1. business and industrial
2. advertising and marketing
3. advertising

SUBMISSION
TO DRAFT
DCP 2015
Signs and Advertisements
HEADING STYLE
“Creative imagination is not only central
to the work of the cultural sector, but can
also be evident in business.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
II
DOCUMENT CONTROL
DOCUMENT ID: 215.123 / DOCUMENTS / 150410 SUBMISSION FINAL
ISSUE
DATE
STATUS
PREPARED BY
APPROVED BY
NAME
INITIALS
NAME
INITIALS
V1 Draft
28 April
2015
Final Draft
Sonny Embleton
SE
Marian Higgins
MH
Final
30 April
2015
Final
Sonny Embleton
SE
Marian Higgins
MH
This report has been prepared for the exclusive use of the Client,
in accordance with the agreement between the Client and TPG
(‘Agreement’).
TPG accepts no liability or responsibility whatsoever in respect of any
use of or reliance upon this report by any person who is not a party to the
Agreement or an intended recipient.
In particular, it should be noted that this report is a qualitative assessment
only, based on the scope and timing of services defined by the Client and
is based on information supplied by the Client and its agents.
TPG reserves the right, at any time with or without notice, to amend,
modify or retract any part or all of this document including any opinions,
conclusions, or recommendations contained therein. Unauthorised use
TPG cannot be held accountable for information supplied by others and
relied upon by TPG.
Copyright and any other Intellectual Property arising from the report and
the provision of the services in accordance with the Agreement belongs
exclusively to TPG unless otherwise agreed and may not be reproduced
or disclosed to any person other than the Client without the express
written authority of TPG.
of this draft document in any form whatsoever is strictly prohibited. To
the maximum extent permitted by law, TPG disclaims any responsibility
for liability whatsoever arising from or in connection with this document.
This submission has been prepared by
TPG Town Planning and Urban Design
on behalf of:
Outdoor Media Association (OMA)
Suite 504 / Level 5
80 William Street
East Sydney, NSW 2011
T: +61 2 9357 9900
Town Planning and Urban Design
Suite 1.02
8 West Street
North Sydney, NSW 2060
PO Box 1612
North Sydney, NSW 2059
T: +61 2 9925 0444
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
III
HEADING STYLE
“Bring creativity into the everyday
experience of the city.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
IV
CONTENTS
Executive Summary
2
Introduction
5
Background
7
Issues with the Draft DCP 2015
12
Conclusion
31
List of Appendices
33
Appendix A:
Letter from Department of Planning, NSW noting in-principle approval
of the OMA’s Digital Guidelines
Appendix B:
Draft Transport Corridor Outdoor Advertising Guidelines – Assessing
Development Applications under SEPP 64, NSW Department of Planning
Appendix C:
OMA Digital Advertising Guidelines
Appendix D:
The OMA’s Driver Behaviour Research
Appendix E:
Letters of Support for the OMA’s Submission
Appendix F:
City of Sydney Public Perceptions Research
Appendix G:
NIELSEN Independent Study Results Summary 2011
Appendix H:
oOh! Media Community Consultation
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
V
“New technology provides opportunities for
interesting and interactive forms of communication
that can create an ‘experience’ for those using
public spaces. It further connects Sydney with
the global economy and digital age.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
EXECUTIVE SUMMARY
The Outdoor Media Association (OMA) welcomes the
opportunity to formally recognise the important and increasing
role of electronic outdoor advertising in Sydney’s evolution as
a modern and vibrant city.
The City of Sydney has proposed a draft amendment to the
Development Control Plan 2012 (DCP 2012). The draft DCP –
Signs and Advertisements 2015 (draft DCP 2015) was placed
on exhibition on 17 March 2015.
The draft DCP 2015 is intended to provide guidance on the
appropriate style and format of signs and advertisements within
the City of Sydney, and in particular to respond to the increasing
use of digital technology for signage.
The OMA has undertaken a detailed review of the draft DCP
2015, and finds that the proposed development controls are, in
part, inconsistent with higher planning instruments and policies,
do not reflect best practice in terms of safety or visual amenity
and do not adequately respond to emerging technology and
industry aspirations, nor do they incorporate flexibility to
respond as streetscapes and precincts change.
Many of the provisions are overly complicated and outside the
scope of a DCP, the purpose of which is to ‘provide guidance
on development’ and ‘facilitate development’ 1. Sustainable
Sydney 2030 aims to further enhance the City of Sydney as
‘globally competitive, innovative, vibrant, lively, engaging,
cultural and creative’. This draft DCP could result in outdated
and unchanging signage out of touch with Sydney’s status as
a modern and vibrant city.
Advertising plays a fundamental economic role in Australian
society, with an overall spend of $11.6 billion in 2014. 2 Last
year the Out-of-Home (OOH) industry raised revenue of
$602 million, making up approximately 5.2% of advertising
spend in Australia. 3 Digital advertising makes up 21% of total
OOH advertising revenue and this will continue to grow.4 The
industry employs almost 500 people in NSW. 5 In its current form
the draft DCP will detract from the ability for local sign owners,
landlords and businesses to maintain economically viable and
sustainable business operations. By limiting the advertising
spaces available, many integral community members will be
affected including local businesses, tourism operators, art
institutions and charities.
1
Environmental Planning and Assessment Act 1979 (NSW).
2
Commercial Economic Advisory Service of Australia (CEASA) excluding classifieds and directories.
3
The OMA and its members have a longstanding collaborative
working relationship with the City of Sydney. In light of this, the
OMA seeks to work together to fine-tune the draft DCP 2015
prior to its adoption to ensure that it appropriately reflects the
Council’s vision of a ‘globally competitive, innovative, vibrant,
lively, engaging, cultural and creative’ Sydney.
The OMA is confident that a mutually acceptable DCP can
be achieved that will enable the OOH industry to achieve
excellent amenity outcomes while facilitating a viable business
environment where business can continue to thrive and enable
Sydney’s evolution to a modern and vibrant city.
Summary of recommended amendments to the draft DCP
The OMA strongly believes that by making the following
modifications to the draft DCP 2015, the OOH industry will
remain confident in its role in contributing to Sydney’s economy,
providing community service and enhancing, not detracting
from, the visual amenity of Sydney’s streetscapes. If it would be
of assistance to City of Sydney, the OMA will provide a marked
up copy of the DCP identifying the recommended amendments.
(See table on next page).
Commercial Economic Advisory Service of Australia (CEASA) excluding classifieds and directories.
4
Based on first quarter 2015 revenue figures – Outdoor Media Association.
5
In 2015, NSW employs 477 FTE based on data from Adshel, APN Outdoor, JCDecaux and oOh! Media.
We believe the industry can play a role in enhancing, not
detracting from, the visual amenity of Sydney’s streetscapes.
The OMA invites Council to work together with the industry to
positively guide signage that reflects and enhances Sydney now
and into the future. To achieve this aim, the OMA encourages
the City of Sydney to modify the draft DCP 2015 to exemplify
consistency, be simple, flexible and merit-based, evidence
based, fair and positive.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
2
EXECUTIVE SUMMARY (continued)
01. Delete Objective 9 ‘to restrict the establishment
of third party advertising structures’ from the DCP.
02. Reinsert clause regarding street furniture, using the
following text: “Commercial Advertising Signs on
street furniture (other than on furniture provided
by or for the City of Sydney) are not permissible
unless undertaken in accordance with the Footways
dining policy.”
03. Work with industry to establish more realistic, less
onerous conversion and visual impact assessment
guidelines in Clauses 3.16.7.2(2) and (3) and simplify
assessment criteria outlined in Schedule 9.1 to reflect
that these are existing approved structures.
04. Delete requirement for a blanket 30% size reduction
when replacing, modifying or converting an electric
structure. In its place provide positive guidance to
encourage merit-based architectural integration.
05. Delete the requirement of a 45 second dwell time.
Instead align the required dwell time for electronic
advertising with the NSW draft Transport Corridor
Advertising and Signage Guidelines which specify
a dwell time of 10 seconds below 80km/h and
25 seconds for 80km/hr and over.
06. Simplify the luminance requirements by adopting
those used in the NSW draft Transport Corridor
Advertising and Signage Guidelines. Simplify the
Guidelines for Light Impact Assessment report and
delete the requirement for ongoing audit impact
statements.
07. Align Clause 3.16.7.2(5) in relation to traffic and
pedestrian safety with NSW draft Transport Corridor
Advertising and Signage Guidelines particularly by
modifying proposed crossfade transition from 0.5–1.0
second to 0.1 second.
08. Amend the clause requiring applicants to provide
a blanket 15% of advertising space to City of Sydney
to reflect the purpose of a DCP which is ‘to provide
guidance on development’. A DCP cannot lawfully
require a developer to make developer contributions
to a Council.
09. Modify the language in section 3.16.12 to guide
flexible, contextual and merit-based assessment of
individual signs rather than forbid signage technology
in individual precincts.
10. Align the DCP with SEPP 64 and other planning
instruments. The proposed DCP’s inconsistencies
could present a legal issue for CoS that may lead to
future litigation and costs.
11. Modify the DCP to better balance economic outcomes
with land use and cultural outcomes.
12. Modify the DCP to better align with the Council’s
Creative City – draft Cultural Policy 2014–2024.
13. Align the DCP with the generally positive public
perceptions of advertising.
14. Amend the DCP to better encourage a Sydney that
is ‘Green, Global, Connected’.
A city’s sense of ‘character’ is informed by a myriad
of things – it may be the architecture, the quality of
light, the sounds or even the colour. Some markers
of ‘place’ operate on a more unconscious level –
one of these is typography, and more specifically
its most public form, signage.
STEPHEN BANHAM
CREATIVITY ON OUR STREETS CONTRIBUTES TO THE CHARACTER OF A CITY.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
3
“Creativity in Sydney is visible … It is evident in the
city’s street life, in expressions of creativity in the
public domain (and its virtual equivalents), and in
memorable precincts that offer a variety of large
and small-scale activity, interaction
and experiences.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
INTRODUCTION
TPG Town Planning and Urban Design (TPG) has been
engaged by the Outdoor Media Association (OMA) to prepare
a submission in response to the City of Sydney’s (CoS) Draft
Sydney Development Control Plan (Signs and Advertisements)
2015 (draft DCP 2015), currently on exhibition.
1.1 About the OMA
The OMA is the peak national industry body that represents
most of Australia’s traditional and digital Out-of-Home (OOH)
media display companies and production facilities, as well as
some media display asset owners.
Part of the role of the OMA is to develop constructive
relationships with State and Local Governments and to
contribute to the process of developing policies, laws and
regulations for outdoor advertising that are both fair and
equitable to governments, the community and the industry.
On behalf of its members, the OMA advocates for planning
systems across Australia that will deliver the following
outcomes:
— The recognition of Outdoor advertising signage as
a legitimate land use.
— The removal of the distinction between ‘on-premise’ and
‘third-party’ signage in planning policy and local laws.
