• Mediaweek, Monday, February 9, 2009 9:16 AM

Citing public safety and urban blight, Los Angeles and the state of California are considering measures that could restrict the growth of digital boards. At the end of 2008, L.A.'s city council declared a 90-day moratorium on new digital boards, until it decides how to regulate them. The state also is considering a statewide moratorium on building more digital boards.

The Outdoor Advertising Association of America is countering the moves with a study from Arbitron showing that people actually like digital boards. Digital boards have been a financial boon to outdoor companies, which have increased revenue from a single sign by several multiples.

The study found two-thirds of L.A. county residents don't mind digital boards, and 16% like them. More than 73% of residents believe the digital signs provide important community services. Nearly half of viewers think digital billboards are attractive, and 42% say the signs make their commute more interesting. "A very vocal minority is attempting to drive public policy," says an OAAA representative.

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