(Image: Google Maps)
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Search the Public Notice Portal More digital advertising screens could soon appear at major roundabouts as part of new plans for Wearside.
The proposals, submitted to Sunderland City Council, outline the installation of freestanding digital 48-sheet advertising boards on roundabouts in the Ryhope and Southwick wards.
The screens would be located at Saint Benedict’s Way and Stockton Road, near St Benedict’s Hospice, and at the junction of Newcastle Road and Shields Road, close to Sunderland Golf Centre.
Roundabout at Saint Benedicts Way and Stockton Road
(Image: Google Maps)
Smart Outdoor Limited, the applicant, said the boards would display commercial advertising for traffic heading towards Sunderland city centre.
Each advert would remain on screen for at least 10 seconds, with the boards intended to deliver "sustainable, relevant, locally focused messaging."
In planning documents, the company argued that the "high-quality, modern digital display structures would be 'readily absorbed into the street scene'" and would not pose a distraction risk.
The statement said: "It would be 'extremely unlikely that any driver (or other) who is exercising a reasonable degree of care for their own and others safety would be so distracted or confused by the proposed sign as to cause harm.'"
Roundabout at the junction of Newcastle Road and Shields Road
(Image: Google Maps)
The applicant said digital signage offers a "modern, forward-thinking and sustainable way" to deliver advertising and that the roadside location is "away from more sensitive areas and spaces."
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They also argue the screens would not impact public safety, as they would be "set back from the vehicle carriageway, is away from official signs and signals and does not obstruct any sightlines."
Recent applications for similar screens reflect a wider industry trend of replacing traditional billboards with digital alternatives.
A decision will be made by the council once public consultation is complete.