OMA members advertise ‘third-party’ products6 on billboards,
freestanding advertising panels, public transport, taxis,
pedestrian bridges and street furniture (including bus/tram
shelters, public toilets, phone booths and street kiosks). OMA
members also display advertisements in bus stations and train
stations, at shopping centres, universities and airport precincts.
The industry members build, clean7 and maintain the pedestrian
bridges and street furniture, and provide other community
infrastructure such as park benches, bins and bicycles.
The OMA does not represent businesses that install ‘on-premise’
advertisements (vehicles, billboards and other structures that
advertise the business, services and products on the advertiser’s
property). On-premise advertising is more prolific than thirdparty advertising.
The OMA is a strong advocate for ensuring the OOH advertising
industry is aware of and responds appropriately to the social
responsibilities associated with mass media in the public
realm. The industry demonstrates its social responsibility
through complete compliance with all findings of the
Advertising Standards Bureau (ASB) as well as all State and
Local Government controls relating to outdoor advertising. In
contrast, companies that display on-premise advertising are
often not aware of these various controls and regulations.
— Provision of proactive, fair and reasonable development
standards that are appropriate for signage land use.
— Provision for the responsible display of Outdoor advertising
signage within urban centres and along transport corridors.
Digital technologies have now transformed what was
once an advertising monologue into something more akin
to a consumer dialogue. This has made the investment of
a huge, fixed and static advertising medium less viable.
STEPHEN BANHAM
CREATIVITY ON OUR STREETS CONTRIBUTES TO THE CHARACTER OF A CITY.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
6
Advertising in which the advertisement is not associated with the premises
on which it is displayed. That is, a landowner allows an outdoor media display company to display an advertisement for a third-party product.
7
Cleaning includes the removal of graffiti.
5
“A culturally rich and vibrant city is inclusive in its
scope and recognises and celebrates the creative
imperative in all its diverse forms.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
BACKGROUND
After several months of consultation with the OMA, the City
of Sydney (CoS) has made a draft amendment to the 2012
Development Control Plan (DCP 2012). The draft DCP – Signs
and Advertisements 2015 (draft DCP 2015) was placed on
exhibition on 17 March 2015. If approved by Council, the draft
DCP 2015 will amend the DCP 2012.
The OMA and its members work closely with the City of Sydney
and contribute to a variety of public benefits within its Local
Government Area (LGA). In particular, its members:
— Donate free advertising space to the CoS and support its
festivals such as Sydney Festival, Vivid Sydney, Good Food
and Wine Festival and Open Air Cinemas.
The key amendments addressed in this submission relate to
3.16.7 ‘Advertising structures & third party advertisements’
and, more specifically, 3.16.7.2 ‘Replacement, modification or
conversion of an existing approved advertising structure to
an electronic variable content advertising structure’8, and the
revised and additional signage precincts in 3.16.12.
2.2 Council’s Objectives
The City of Sydney’s objectives of the draft DCP 2015 were
outlined as follows:
— High quality public domain, streetscapes and buildings.
— Reflect character of City’s precincts.
— Provide a major income source for the CoS through the use
of street furniture advertising.
— Amenity and safety.
— Contribute to the placement and upkeep of major public
infrastructure.
— Improvements to advertising structures.
— Directly support a range of cultural events and institutions in
Sydney, including: Sydney Opera House, Art Gallery of NSW,
Museum of Contemporary Art and Sydney Biennale.
— Support other charities and not-for-profit organisations,
including: the Cancer Council NSW, Oxfam Australia, WWF
Australia, the Guide Dog Association of NSW/ACT, and others.
The OMA remains a strong advocate in supporting the ongoing
and sustainable delivery of benefits to the wider community as
described above. The OMA has strong community support.
Refer to Appendix E: Letters of support for OMA Submission
2.1 Proposed Changes to the DCP
The draft DCP 2015 includes:
— Rewritten Section 3.16 Signage and Advertising.
— Introduction of Schedule 9 Electronic Variable Content
Advertising Structures.
— Pedestrian experience of streets and places.
— Opportunities for innovation and creativity.9
2.3 OMA’s Objectives
The OMA welcomes amendment of City of Sydney’s policy
framework and supports the establishment of planning controls
that promote high quality signage and advertising, particularly
in the context of new and emerging technologies. As an industry
representative, the OMA seeks to ensure that the regulation
of Outdoor signage and advertising appropriately results
in outcomes that make a positive contribution to the urban
landscape, the public realm and the experience of the audience.
However, the OMA believes that allowing sufficient flexibility to
promote creativity and innovation is essential to enabling and
promoting design excellence. The OMA submits that the positive
contributions of the industry invite a flexible and merit–based
DCP. The OMA invites Council to work together with the industry
to positively guide signage that reflects and enhances Sydney
now and into the future.
Current Sydney signage and outdoor advertising is viewed
as high quality (42%) … Creates vibrancy in the city (40%),
is creative (38%) and enhances the city’s character (37%).
However, almost half (49%) feel that Sydney outdoor
advertising needs modernising.
CITY OF SYDNEY OUTDOOR COMMUNICATION REPORT – JULY 2014
8
An ‘electronic variable content advertising structure’ is defined in the glossary
as a ‘large format advertising structure that has digital, LCD, LED, plasma or other electronic display area capable of displaying variable content’. This section refers
to digital signs with the ability to automatically change from one static message
to another at regular intervals.
9
Cleaning includes the removal of graffiti.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
7
BACKGROUND (continued)
2.4 Impact of the Proposed DCP
The OMA has undertaken a detailed review of the draft DCP
2015, and finds that the proposed development controls are
inconsistent with higher planning instruments and policies
such as the State Environment Planning Policy – Signs and
Advertisements (SEPP 64) which encourages flexibility
to ensure merit-based assessments, the Sydney Local
Environmental Plan 2012 (SLEP 2012) regarding the zoning
of ‘signage precincts’, and the City of Sydney Act (CoS
Act) and Environmental Planning and Assessment Act 1979
(NSW) (EPA Act) regarding development contributions. The
controls also conflict with the NSW draft Transport Corridor
Outdoor Advertising and Signage Guidelines regarding digital
advertising, which were developed by Roads and Maritime
Services (RMS) to protect the safety of drivers and pedestrians
in NSW – a number of these road safety provisions are applied
across Queensland, Victoria and Western Australia.
Many of the provisions are overly complicated and outside the
scope of a DCP, the purpose of which is to ‘provide guidance
on development’ and ‘facilitate development’ 10. In addition, the
controls will not achieve best practice in terms of visual amenity
and do not adequately respond to emerging technology and
industry aspirations, nor do they incorporate flexibility to
respond as streetscapes and precincts change.
Digital advertising makes up 21% of total OOH advertising
revenue and this will continue to grow.13 In its current form the
DCP will detract from the ability for sign owners, landlords and
businesses to maintain economically viable and sustainable
business operations. By limiting the advertising spaces available,
many integral community members will be affected including
local businesses, tourism operators and charities.
The proposed DCP is predicated on a base assumption that
electronic signs have are a more negative visual impact than
static. In fact, digital signage can be more visually discrete
than static signage as it adapts to ambient light levels. It is also
more economically viable to make digital screens available for
community messaging due to the incorporated changeability
of the medium. In effect, one sign can take on the role of many
in less space.
Therefore the proposed DCP 2015 cannot be supported by the
OMA in its current form.
Sustainable Sydney 2030 aims to further enhance the City
of Sydney as ‘globally competitive, innovative, vibrant, lively,
engaging, cultural and creative’. This DCP could result in
outdated and unchanging signage out of touch with Sydney’s
status as a modern and vibrant city.
The proposed guidelines will also hurt the OOH advertising
economy. The multiple reports required in order to upgrade an
existing static sign to electronic would cost somewhere in the
vicinity of $50,000–$100,000 and are a disincentive to
any upgrade of existing signage, and having no potential for
new signs means the industry cannot grow. Advertising plays
a fundamental economic role in Australian society, with an
overall spend of $11.6 billion in 201411. Last year the OOH industry
raised revenue of $602 million, making up approximately 5.2%
of advertising spend in Australia.12
10
Environmental Planning and Assessment Act 1979 (NSW).
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
11
Commercial Economic Advisory Service of Australia (CEASA) excluding classifieds
and directories.
12
Commercial Economic Advisory Service of Australia (CEASA) excluding classifieds
and directories.
13
Based on first quarter 2015 revenue figures – Outdoor Media Association.
8
HEADING STYLE
“3D, light, art and digital ads are more likely to give
Sydney a modern, vibrant, feel – however, digital,
temporary ads and wrapping could impact
on residents.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
BACKGROUND (continued)
2.5 The OMA’s Recommended Approach
To this effect, the OMA seeks to encourage the City of Sydney
to modify the DCP to exemplify the following characteristics:
Consistent:
The proposed DCP will establish a different set of guidelines
for Sydney as compared to the rest of NSW and other
major Australian cities. The guidelines are inconsistent with
higher local and NSW state planning policies and statewide
road safety guidelines for billboards developed by the
Roads and Maritime Services (RMS). They do not take into
account the national context of the OOH industry. Nationally
standardised billboard sizing (as defined in the OMA Digital
Guidelines) enables advertisers to develop high quality,
innovative creative that can be delivered broadly, which
increases quality and potential for revenue. Consistency
with higher planning policies and with NSW road safety
guidelines would promote safety and reduce confusion and
administrative burden.
Refer to Appendix C: OMA Digital Advertising Guidelines
Simple:
The draft DCP 2015 is overly complicated. It is in the best
interests of the Council, industry and businesses in Sydney
to have a guideline that can be easily implemented and
enforced.
Flexible and Merit-Based:
The development controls are overly prescriptive. Flexible
and proactive design controls and merit-based criteria
will promote creativity, innovation and design excellence.
In place of prescriptive ‘no signage’ areas, the DCP could
outline merit and performance-based design criteria that
appropriately consider design, context compatibility,
materiality and pedestrian experience.
Fair:
The draft DCP 2015 treats third party billboards in a different
manner to all other forms of signs and advertisements in
Sydney, yet recognises the impact of signage on amenity is
cumulative. The OMA encourages that the DCP apply similar
guidelines to all forms of advertising, and accordingly allow
third party signage:
— The potential for more signs, particularly as new areas
may be absorbed by CoS, rather than blanket controls
prohibiting new signage.
— The same standards regarding dwell-time as are agreed
to by the RMS.
— An appropriate approach to visual assessment reporting
that is less onerous and recognises the context of existing
signs.
Positive:
This DCP treats third party signage as the primary
contributor to visual clutter in the City of Sydney. The OMA
would like to see the economic and societal contributions
of the OOH industry acknowledged. Signage plays an
important part in modern society, particularly in a global city,
in assisting way-finding, contributing to place-making, and
by being a defining feature of the urban landscape.
