Liverpool hopes for million pound out of home advertising boost

Stephen Chapman's picture

Liverpool City Council is set to approve the installation of 9 new digital advertising screens.

Councillors believe this will generate £1.2m in income over the next 10 years.

A report due in front of the cabinet tomorrow is to recommend that JCDecaux and Clear Channel UK are appointed to build and maintain the screens - this comes following a competitive tendering process.

JCDecaux will manage 5 of the screens, including Mount Vernon and Sefton Street. The remainder will come under the control of Clear Channel UK. The large format digital displays will be at high profile locations including Rocket Approach and Upper Parliament Street.

Providing it is approved by the cabinet and then the planners, the council will enter into a 10 year contract with the firms, which includes a guaranteed annual lump sum, plus a percentage of profits.

“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,” said Councillor Ann O’Byrne, deputy mayor of Liverpool.

“This appointment will generate much needed income and enable the council to promote key messages and campaigns at critical times. We intend to roll out further sites over the coming months and years to further drive up revenues.”