two large format double-sided digital advertising screens at M62, Bowring Park; two large format digital advertising screens at King Edward Street (recently upgraded from back-lit); two large format back-lit screens at Scotland Road/Leeds Street; a large format double-sided back-lit screens at Islington/Irvine Street; and various small format freestanding digital advertising screens at locations within the city centre as well as roundabout advertising.
These new contracts with increase further the revenue the council generates through outdoor advertising, which will help the council to continue to deliver vital services.
Councillor Ann O’Byrne, Deputy Mayor of Liverpool, said: “The money generated by this deal with JCDecaux and Clear Channel UK is a great starting point in how we utilise our highways assets for digital advertising. This appointment will generate much needed income and also enables the council to promote key messages and campaigns at critical times to a wide audience. We intend to roll out further sites over the coming months and years to further drive up revenues.”