Evidence-Based:
The proposed DCP 2015 is based on a perception of
signage as visual clutter and uses the precedence of
a single electronic sign in City of Sydney, for which approval
was gained through the Land and Environment Court (on
Darlinghurst Road, Kings Cross). The OMA encourages the
City of Sydney to employ guidelines that take into account
best practice, state government agreed guidelines, and well
researched principles.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
10
ISSUES WITH THE DRAFT DCP 2015
This section identifies specific issues with the draft DCP 2015
that require further consideration by Council. Specific issues
are discussed as follows:
Issue 1 – The proposed development controls include as
a key objective to restrict the establishment of new third party
advertising structures. This is short-sighted, ignoring potential
future changes to desired signage outcomes and to the
boundaries of City of Sydney, will not achieve visual amenity
and is unfair.
Section 3.16 of the draft DCP 2015 proposes to insert the
following new objective (9):
“ to restrict the establishment of new third party advertising
structures”
No sound reasoning has been provided as to why this has
been included as an objective of the draft DCP 2015. This
blanket restriction sets an improper planning precedence of
inflexibility. The SEPP 64 provides assessment criteria that
encourage flexibility to ensure a proper merit based assessment
(rather than blanket prohibitions). Under section 74BA of the
Environmental Planning and Assessment Act 1979 (NSW)
(EPA Act), the purpose of a DCP is to facilitate development
that is permissible under an environmental planning instrument
such as the Sydney Local Environmental Plan 2012 (SLEP). The
language and spirit of objective 9 in the draft DCP 2015 does
not reflect that of a guideline and clearly does not facilitate
development.
The City’s Cultural Plan emphasises the council’s plan to
‘address any systemic or ‘red tape’ barriers that inhibit creative
initiative’ and ‘orient its planning systems to anticipate future
cultural need and plan for infrastructure’.14 This objective instead
introduces red tape, and fails to anticipate future changes to the
City of Sydney.
The establishment of new third party advertising structures
in the form of street furniture owned by the City will not be
restricted under the draft DCP 2015 and in fact all reference to
this type of advertisement has been deleted from the DCP (see
Issue 2). In addition, a similar restriction does not apply to the
establishment of new on-premise advertisements. Therefore
the objective is inequitable in that it proposes to restrict one
form of advertising structure only. If the objective is intended
to protect visual amenity, there is no evidence to say that third
party advertising is of any greater impact than on-premise
advertising.
14
City of Sydney, Creative City – draft Cultural Policy and Action Plan 2014–2024, p25.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
12
ISSUES WITH THE DRAFT DCP 2015 (continued)
The City of Sydney aims to create a high quality public
domain and reduce visual clutter reduce visual clutter
by limiting new advertising structures.
Contrary to the CoS’s position on this matter, the OMA
firmly believes that limiting the development of third party
advertisements does not tackle ‘visual clutter’. Parramatta
Road is a good example, where, between Broadway
and Leichhardt, there are over 2000 on–premise signs
compared to 14 third-party advertisements.
In place of this prohibitive stance on third party advertising,
and seeking to impose blanket restrictions, the OMA believes
it would be more effective for the City of Sydney to focus on
its ‘enabling’ capabilities.15 By reinforcing proactive planning
objectives, the City can work together with industry to achieve
quality signage and advertising outcomes. The OMA suggests
the DCP reinforces the following principles for all advertising
signage:
High quality design: signage that embodies clarity, simplicity
and efficiency.
Responsive to the location and context: signage that is
appropriate to the setting, character and activity of a place,
space or precinct.
Appropriate scale: signage appropriately scaled to its context
or the building on which it is located.
Safety: signage that is sound of construction and does not
create any unnecessary hazards or obstructions for motorists,
pedestrians.
Requested Outcome:
• Delete Objective 9 from the Draft DCP 2015.
• Establish performance-based criteria to guide positive
signage outcomes.
Associated Benefits:
• Potential to introduce new third party signage where
appropriate to enhance or enliven a precinct – allowing
Sydney to be innovative and responsive to change.
• Potential for the City to develop its own signage in
the future.
• The OOH industry can continue to grow, delivering
community and economic benefits.
Issue 2 – The draft DCP 2015 no longer includes clause
3.16.17(2) from the DCP 2012 regarding small format
(street furniture) signage.
Clause 3.16.17(2) has been deleted from the 2012 DCP
“Commercial advertising signs on street furniture, other than
on Council furniture, are not permissible unless undertaken
in accordance with the Footways dining policy”
Clause 4.3.2 of the previous Signage and Advertising Structures
DCP 2005 stated
“Commercial Advertising Signs on street furniture (other than
on furniture provided by or for the City of Sydney) are not
permissible. This does not apply to furniture associated with
outdoor eating areas covered separately by the City of Sydney
Outdoor Café Policy”
While the City of Sydney aims to ensure appropriate visual
amenity across its LGA, the draft DCP 2015 is silent on small
format signage on street furniture, which primarily occurs
within the public realm such as road reserves and public places.
The OMA recognises that such signage is guided by SEPP 64.
However small format signage within the public realm has
a combined impact on the visual amenity of the public realm,
particularly in conjunction with other third party and on-premise
advertising.
15
City of Sydney, Creative City – draft Cultural Policy and Action Plan 2014–2024, p18.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
13
ISSUES WITH THE DRAFT DCP 2015 (continued)
The OOH industry provides and maintains over 7,000 items
of public infrastructure in NSW, such as pedestrian bridges,
bus shelters, kiosks, bins and public toilets. This infrastructure
is valued at $90 million and provides a considerable saving for
Local and State Governments, which would normally need to
fund the provision of these assets. These assets also provide
an income stream to State and Local Governments.
The omission of the clause in respect of street furniture in
the draft DCP 2015 has not been justified by the CoS. The
OMA recommends the 2012 clause be reinserted but with the
following amendment to ensure it accurately reflects that some
street furniture infrastructure is owned by the provider but
provided on behalf of council:
“Commercial Advertising Signs on street furniture (other
than on furniture provided by or for the City of Sydney) are
not permissible unless undertaken in accordance with the
Footways dining policy.”
Signage has an impact on the visual quality of the wider urban
context of the City of Sydney LGA. This impact is collective.
It is unreasonable to omit any reference in the draft DCP to
a particular type of advertising signage, notwithstanding the
Council’s own contractual arrangements.
Specific clauses are dealt with later in this document
(Issue 4 and Issue 5); however, the OMA is concerned
generally with these inclusions for the following reasons:
— The assessment criteria relate not only to elements of signage
that are proposed to be modified, but also to the existing
infrastructure that is intended to remain after the conversion –
the OMA does not accept as fair any provisions that prejudice
existing infrastructure or current approvals nor impose
excessive additional costs and administrative burdens on
owners of third party signage.
— These requirements entail duplication of prior assessment
and approval of infrastructure, resulting in onerous, time
consuming and costly approvals processes for applicants
(estimated to be in the vicinity of $50,000–$100,000) as
well as an administrative burden for the City of Sydney. This
onerous process and excessive cost has potential to adversely
impact on the quality of signage as it will be less commercially
viable for billboard owners to modernise their signage.
— The visual assessment requirements are not applied to
onpremise advertising structures, which results in inequitable
development control between third party signage and
onpremise signage. This places an unfair burden on third
party sign owners that is not justified by CoS.
Requested Outcome:
• Reinstate the following provision: “3.16.17(2) Commercial
advertising signs on street furniture (other than on
furniture provided by or for the City of Sydney) are not
permissible unless undertaken in accordance with the
Footways dining policy.”
Associated Benefits:
• Provide reference to all forms of signage and advertising
within the City of Sydney in the DCP designed to guide
Signs and Advertisements.
Issue 3 – Replacing, modifying or converting an existing
approved advertising structure to an electronic variable
content advertising structure under the draft DCP 2015
requires duplication of visual impact assessment and approval
processes for what is already approved signage infrastructure.
Clause 3.16.7.2(3) and Section 9.1 of Schedule 9 (Electronic
variable content advertising structures) relating to visual impact
assessments propose a number of prescriptive controls which
are not evidence-based.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
Requested Outcome:
• Work together with industry to establish realistic
guidelines in place of Clause 3.16.7.2(3) – reflecting
requested outcomes in Issue 4 and Issue 5.
• Review and simplify assessment criteria outlined in
Schedules 9.1 to reflect existing infrastructure.
Associated Benefits:
• Simplification and removal of duplicity in the planning and
assessment system.
• Allow for modern, vibrant, well-designed signage – paving
the way for a green global connected Sydney.
• Sydney’s old signs modernised in line with public opinion
– Sydney as a world leader in signage.
• Provide a more economical and efficient planning and
assessment process that reduces administrative burden
on both the City of Sydney and applicants.
14
ISSUES WITH THE DRAFT DCP 2015 (continued)
Issue 4 – Imposing a blanket 30% reduction in signage size
when replacing, modifying or converting an electronic
advertising structure limits the ability to replace like for like
in terms of scale and conflicts with national industry standards.
The requirement to reduce the size of signage by 30% is
arbitrary and conflicts with industry standards. The most
common standard electronic billboard size is the ‘supersite’ at
approximately 42m2 and is consistent with the standard static
billboard size. If converting from static to electronic content
a reduction of 30% would inhibit the ability for any standard
‘supersite’ signs to replace existing static signs.
In addition, according to the draft DCP 2015, this same size
reduction applies when replacing or modifying a sign that
has previously been reduced in size by 30%. Considering the
average lifespan for a digital sign is 5–10 years, this clause will
lead to third party signage around the City reducing in size until
it disappears.
Furthermore, this provision fails to recognise the national reach
of the advertising industry and the desire to achieve consistency
between states and local government areas. Advertisers
proposing a national rollout require consistent sizing to minimise
barriers for producing high quality national campaigns.
Signage exists within the city of Sydney which is larger than
the maximum 45m2 proposed in this DCP. Some of this signage
may be well suited to conversion to digital but according to the
draft DCP its redevelopment would be precluded. The OMA
recommends treating signs on there merit rather than applying
this arbitrary maximum.
The requirement for a 30% reduction in size is not evidencebased; it was explained to the OMA that this figure was intended
as a benchmark only and that not every sign would necessitate
this reduction. This is not clear in the language of the draft DCP
2015. In addition, the objective of this measure, architectural
integration, will not be achieved. It is possible to achieve
excellent architectural integration without a prescriptive sizereduction. Take for example the Young and Jackson building in
Melbourne which is approximately 115m2 – the individual context
is key and merit-based assessment will result in integrated, high
quality signage throughout the City.
Requested Outcome:
The OMA requests that in place of the 30% reduction, the draft
DCP 2015 recommends the appropriate consideration of the
merit of each sign and nationally standardised billboard sizing
(as defined in the attached OMA Digital Guidelines).
Associated Benefits:
Refer to Appendix C: OMA Digital Advertising Guidelines
• Consider merit of each sign and nationally standardised
billboard sizing (as defined in the OMA Digital Guidelines).
• Reword Clause 3.16.7.2(3)(a) of the draft DCP 2015 to
state ‘better integrates with the building or structure on
which it is situated’.
• Ensure consistent, high quality creative can be rolled out
across Australia.
• Promote remarkable and innovative architectural
integration for Sydney’s signage.
