City eyes digital billboards to bring more advertising dollars to Brampton

Brampton | Caledon | Latest News |

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Published March 30, 2023 at 3:29 pm

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The City is considering opening the door to digital billboard advertisers in Brampton to put some extra funds into the City’s coffers.

A report from staff shows Brampton could get into the billboard business as the City is looking into securing digital advertising signs.

The report, which will go to a committee of council next month, says the digital signs would be placed on City property “to provide increased City messaging to residents and an alternative revenue source.”

The City could end up leasing land to digital billboard providers with a minimum annual guarantee revenue if given the go-ahead by council, providing an opportunity for third-party advertising as well as free messaging for the City.

Staff did not give an annual dollar figure for how much digital billboards could Bring to Brampton, but the report said rates for a four-week run on one digital billboard could bring in between $1,500 to $15,000 in revenue to the City.

“The installation of digital billboards on City property will have the added benefit of providing local businesses new ways to advertise boosting economic development and reinforcing Brampton as an urban innovative city,” the report reads.

But making way for more billboards would require site-specific bylaws changes, similar to how an amendment was approved in December to allow digital signs on CN rail bridge overpasses. The City will be receiving annual revenue and free messaging on each sign as part of that contract.

Brampton’s sign bylaw classifies digital billboards as “Ground Signs” and must be on private property that is vacant land, and kept away from residential areas.

The report says that any future requests for an exemption to the bylaw for digital signs would need to include a safety assessment, and the City would need to keep future rezoning and new developments in mind.

The report will go to a committee of council on April 12.

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