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Liverpool City Council is to approve the creation of nine new digital advertising screens which will bring in more than £1.2 million in income over the next decade.
A report to the council’s cabinet is recommending advertising companies JCDecaux and Clear Channel UK to be appointed to build and maintain the screens following a competitive tendering process.
Subject to 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 o more than £90 million over the next three years.
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 Digital Marketing standards. The council will also be able to promote its own services and cultural events.
Construction and installation of the digital advertising screens is expected to begin by next summer.
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.”