• Align the DCP with national industry standards.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
16
“We may have more messages but we have
fewer signs… Urban advertising is neater and
more orderly now than ever before.”
STEPHEN BANHAM
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
ISSUES WITH THE DRAFT DCP 2015 (continued)
Issue 5 – The proposed dwell time of 45 seconds for third
party electronic advertising structures contradicts NSW
draft Transport Corridor Outdoor Advertising and Signage
Guidelines, which specify a dwell time of 10 or 25 seconds.
Clause 3.16.7.2(3)(f) requires minimum dwell duration of
45 seconds. This is arbitrary and is not supported by evidence.16
Most state governments in Australia require dwell times of
10 seconds under 80km/h and 25 seconds for 80km/h and
above (NSW, QLD and WA). In Victoria, dwell times range from
full animation to a conservative benchmark of 30 seconds with
merit-based assessment determining individual signs.
The OMA worked closely with Roads and Maritime Services
(RMS) to develop guidelines around digital signage in NSW.
The Transport Corridor Outdoor Advertising and Signage
Guidelines (the Guidelines) complement the provisions of
SEPP 64, providing information regarding design criteria and
road safety considerations for signage. In 2014, the Guidelines
were amended to include provisions regarding digital
advertising structures. The draft Guidelines have been applied in
their draft form (in accordance with advice from NSW Planning
Minister) to give approval for a number of signage applications
in NSW and indication has been given to the OMA that they
will be formally adopted in 2015. They are consistent with dwell
times implemented in Queensland and Western Australia.
Refer to Appendix A & B: Letter from Department of Planning and draft
Transport Corridor Outdoor Advertising and Signage Guidelines.
The Guidelines stipulate the following dwell times in
New South Wales:
— 10 seconds under 80km/h.
— 25 seconds 80km/h and over.
The proposed 45 seconds dwell time does not align with state
guidelines and will cause conflicts and administrative burden in
the assessment and approval process. This will also add barriers
to potential for uniformity in national advertising campaigns.
In addition, these dwell times are at odds with those applied to
on-premise advertising. On-premise advertising, while smaller in
scale, is more prolific in number and is generally at eye level. The
draft DCP proposes full animation or a 10 second dwell time for
on-premise advertising compared to 45 seconds for third party.
If the City considers these dwell times comply with its desired
visual amenity for one form of advertising, the OMA requests
they be consistently applied.
Requested Outcome:
• Amend Section 3.16.7.2(3)(f) to reflect the dwell times
recommended by the Guidelines as follows:
• 10 seconds under 80km/hr.
• 25 seconds over 80km/hr.
Associated Benefits:
• Simplify planning controls and align with well-researched
safety provisions designed by the NSW road safety
authority.
• Achieve clear consistent, state-wide guidelines that are
easy to understand and comply with.
Issue 6 – Illumination requirements outlined in 3.16.7.2(4) and
the light impact assessment 9.2 are overly complex and conflict
with NSW draft Transport Corridor Outdoor Advertising and
Signage Guidelines.
Note: Section 3.16.7.2(3) of the draft DCP 2015 makes reference
to 3.16.7.3(4). This should refer to 3.16.7.2(4), which should be
corrected in the Draft DCP 2015. This section makes reference
to Clause 9.1 where it should refer to Clause 9.2.
The OMA believes that luminance requirements are overly
complicated and prescriptive. They reference, but do not
respond to, the potential for technology to automatically
respond and adjust to changing lighting levels throughout the
day and night.
Static billboards and other signage do not have such rigid
lighting requirements and do not appear to have caused any
unacceptable visual impact. The luminance levels are detailed in
Table 3.9, which is highly complicated, meaning it will be difficult
to implement and enforce. It is also at odds with the luminance
standards outlined in NSW draft Transport Corridor Outdoor
Advertising and Signage Guidelines. The following luminance
standards were adopted by the RMS as they are accepted
as best practice, and are relatively simple to implement and
monitor.
The OMA advocates that dwell times be amended to reflect the
above mentioned Guidelines.
16
T
he New York State Department of Transportation (NYSDOT) has established
a dwell time of eight seconds as the appropriate minimum static time due for the
electronic medium. The NYSDOT studied accident records and found no change
in crash patterns near digital billboards, although, of course, recommended
continued monitoring. Its conclusion was: “Limited data suggests that there is no
change in the crash patterns in the vicinity of the off-premise CEVMS billboards.”
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
18
ISSUES WITH THE DRAFT DCP 2015 (continued)
The OMA recommends that Table 3.9 of the draft DCP 2015 be
replaced with the following luminance standards which form
part of the above mentioned RMS Guidelines:
TABLE 3: Luminance Levels for Digital Advertisements
Luminance Levels
Luminance means the objective brightness of a surface as
measured by a photometer, expressed in candelas per square
metre (cd/m2). Levels differ as digital signs will appear brighter
when light levels in the area are low. Luminance levels should
comply with Australian Standard AS4282 Control of the
Obtrusive Effects of Outdoor Lighting which recommends the
following levels:
conditions in any consent requiring the signage meet certain
standards. If there is a complaint, Council can investigate that
complaint and enforce the conditions of approval.
The OMA also proposes a simplified Section 9.2 ‘Guidelines
for Light Impact Assessment Report’ as some of the modelling
requirements are prohibitively expensive and well beyond those
of the Australian Standards (AS 4282–1997) without adequate
justification. By deleting the text after “Lighting compliance
calculations shall be carried out with the following criteria:”,
Council will still achieve its desired outcome in terms of lighting,
while also lowering the cost of development and relieving
administrative burden on the City of Sydney. This will allow time
and capital to be focused on design innovation.
LIGHTING CONDITION
ZONE 1
ZONES 2/3
ZONE 4
Full Sun on face of
Signage
No limit
Maximum
Output
Maximum
Output
Day Time Luminance
6000 cd/m2
6000 cd/m2
• Correct reference errors in Section 3.16.7.2(3).
Morning and Evening
Twilight and Inclement
Weather
700 cd/m
500 cd/m
• Adopt the OMA’s changes to Section 3.16.7.2(4)(f)
regarding change to the requirement for a light impact
audit to every three years.
Night Time
*350 cd/m2
2
Requested Outcome:
• Replace proposed luminance provisions with RMS
standards provided.
2
• Adopt the OMA’s changes to Section 9.2 Guidelines
for Light Impact Assessment report.
Zone 1 covers areas with generally very high off-street ambient lighting, e.g. display
centres similar to Kings Cross, central city locations.
• Modify 3.16.4(2) from a maximum of 300 to 350 cd/m2.
Zone 2 covers areas with generally high off-street ambient lighting e.g. some major
shopping/commercial centres with a significant number of off-street illuminated
advertising devices and lights.*
Associated Benefits:
Zone 3 covers areas with generally medium off-street ambient lighting e.g. small to
medium shopping/commercial centres.
Zone 4 covers areas with generally low levels of off-street ambient lighting e.g. most
rural areas, many residential areas.
Adopting the above standards for luminance will eliminate
potential for conflicting development controls across relevant
approval authorities such as the RMS, which will establish
a more consistent approach to development control in the City
of Sydney area. To be consistent with these guidelines, 3.16.4(2)
would reflect “maximum night time luminance of any sign is not
to exceed 350 cd/m2”.
• Streamline the DCP with RMS approved standards to
reduce confusion and administrative burden resulting
from conflicting standards.
• Establish consistent development controls that are easy
to understand and comply with.
• Allow time and capital to be focused on design
innovation.
• Address ‘red tape’ barriers that inhibit creative initiative
in line with the City’s Cultural Plan.
The requirement for an annual light impact audit is costly,
onerous and unnecessary considering the industry’s
demonstrated responsiveness to complaints17; the requirement
for ongoing audit impact statements be deleted as these are
costly and an ongoing administrative burden for both the
proponent and Council. Council is better to include approval
17
A
PN Outdoor reduced the luminance levels of the Darlinghurst Road sign of its own
accord to respond to a single complaint about the sign’s brightness. The industry is
highly responsive to public sentiment.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
19
ISSUES WITH THE DRAFT DCP 2015 (continued)
Issue 7 – Clause 3.16.7.2(5) relates to road safety but
contradicts the NSW draft Transport Corridor Outdoor
Advertising and Signage Guidelines. The DCP will best support
road safety by reflecting those provisions developed by the
authority on road safety in NSW, the RMS.
The OMA is particularly concerned with clause 3.16.7.2(5)(d)
which requires a crossfade transition between advertisements
of 0.5 – 1.0 second. This provision has not been justified and is
not evidence-based; in fact it could present a traffic hazard. The
NSW draft Transport Corridor Outdoor Advertising and Signage
Guidelines recommend 0.1 second.
The Land and Environment Court case on Darlinghurst Road
required the same. Unless there is some clear evidence to back
this crossfade requirement, the OMA considers that it would
be safer to adopt 0.1 second. The OMA is committed to driver
safety and commissioned research into driver behaviour in the
presence of digital and static signage. This study found that
there were no significant differences in viewing behaviour and
driver performance between digital and static signage.
Refer to Appendix D: OMA’s Driver Behaviour Research
The OMA submits that clause 3.16.7.2(5)(b) which requires
a distance of at least 400m between advertising structures with
an electronic display is not aligned with the RMS Guideline which
requires a distance of 150m. In addition, the OMA is concerned
that clause 3.16.7.2(5)(g) and (i), prohibiting public safety
instructions and interactive devices, will restrict the potential for
future innovation using technology. In the US digital billboards
are used by the FBI to find missing persons, apprehend criminals
and provide emergency warnings. In Australia billboards have
been used during National Missing Persons Week.
Requested Outcome:
• Review clause 3.16.7.2(5)(d) relating to crossfade and
amend to maximum of 0.1 second.
• Adapt clause 3.16.7.2(5)(b) to require a distance of 150m
between advertising in line with RMS Guideline.
• Review clause 3.16.7.2(5)(i) to allow flexibility for potential
future uses of advertising structures.
Associated Benefits:
• Ensure safety of road users and pedestrians in the City.
• Ensure appropriate visual amenity during transition.
• Facilitate future use of digital billboards to serve the
community.
Issue 8 – Section 3.16.7.2(9) requires the applicant to make
15% of content space available to the CoS free of cost for the
display of community messages and the like. This is unlawful.
The 15% public benefit requirement proposed in the Draft
DCP is unlawful because it constitutes a form of development
contribution to be made solely to the Council and that
contribution is not included in any of the City of Sydney’s (CoS)
section 94 contributions plans. Further, it is not authorised
under section 61 of the City of Sydney Act (CoS Act).
There is no provision in either the CoS Act or the Environmental
Planning and Assessment Act 1979 (NSW)(EPA Act) that
suggests CoS is authorised to obtain development contributions
through a DCP.
This clause would restrict the potential for these community
services to be explored and expanded in the future. The OMA
considers that as long as structures able to send out push
notifications comply with privacy regulations and ensure the
public is able to ‘opt in’, they could potentially be used to great
effect in the future, in line with SMS emergency alert technology
employed by governments internationally and in Australia.
Refer to Appendix E: Letters of Support for the OMA’s Submission
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
20
ISSUES WITH THE DRAFT DCP 2015 (continued)
The EPA Act makes clear that the purpose of a DCP is to provide
guidance on development and to facilitate development.
A DCP cannot lawfully be used to require a developer to make
developer contributions to a Council. Further, there is a strict
regime in the EPA Act for the preparation and content of
section 94 contribution plans. The Draft DCP does not meet
these criteria.
The OMA is supportive of the OOH providing advertising space
free of cost for community use and public benefit. However, it
is important for the City of Sydney and the DCP to recognise
the current community benefits facilitated by the OOH industry,
which includes:
— Donation of around $22 million in 2014 in free advertising
space for charities and not-for-profit organisations, a large
proportion of which is in NSW (representing up to 5% of
OMA members’ advertising space – this equates to more
than 15% of the time of a digital sign). Invariably, donations
from the Outdoor advertising industry enable these
organisations to continue their service to the community – by
increasing community awareness of their services, recruiting
volunteers and soliciting donations from the public. These
outcomes would otherwise be difficult to achieve on those
organisations’ limited marketing budgets.
— Provision and maintenance of infrastructure including bus
stops and public seating, which also provides a major income
source.
— Directly supporting a range of cultural events and institutions
in Sydney, including The Sydney Opera House, The Art Gallery
of NSW, The Museum of Contemporary Art, Sydney Biennale
and the Sydney Festival.
— Delivering energy efficient infrastructure to reduce energy
use and support environmental sustainability.
Refer to Appendix E: Letters of Support for the OMA’s Submission
The OMA is supportive of a system that delivers direct
benefits to the community and recognises the City of Sydney’s
considerable efforts and contributions in promoting and
representing community initiatives. However, the OMA is
concerned that 15% for the City alone could impact the existing
contributions and services that the OOH industry provides to
charitable organisations and initiatives.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
Requested Outcome:
• Modify this provision to allow sufficient flexibility for
public benefit contributions directed towards charitable
purposes and initiatives chosen by the applicant.
Associated Benefits:
• Allow OOH to keep giving $22 million to charities and not
for profits.
• Ensure charities relying on the OOH industry as
a benefactor, continue to maintain appropriate access
to content space and other benefits.
Issue 9 – the DCP includes blanket controls preventing
conversion to electronic signage within certain precincts,
without taking into account the fact that such signage can be
contextually appropriate and can be designed to integrate
appropriately.
Section 3.16.12 of the Draft DCP is overly prescriptive and
prohibits conversion to electronic signage in a number of
precincts including: Millers Point, Circular Quay, Bridge Street,
Wynyard, Town Hall, Martin Place, Macquarie Street and
College Street East.
The OMA does not support the introduction of blanket
prohibitive controls with regard to electronic signage for the
following reasons:
— The underlying rationale for the identification of each precinct
is not justified within the DCP. It would be more appropriate to
promote criteria that respond to a desired precinct character.
— Many areas classed as ‘no conversion to electronic’ are
dynamic, high exposure areas that should be suitable for such
signage to be located.
— Many of the identified areas are within high frequency public
transport areas, which often rely on electronic signage to
provide updates on departure and arrival times to multiple
destinations.
21
ISSUES WITH THE DRAFT DCP 2015 (continued)
The edited signage precincts do not align with the vision
residents and visitors share for different areas. In fact, the
‘Perceptions Research’ conducted by CoS found that people
suggested the following areas as appropriate for more
electronic signage: Town Hall Precinct, Broadway, Railway
Square and Darling Harbour. In addition, the map developed by
the City leaves open for interpretation any signage that exists
along a precinct’s border.
The desired outcomes noted in the City’s cultural policy:
Creativity to be more frequent and visible in the city’s public
domain and its precincts through a critical mass of activity –
large and small scale, temporary and permanent. Initiatives
should amplify and explore the unique characteristics and
histories of each village and reinvigorate urban spaces and
infrastructure with creative imagination’.18 This will be better
achieved through flexible, merit-based guidelines.
Refer Deloitte Access Economics – Public Benefits Snapshot
“Large digital screens are
seen to belong in places
where people can mingle,
get sufficient distance from
the imagery and where they
do not impose on the built
environment.”
CITY OF SYDNEY OUTDOOR COMMUNICATION REPORT
– JULY 2014
18
DELOITTE ACCESS ECONOMICS – PUBLIC BENEFITS
SNAPSHOT
In 2011, Deloitte Access Economics undertook a study
titled, The economic contribution of the outdoor media
industry – 2011 update on behalf of the OMA. The study
sought to measure the direct contribution to economic
activity of the outdoor media industry in 2010.
Sponsorships
The study confirms and quantifies some of key public
benefits facilitated by the OOH industry through
sponsorships, funding infrastructure and environmental
programs. Deloitte advised that in 2010 the outdoor media
industry contributed a total of $13.25 million in charitable
activities across Australia and $5.31 million of this was in
NSW. $12.73 million is provided in free advertising space
across Australia and $5.26 million of this was in NSW.
Funding infrastructure
The OOH industry also makes a large infrastructure
contribution by providing bus shelters, public seating
and rubbish bins, which directly assists local and state
governments in maintenance and overall sustainability of
such infrastructure. In 2010 a total of 17,690 infrastructure
items were provided across Australia with 7,080 of those
in NSW. Deloitte advises that the total replacement cost
of infrastructure provided by the OOH industry in NSW
is in the order of $89.45 million. Operating expenditure
during 2010 was $56.08 million in New South Wales alone.
Environmental
Deloitte also notes that the OOH industry is committed
to delivering on environmental benefits to the community.
2010 survey results indicated that participants employed
a range of environmental initiatives in to ensure sustainable
operation and delivery of signage infrastructure. In
particular, respondents noted the initiative to convert
signage to more energy efficient LED lighting for
advertising panels and posters to reduce energy
consumption.
City of Sydney, Creative City – draft Cultural Policy and Action Plan 2014–2024, p41.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
22
ISSUES WITH THE DRAFT DCP 2015 (continued)
The City of Sydney has acknowledged that electronic
advertising structures with digital screens are widely
embraced by the Outdoor advertising industry
internationally. CoS acknowledged that:
It is understood that the City of Sydney’s key rationale
for limiting or prohibiting electronic signage is to ensure
appropriate visual amenity in identified precincts. The Design
Advisory Panel made the following comment:
• The City of Chicago have established its own networks of
digital electronic advertising structures on public land as
a means of generating revenue.
“Given that signage and in particular the new digital formats
of signage, can dramatically alter the way in which people
experience the city, tight controls need to be in place to provide
the framework for how and where these occur.”
• The City of Philadelphia promotes electronic advertising
structures with digital screens on private land in derelict
urban areas as an incentive to redevelop old building
stock, generate economic activity and deliver public
domain improvements.
And further:
The Panel recommended that in the review of the signage
controls, there should be some overarching principles that
articulate the City’s broader design intent. This could include
the potential positive and negative impacts.
The OMA encourages CoS to look to these international
examples where local government has tapped into the
positive potential for public domain improvements. These
could be reflected in the DCP.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
23
ISSUES WITH THE DRAFT DCP 2015 (continued)
The OMA considers that rather than interpreting the above
comments from the Design Advisory Panel as a need for blanket
prohibitive controls, they be used to guide key performance
criteria to address matters such as:
— Compatibility with streetscape or public realm character.
— Integration with buildings and structural elements.
— Compatibility with scale, location and viewpoints.
— Safety and minimisation of hazards.
These performance criteria will be best achieved through meritbased assessments. This will allow for world-class signage.
Requested Outcome:
• Replace prohibitive controls within the identified
precincts with merit-based criteria.
Associated Benefits:
• Adopting progressive merit based planning practices will
assist in delivering the following outcomes.
• Encourage industry to work with Council to deliver
creative and innovative signage that reflects and
enhances local context and character.
• Enable the OOH industry and Sydney to embrace new
technologies.
• Potential to reduce visual clutter as one dynamic content
sign can perform the role of multiple static installations.
• Enhance the vibrancy and global profile of Sydney as an
international tourist hub.
Issue 10 – the draft DCP is inconsistent with other planning
instruments. This presents a legal issue for City of Sydney
and may lead to future litigation and costs for the City.
The DCP is inconsistent with other planning instruments
which presents a legal issue for CoS and it may lead to future
litigation and costs for CoS and industry through the Land and
Environment Court.
— SEPP 64 provides assessment criteria that encourages
flexibility to ensure a proper merit based assessment
(rather than blanket prohibitions).
— Section 74C(5) of the EPA Act provides that a DCP has
no effect to the extent that it is inconsistent or incompatible
with a provision of an applicable environmental planning
instrument, such as the Sydney Local Environmental Plan
2012 (SLEP).
— The Draft DCP’s proposed prohibition on electronic signage
in Circular Quay, Martin Place, Town Hall, Wynyard, Macquarie
Street and College Street East (Precincts) is inconsistent
with the zoning of those Precincts under the SLEP for the
principal reason that under the SLEP, signage is permitted
with consent.
— Specifically, all of the Precincts, with the exception of Martin
Place, are zoned B8 Metropolitan Centre. Martin Place is
zoned RE1 Public Recreation. Based on the land use tables
of the B8 and RE1 zones of the SLEP, signage, of which
advertising structures is a sub-category, is permissible
with consent.
— The Draft DCP, which seeks to prohibit advertising structures,
cannot be of any effect in the B8 or RE1 zones given that
it is inconsistent with the SLEP which permits advertising
structures in the zones.
The contents of the DCP should be modified to align with these
state planning instruments. It is not in the best interests of
any of the parties involved to have to challenge the principles
of the DCP in the Land and Environment Court. The industry
believes such challenges can be avoided, and significant time
and resources saved, if the DCP is modified in line with these
recommendations.
Requested Outcome:
• Modify the proposed DCP to achieve alignment with
SEPP 64 and SPEP 2012 to remove identified conflicts.
Associated Benefits:
• Reduce potential for legal issues and litigation from
planning and assessment processes resulting from
inconsistencies between relevant planning instruments.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
24
ISSUES WITH THE DRAFT DCP 2015 (continued)
Issue 11 – the draft DCP does not take into account the
economic impacts of limiting signage in City of Sydney
Creative and digital industries are one of the seven key sectors
identified by the Deloitte Access Economics Report, The City
of Sydney Economy in 2030: a foresighting study. By further
limiting the development of third party signage in the DCP,
City of Sydney is acting contrary to its own Economic
Development Strategy which states, ‘The City of Sydney is
charged with a responsibility to engage in long-term strategic
planning on behalf of the local community, workers, visitors
and businesses who occupy the city each day and in doing
so, address economic, social, environmental, cultural, civic
leadership and land use issues in an integrated manner.’
The Strategy notes the importance for CoS to both reduce
regulatory barriers to make it easier and more efficient to do
business and also leading by example to ensure that the City
takes a leadership position in economic development initiatives
through its own operations. Both of these requirements are not
adhered to in the draft DCP.
The current draft DCP would not only impact the industry but
also have an additional impact on local businesses who utilise
Outdoor advertising to promote their business. Currently over
40% of outdoor advertising displayed by OMA members is
utilised by retail, tourism and events, all of which are identified
by the City in the Economic Development Strategy as being
key to economic growth. Further the OOH industry in NSW
employs nearly 500 FTE staff and indirectly employs many more
including, tradespeople, installers and printers.19
The City of Sydney includes the following recognition of the
importance of advertising:
Appropriately designed and located on-premise signage
can be an important factor for economic performance
of businesses. Research undertaken by the University of
Cincinnati in 2012 reported that signage plays an important
role in the overall branding and marketing strategy of
a business, observing that additional and improved
business signage is associated with increased revenues and
profits. The research also found that on-premise signage
indirectly influences the vitality of the local community and
the quality of life of consumers by providing information
about the availability of goods and services. The research
recommends that signage regulations look beyond the
physical design and take into account the impact of signage
on business success, including economic flow-on for the
local community.
19
This applies equally to third party advertisements which
significantly contribute to the City’s retail, tourism and events
sectors. Third party signage also provides information about
the availability of goods and services, and provides strong
economic flow-on for the local community.
Requested Outcome:
• A reviewed DCP which balances economic outcomes with
land use and cultural outcomes.
• Include additional purpose 1(f) “Ensure the City’s planning
controls reflect the City’s cultural, sustainability and
economic policies and guidelines.”
Associated Benefits:
• Reduce regulatory barriers to promote greater efficiency
in operations for businesses.
• Promote more viable and sustainable business operations
within the City of Sydney.
“The City of Sydney Outdoor
Communication Report –
July 2014 identified that
Digital and Animated
Signage was most
appropriate to be located
in Retail Precincts, Tourists
Precincts, Nightspots and
the Central CBD.”
I n 2015, NSW employs 477 FTE based on data from Adshel, APN Outdoor,
JCDecaux and oOh! Media.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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ISSUES WITH THE DRAFT DCP 2015 (continued)
Issue 12 – the draft DCP is misaligned with the Council’s
Cultural Policy
OOH contributes to the culture and vibrancy of Sydney. One of
the four objectives of Sustainable Sydney 2030 for a cultural and
creative city is ‘support the development of creative industries’.
OOH is one such industry. Advertising is part of culture, in
that it ‘reflects, reinforces and shapes our identity’. One of the
foundation principles of the City of Sydney’s Creative City – draft
Cultural Policy and Action Plan 2014–2024 is:
4.9 A culturally rich and vibrant city is inclusive in its scope
and recognises and celebrates the creative imperative in all
its diverse forms. Creative imagination is not only central
to the work of the cultural sector, but can also be evident in
business”. 20
Creative imagination is a prominent part of OOH media – the
industry is committed to producing high quality, innovative
and aesthetically appealing signage. The OMA is hopeful that
City of Sydney will recognise and celebrate the OOH industry’s
potential to contribute to the vibrancy and culture of the city.
The City of Sydney recognises that it ‘has a special leadership
role’. The ubiquitous interweaving of culture and creativity in
the fabric of every aspect of life also means it is sensitive to
government regulations and policy in all areas’21. Flexibility is
required within regulations and policies such as development
control plans, including the draft DCP so as to support cultural
creativity.
Requested Outcome:
• Align the draft DCP 2015 with the City’s Cultural Policy by
recognising the creative imperative of OOH and allowing
flexibility for creativity.
Associated Benefits:
• Enhance the vibrancy and global profile of Sydney as
a creative, innovative and cultural City.
Issue 13 – the DCP does not align with public perception
In 2014, the City of Sydney undertook ‘Perceptions Research’,
surveying Sydney residents, commuters and tourists. This
research is referenced as having “shaped the context for the
signage review and development standards contained in the
DCP.” However, the OMA contends that the findings of the
research do not align with the provisions of the draft DCP 2015.
According this research 46% of people consider that standard
billboards “fit anywhere in Sydney”22. The survey also touched
on Sydney’s place a global, modern city. The survey findings
indicated that:
— Just under 1 in 5 feel that Sydney’s current signage and
outdoor advertising contributes to the modern feel of
the city23.
— Almost half (49%)24, feel that Sydney outdoor advertising
needs modernising.
When asked about digital signage, participants gave the
following responses:
“Really modern”
“It’ll get people off their mobile phones.”
“Would make the city look alive.”
“The New York ones are stunning.”
“Those ones in Times Square were so clever.”
“Better than going past the same poster all the time.
At least it’s changing all the time.”
And while 54% considered the digital signage ‘should only fit
in specific locations in Sydney’, this was primarily due to concern
about driver safety, which may be due to a misconception
that the screens would display full animation. Driver safety is
a key concern for the OOH industry which is why it has worked
with RMS to research and produce guidelines around digital
advertising. The OMA has also undertaken driver behaviour
research which found that there were no significant differences
in viewing behaviour and driver performance between digital
and static signage.
Refer to Appendix D: The OMA’s Driver Behaviour Research
20
22
21
City of Sydney, Creative City – draft Cultural Policy and Action Plan 2014–2024, p18.
City of Sydney, Creative City – draft Cultural Policy and Action Plan 2014–2024, p18.
City of Sydney Outdoor Communication Report – July 2014. Compared to 44% considered billboards “only fit in specific locations in Sydney”, 4% “inappropriate for Sydney” and 5% “don’t know”.
23
City of Sydney Outdoor Communication Report – July 2014.
24
City of Sydney Outdoor Communication Report – July 2014.
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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ISSUES WITH THE DRAFT DCP 2015 (continued)
OMA’s members contribute to Sydney’s status as a vibrant and
energetic modern city. In this regard, people expect to see
advertising and “part of that expectation is the use of modern
exciting signage and advertising that complements the feel
of the city and adds to its energy”. Part of the character of
Sydney is its public domain, certain types of Outdoor sign and
advertising technology can potentially complement the city’s
character.
In 2011, Nielsen conducted a survey on public sentiment
regarding OOH, with respondents demonstrating equally
positive attitude towards signage.
a Community Workshop Event. Despite the numerous methods
of communication available to the public to register objections
to the proposed conversion, no negative submissions were
made to either oOh! Media or the City of Sydney in relation to
the development application. In fact, feedback was positive
and recognised the benefits digital signage could provide the
community.
Refer to Appendix H: oOh! Media Community consultation
In light of these findings, the OMA requests that the City take
note of the positive public sentiment towards OOH and the fact
that people want to see modern signage in Sydney.
Refer to Appendix G: Nielsen Independent Study Results
PUBLIC PERCEPTION OF ADVERTISING – 2011
SNAPSHOT
— In response to a survey undertaken by Nielsen in 2011,
90% of respondents were unaware that the Outdoor
industry provides free or discounted outdoor advertising
for charities and local community groups.
— 57% of respondents said that they felt more positive
about the use of outdoor advertising in local areas
when told that the industry provides discounted or free
advertising space.
— 80% said ‘no’ – they did not know that the outdoor media
industry subsidises the building and maintenance of local
community infrastructure.
— 57% of respondents stated that they felt more positive
about the use of outdoor advertising in local areas when
told that the outdoor industry subsidises the building and
ongoing maintenance of local community infrastructure
that contains outdoor advertising.
— When asked whether the role of outdoor advertising is
positive or negative, 44% were positive about the role of
outdoor advertising and 44% were neutral.
Requested Outcome:
• Align the draft DCP 2015 with positive public perception
of OOH and the desire for modernised signage.
Associated Benefits:
• Align with public appetite for good quality,
attractive,modern signage.
Issue 14 – the DCP does not encourage a “Green, Global,
Connected” Sydney
Sustainable Sydney 2030 aims to further enhance the City
of Sydney as ‘globally competitive, innovative, vibrant, lively,
engaging, cultural and creative’.
Green
The technology of Outdoor advertising is constantly evolving,
bringing with it new opportunities for better achieving public
interest and industry objectives. Static digital message displays
can be more environmentally friendly, avoid occupational health
and safety issues associated with changing screens and help
disseminate emergency or community information. The industry
is committed to working to achieve excellent environmental
outcomes. By making the cost and process of converting to
digital signage excessive, the City lessens the likelihood that
signage will be converted and with it the associated benefits
of less traditional vinyl.
In 2014, oOh! Media conducted a large-scale community
consultation regarding the proposed digital conversion of
an existing sign on Oxford Street, Darlinghurst. As part of
that consultation process, oOh! Media distributed over 850
newsletters within the project notification area, established
a dedicated project website, email address and free call
number, and organised both a Stakeholder Roundtable and
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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ISSUES WITH THE DRAFT DCP 2015 (continued)
“...the purchase of a Nylex Sign tea towel isn’t so much about
liking that specific sign but about making a proud link
between our identity and the cultural memory of an entire
city. This relationship is universal and could be said of the
Coca Cola sign in Sydney’s Kings Cross or the XXXX Sign in
Brisbane. This essential human need for a sense of a ‘real’
geographic location offers an important counter to the
‘placelessness’ of the online world.”
STEPHEN BANHAM
CREATIVITY ON OUR STREETS CONTRIBUTES TO THE CHARACTER OF A CITY.
Global
Digital advertising is part of the makeup of a contemporary
global city. City of Sydney’s research found that 67% of people
‘expect any large city to promote the use of new technology in
advertising’. 25 Technology allows for signage that is vibrant, has
high image quality and is visually interesting, and the industry
is keen to modernise and explore this new technology. To do
this, flexibility is required. Similar Local Governments around
New South Wales, such as North Sydney and Parramatta have
less restrictive advertising controls than those proposed in
the DCP; Cities such as Melbourne and Brisbane are also more
progressive. Comparatively, Sydney City is falling behind.
As noted by the City of Sydney:
“New technology provides opportunities for interesting
and interactive forms of communication that can create an
‘experience’ for those using public spaces. It further connects
Sydney with the global economy and digital age.”26
Connected
A city’s sense of ‘character’ is informed by a myriad of things
– it may be the architecture, the quality of light, the sounds or
even the colour. Some markers of ‘place’ operate on a more
unconscious level – one of these is typography, and more
specifically its most public form, signage. 27
While the DCP contends that signage detracts from amenity
and constitutes ‘visual clutter’, it provides no evidence to back
this claim. The Coca Cola sign in Kings Cross is iconic; it reflects
‘the cultural memory of an entire city’. The same can be said of
the XXXX sign in Brisbane and the Nylex sign in Melbourne. Our
relationships with these signs reflect “essential human need for
a sense of a ‘real’ geographic location (as it) offers an important
counter to the ‘placelessness’ of the online world”. 28 Signage is
one of the things that invites pedestrians to look up from their
handheld device and interact with the city around them.
In comparison to other cities around Australia and the world,
Sydney’s haphazard street networks are a unique part of its
charm and excitement, but at times can present way finding
challenges. Third party signage complements the City of
Sydney’s directional way-finding signage systems to assist
people in navigating intuitively, confidently and enjoyably
through its streets and public places. If adopted in its current
form, the OMA believes that the draft DCP 2015 will hinder the
City’s ability to achieve this strategic direction by imposing
overly prescriptive controls.
Requested Outcome:
• Better align with the City’s objective of being ‘Green,
Global, Connected’.
Associated Benefits:
• Allow signage to enhance the City of Sydney.
25
City of Sydney, Public Perceptions Research, 2014.
28
Stephen Banham – Creativity on our streets contributes to the character of a city.
26
Item 3. Public Exhibition – Draft Sydney Development Control Plan – Signs
and Advertisements 2011, Briefing for Transport, Heritage and Planning
Sub-Committee.
27
Stephen Banham – Creativity on our streets contributes to the character of a city.
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HEADING STYLE
“The city is open to transformation and big
ideas. It harnesses the potential of
new technologies.”
CITY OF SYDNEY’S CREATIVE CITY
DRAFT CULTURAL POLICY AND ACTION PLAN 2014 – 2024
CONCLUSION
Given the OMA’s collaborative working relationship with
CoS, the OMA seeks to work together to fine-tune the draft
DCP 2015 prior to its adoption to ensure that it appropriately
reflects the Council’s vision of a ‘globally competitive,
innovative, vibrant, lively, engaging, cultural and creative’
Sydney.
3. Work with industry to establish more realistic, less onerous
visual impact assessment guidelines in Clause 3.16.7.2(3)
and simplify assessment criteria outlined in Schedule 9.1 to
reflect that these are existing structures being modified.
The OMA is confident that a mutually acceptable DCP can be
achieved that will also enable the OOH industry to achieve
excellent outcomes while facilitating a viable business
environment where business can continue to thrive. The OMA
strongly believes that by making the following recommended
changes, the OOH industry will remain confident in its role in
enhancing, not detracting from, the visual amenity of Sydney’s
streetscapes.
— Simplification and removal of duplicity in the planning and
assessment system.
This will result in the following benefits:
— Allow for modern, vibrant, well-designed signage – paving the
way for a green global connected Sydney.
— Sydney’s old signs modernised in line with public opinion –
Sydney as a world leader in signage.
— Provide a more economical and efficient planning and
assessment process that reduces administrative burden on
both the City of Sydney and applicants.
By making the suggested amendments, the OMA believes that
the City of Sydney will achieve a revised DCP that includes
development controls are consistent with higher planning
instruments and policies as well as reflecting best practice in
terms of safety. Importantly, by shifting its approach to include
a greater reliance on merit based controls, the City of Sydney
will be better able to respond to emerging technology and
industry aspirations, along with enhancing the flexibility to
emerging contexts and circumstances.
4. Delete requirement for a blanket 30% size reduction when
replacing, modifying or converting an electric structure.
In its place provide positive guidance to encourage
architectural integration.
As detailed within this submission, the OMA respectfully
requests that the City of Sydney reconsider the following
aspects of the Draft DCP 2015, prior to its adoption and
implementation.
— Promote remarkable and innovative architectural integration
for Sydney’s signage.
1. Delete objective 9 ‘to restrict the establishment of third party
advertising structures’ from the DCP.
This will result in the following benefits:
— Potential to introduce new third party signage where
appropriate to enhance or enliven a precinct – allowing
Sydney to be innovative and responsive to change.
— Potential for the City to develop its own signage in the future.
— The OOH industry can continue to grow, delivering
community benefits, providing jobs and continuing to
stimulate the economy.
This will result in the following benefits:
— Ensure consistent, high quality creative can be rolled out
across Australia.
— Align the DCP with national industry standards.
5. Delete the requirement of a 45 second dwell time. Instead
align the required dwell time for electronic advertising with
the NSW draft Transport Corridor Advertising and Signage
Guidelines which specify a dwell time of 10 seconds below
80km/h and 25 seconds for 80km/hr and over.
This will result in the following benefits:
— Simplify planning controls and align with well-researched
safety provisions designed by the NSW road safety authority.
— Achieve clear consistent, state-wide guidelines that are easy
to understand and comply with.
2. Reinsert clause regarding street furniture, using the
following text: “Commercial Advertising Signs on street
furniture (other than on furniture provided by or for the
City of Sydney) are not permissible unless undertaken in
accordance with the Footways dining policy.”
This will result in the following benefits:
— Provide reference to all forms of signage and advertising
within the City of Sydney in the DCP designed to guide Signs
and Advertisements.
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CONCLUSION
6. S
implify the luminance requirements by adopting those
used in the NSW draft Transport Corridor Advertising and
Signage Guidelines. Simplify the Guidelines for Light Impact
Assessment report.
odify the language in section 3.16.12 to guide flexible,
9. M
contextual and merit-based assessment of individual
signs rather than forbid signage technology in individual
precincts.
This will result in the following benefits:
This will result in the following benefits:
— Streamline the DCP with RMS approved standards to
reduce confusion and administrative burden resulting from
conflicting standards.
— Adopting progressive merit based planning practices will
assist in delivering the following outcomes.
— Establish consistent development controls that are easy to
understand and comply with.
— Allow time and capital to be focused on design innovation.
— Address ‘red tape’ barriers that inhibit creative initiative in line
with the City’s Cultural Plan.
7. Align Clause 3.16.7.2(5) on Road Safety with NSW draft
Transport Corridor Advertising and Signage Guidelines
particularly by modifying proposed crossfade transition from
0.5–1.0 second to 0.1 second.
This will result in the following benefits:
— Ensure safety of road users and pedestrians in the City.
— Ensure appropriate visual amenity during transition.
— Facilitate future use of digital billboards to serve the
community.
— Encourage industry to work with Council to deliver creative
and innovative signage that reflects and enhances local
context and character.
— Enable the OOH industry and Sydney to embrace new
technologies.
— Potential to reduce visual clutter as one dynamic content
sign can perform the role of multiple static installations.
— Enhance the vibrancy and global profile of Sydney as an
international tourist hub.
10. Align the DCP with SEPP 64 and other planning
instruments. The proposed DCP’s inconsistencies could
present a legal issue for CoS that may lead to future
litigation and costs.
This will result in the following benefits:
— Reduce potential for legal issues and litigation from planning
and assessment processes resulting from inconsistencies
between relevant planning instruments.
8. Amend the clause requiring applicants to provide a blanket
15% of advertising space to City of Sydney to reflect
the purpose of a DCP which is ‘to provide guidance on
development’. A DCP cannot lawfully require a developer
to make developer contributions to a Council.
11. Modify the DCP to better balance economic outcomes with
land use and cultural outcomes.
This will result in the following benefits:
— Reduce regulatory barriers to promote greater efficiency
in operations for businesses.
— Allow OOH to keep giving $22 million to charities and not for
profits.
— Ensure charities relying on the OOH industry, as a benefactor,
continue to maintain appropriate access to content space and
other benefits.
This will result in the following benefits:
— Promote more viable and sustainable business operations
within the City of Sydney.
12. Modify the DCP to better align with the Council’s Creative
City – draft Cultural Policy 2014–2024.
This will result in the following benefits:
— Enhance the vibrancy and global profile of Sydney as
a creative, innovative and cultural City.
13. Align the DCP with the generally positive public perceptions
of advertising.
This will result in the following benefits:
— Align with public appetite for good quality, attractive, modern
signage.
mend the DCP to better encourage a Sydney that is
14. A
‘Green, Global, Connected’.
This will result in the following benefits:
— Allow signage to enhance the City of Sydney.
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LIST OF APPENDICES
Appendix A:
Letter from Department of Planning, NSW noting in-principle
approval of the OMA’s Digital Guidelines
Appendix B:
Draft Transport Corridor Outdoor Advertising Guidelines –
Assessing Development Applications under SEPP 64, NSW
Department of Planning
Appendix C:
OMA Digital Advertising Guidelines
Appendix D:
The OMA’s Driver Behaviour Research
Appendix E:
Letters of Support for the OMA’s Submission
Appendix F:
City of Sydney Public Perceptions Research
Appendix G:
NIELSEN Independent Study Results Summary 2011
Appendix H:
oOh! Media Community Consultation
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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APPENDIX A:
Letter from Department of Planning, NSW noting
in-principle approval of the OMA’s Digital Guidelines
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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APPENDIX B:
Draft Transport Corridor Outdoor Advertising
Guidelines – Assessing Development Applications
under SEPP 64, NSW Department of Planning
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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APPENDIX B:
Draft TRANSPORT
CORRIDOR ADVERTISING
AND SIGNAGE GUIDELINES,
August 2014
Relevant Sections:
2.5.8 Digital Signs (page 25-26):
(d) dwell time
(e) transition time
(f) luminance levels
(l) sign spacing
Table 3: Luminance Levels for Digital Advertisements (page 27)
APPENDIX C:
OMA Digital Advertising Guidelines
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
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January 2015
OMA Digital Guideline
01 INTRODUCTION
The Outdoor Media Association (OMA) is the peak national industry body
representing most of Australia’s Out of Home (OOH) media display companies and
production facilities, as well as some media display asset owners.
OMA members endeavour to develop high quality signage that adds to the vibrancy of
the urban environment. The OMA supports regulation which allows for fair and
reasonable development standards that are appropriate for signage land use and
which acknowledge the introduction of digital technology.
The OMA has developed the following Guideline to develop understanding of digital
technology and its place in OOH advertising in Australia.
02 DEFINITIONS/TERMINIOLOGY
Candela (cd) – a measurement of directional light/intensity from a point source.
Controller – computer or computer-type device used to program and operate
digital displays.
Dwell time – the length of time an advertisement is shown on screen before
changing.
Expected lifetime – Anticipated length of use for an LED. The expected lifetime of
an LED is measured at the point when the sign has degraded to 50 percent of its
original intensity. LEDs have a typical expected life of 50 000 to 100 000 hours (as
specified by the manufacturer).
Intensity – Often called brightness. The LED industry measures display intensity in
candelas per square meter, which is also referred to as nits.
Light Detector, Light Sensor – An electrical component used to detect the
amount or level of ambient light surrounding a display. If dimming has been set to
‘AUTO’, the light detector or sensor adjusts the intensity of the LEDs accordingly.
LED (Light Emitting Diode) – A solid-state component that uses a
semiconductor (a silicon chip or some other type of semiconductor) that emits visible
light when electronic current passes through it. LED illumination is monochromatic,
occurring at a single wavelength, and the output can range from red to blue-violet,
green, amber and white. An LED consists of two elements of processed material
called P-type semiconductors and N-type semiconductors. These two elements are
placed in direct contact, forming a region called the P-N junction. In this respect, the
LED resembles most other diode types, but there are important differences. The LED
also has a transparent package, allowing visible energy (or in some cases infrared
energy) to pass through. The PN-junction of LEDs is larger than that of other diodes,
too, and its shape is tailored to the application.
Loop – The designated media content that runs before the content is repeated. A
loop is comprised of slots.
Luminance – The amount of visible light leaving a point on a surface in a given
direction. This ‘surface’ can be a physical surface or an imaginary plane, and the light
leaving the surface can be due to reflection, transmission and/or emission. The
standard unit of luminance is the candela per square meter (cd/m2). As used in video
applications, luminance is the degree of brightness (black and white portion of the
video signal) at any given point in the video image. A video signal is comprised of
luminance, chrominance (colour information) and synchronisation. If luminance is
high, the picture is bright, and if low, the picture is dark. Changing the chrominance
does not affect the brightness of the picture.
Pixel – The smallest single point of light on a display that can be turned on and off.
For LED displays, a pixel is the smallest block of light emitting devices that can
generate all available colours. For incandescent displays, a pixel is an individual lamp
on the matrix.
Pixel Pitch – The centre-to-centre spacing of pixels in a matrix, expressed in inches
or millimetres. An equivalent inch and mm value should be shown in the same order,
eg 1 inch and 25mm.
Readability Angle – The angle at which the LEDs on a sign can still be seen and/or
read. The readability angle, which is dependent on ambient light and site conditions,
is much larger than the viewing angle. For instance, a 30 degree readability angle
LED sign can easily be read at angles greater than 90 degrees at night. In an instance
where the LEDs are dimmed to less than 50 percent, for example, a viewer would still
be able to see or read the LEDs, hence the greater angle than in viewing angle.
Readability angle is largely subjective and difficult to measure. (See viewing angle)
Transition – A visual effect used on an LED display to change from one message to
another.
Viewing Angle – The area will provide optimum viewing of a display. The angle is
determined by the horizontal and vertical points at which the measured light
intensity is 50 percent of that measured directly in front of the display. Expressed
another way, the maximum viewing angle is defined by the vertical and horizontal
points where the information displayed can no longer be interpreted by the viewer.
(This does not mean that the LED cannot be seen outside the viewing angle. Viewing
angle is an industry-accepted term and used by the LED manufacturers themselves.)
(See readability angle)
Viewing Distance – In general, the distance from a sign that text can be read. For
digital displays, the maximum viewing distance is gauged by the readability of the
entire display. It is generally accepted that for every 50cm of display height, there is a
viewing distance of 20 metres (40:1 ratio). For example, a 2m display could
reasonably be viewed at a distance of 80m. For traditional matrix displays, the
maximum viewing distance is gauged by using the smallest text character (using a
7-pixel-high font). The accepted standard is that displays gain 6m of viewing per
centimetre of character height. For example, using a 7-high font for a 4cm pixel
(character height = 7 pixels x 4cm = 28cm), the viewing distance would be 168m. The
minimum viewing distance is defined as the closest distance at which the colours
from an individual pixel being to blend with the surrounding pixels.
Page 02
03 COMMON SIGNAGE SIZES (MAY VARY)
Spectacular – 19m x 4.5m
Supersite 12.66m x 3.35m
Super 8 – 8.3m x 2.2m
Page 03
Poster 6m x 3m
Landmark – various sizes
Page 04
Portrait – 4.5m x 3m (can also be other sizes depending on locations)
Street Furniture
Page 05
04 DWELL TIME AND ANIMATION
The OMA advocates for a 6-8 second dwell time in all speed zones which is based on
international best practice. There is a range of variance in dwell times across
Australian jurisdictions at this time:
Queensland – 10 seconds under 80km/h and 25 seconds above 80km/h.
NSW – 10 seconds under 80km/h and 25 seconds above 80km/h.
Victoria – ranges from 2 seconds to 45 seconds across a range of speed zones.
Western Australia – 10 seconds under 80km/h and 25 seconds above 80km/h.
The OMA does not advocate at this time for animation on digital signage facing the
roadway.
05 LUMINANCE
The OMA has developed the following best practice guidance for luminance levels in
conjunction with an expert, which are appropriate for different areas and times:
Lighting
Condition
Zone 1
Zone 2
Zone 3
Full Sun on Face of Maximum Output
Signage
Maximum Output
Maximum Output
Day Time
Luminance
6000-7000 cd/m2
6000-7000 cd/m2
Day Time
1000 cd/m2
Luminance
Morning and
Evening and
Twilight and
Inclement Weather
700 cd/m2
600 cd/m2
Night Time
350 cd/m2
300 cd/m2
6000-7000 cd/m2
500 cd/m2
Zone 1 covers areas with generally very high off-street ambient lighting, e.g. display
centres, central city locations.
Zone 2 covers areas with generally high to medium off-street ambient lighting.
Zone 3 covers areas with generally low levels of off-street ambient lighting e.g. most
rural areas, many residential areas.
06 COMMUNITY BENEFIT CONTRIBUTION
OMA members support the provision of an appropriate public benefit when
developing signage. However, it is important to note that this benefit must not result
in the sign no longer being commercially viable.
There is no set community benefit contribution, however it can range from
developing and building a pedestrian bridge, through to the provision of bus shelters
and bins. With the introduction of digital technology some OMA members are also
Page 06
providing in kind media for local charities and events as part of this public benefit
contribution.
07 PUBLIC CONCERN
OMA members will work with members of the community to alleviate any concerns
in relation to new digital signage, particularly in relation to luminance levels.
08 CONTENT
Content on digital technology is subject to the same self-regulatory system as all OOH
advertising. All OMA members only post content that complies with the Australian
Association of National Advertisers (AANA) Code of Ethics and abide by all decisions
made by the Advertising Standards Board (ASB). In practice this means that digital
technology cannot be used to run content that would not normally be used in OOH
advertising.
In particular OMA members ensure digital advertisements do not include:
•
•
•
•
•
images which may be considered discriminatory on any grounds, including on
account of race, ethnicity, nationality, sex, age, sexual preference, religion,
disability or political belief.
violence which is not justified in the context of the advertisement or may not
be suitable for a broad audience. For example, guns cannot be pointed at the
viewer or any characters in the advertisement.
images which do not treat sex, sexuality and nudity with sensitivity to a broad
audience.
any use of strong or obscene language which is inappropriate for a broad
audience.
images which may contravene prevailing community standards about health
and safety. For example, images cannot show drug use or smoking/tobacco.
Additionally, OMA members also abide by the OMA Code of Ethics and Content
Review Policy.
Page 07
APPENDIX D:
The OMA’s Driver Behaviour Research
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
37
April 2015
OMA Driver Behaviour Study
01 INTRODUCTION
Following feedback from various road authorities around Australia the OMA undertook this
project to develop Australian research about driver behaviour in the presence of signage. The
project was initially designed around static billboards only, and was moved to Queensland in order
to include digital billboards.
02 METHODOLOGY
The OMA worked with the research company eyetracker on this project, and used both eyetracking
technology and vbox technology in order to measure both what the driver was looking at as well as
what the car was doing.
The study followed a route through Brisbane in primarily 50-70km/h roads, with a mixture of light
and heavy signage density.
29 participants took part in the study, aged between 25-54 years. All had a valid Queensland
drivers licence with minimum 5 years driving experience and normal or corrected eyesight. The
participants were naïve to the purpose of the study and were unfamiliar with the route. There was
also a facilitator in the car with the participants.
On premise signage was used as the baseline measurement for the study. The analysis was
undertaken by two naïve encoders and was conducted to meet academic standards.
03 RESULTS
The topline results are as follows:
•
There was no difference in the on roads viewing behaviour in the presence of third party
and on-premise signage.
•
There was no significant difference in the fixation duration between third party and onpremise signage.
•
There was no significant difference in the fixation durations on digital and static signage.
•
There was evidence that drivers will look for longer at signage in road conditions that
required less attentional demands – for example while the vehicle was stationary.
•
There was no difference in average headway, however we did see a statistical difference in
lane deviation, which is unlikely to have practical implications.
04 CONCLUSION
The OMA is currently finalising the results of this study in a peer reviewed article which will be
released mid-year 2015. For further information please contact OMA Senior Policy Adviser, Tess
Phillips, on 02 9357 9922 or [email protected].
APPENDIX E:
Letters of Support for the OMA’s Submission
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
38
APPENDIX E:
Letters of Support for the
OMA’s Submission
Simone Brandon, Director of Policy and Regulatory, Australian Association of National
Advertisers (AANA)
Julie Flynn, Chief Executive Officer, Free TV Australia
Tony Hayle, Chief Executive Officer, The Communications Council
Fiona Jolly, Chief Executive Officer, Advertising Standards Bureau (ASB)
Adam Trevena, Director Development, QMS
From: Simone Brandon
Sent: Wednesday, 29 April 2015 11:00 AM
To: '[email protected]'
Cc: Marit Andersen
Subject: City of Sydney’s draft Development Control Plan – Signs and Advertisements 2015
Dear Mr Pechey
Australian Association of National Advertisers (AANA) would like to take this opportunity to support the Outdoor
Media Association (OMA) Submission in response to the City of Sydney’s draft Development Control Plan – Signs and
Advertisements 2015.
As you may be aware, the AANA is the peak industry body for brand owners and has represented national advertisers
for over 85 years. It also represents the common interests and obligations of companies across all business sectors
involved in the advertising, marketing and media industries. Australia’s system of advertising self-regulation under the
AANA Codes is recognised internationally, providing a technology neutral self-regulatory regime which applies to
outdoor advertising, including digital media.
Advertising plays a fundamental role in Australian society, with Australian marketing & advertising industry
contributing $7.2 billion a year in revenue to the economy and employing 183,270 people throughout its industries.
[Valuing Australia's Creative Industries, Creative Industries Innovation Centre December 2013]
We agree with the OMA that the Draft DCP in its current form would cause considerable unnecessary administration
and make it extremely difficult to upgrade existing infrastructure. As such, the City of Sydney and the community will
not benefit from the improved amenity or increased revenue that modernising these sites would bring.
The OMA’s submission details a number of requested amendments to the DCP so that applications for electronic
signage are considered for their merit. It is our hope that the City of Sydney will work together with the OMA and the
industry to implement guidelines that are future-focused, and will inspire signage in Sydney that reflects the city’s
vibrant global status.
Yours sincerely
Simone Brandon
Director of Policy & Regulatory
Simone Brandon
Director of Policy and Regulatory
Australian Association of National Advertisers
P +61 2 9221 8088 F +61 2 9221 8077
W www.aana.com.au Suite 301, 100 William Street, Sydney NSW 2011
This email message is intended only for the addressee(s) and contains information which may be confidential. If you are not the intended recipient please do not
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email completely and immediately from your system. If this email has not been sent in error but you would rather not receive further communications and updates
from us, please reply to this email with PLEASE REMOVE ME in the Subject line.
30 April 2015
Mr Benjamin Pechey
Senior Specialist Planner
City of Sydney
GPO Box 1591
Sydney NSW 2001
Dear Mr Pechey
The Communications Council would like to take this opportunity to support the
Outdoor Media Association (OMA) Submission in response to the City of
Sydney’s draft Development Control Plan – Signs and Advertisements 2015.
The Communications Council is Australia’s peak industry body representing marketing
communications agencies to government, media and the public. We promote the value
of marketing communications agencies and help grow member businesses through the
provision of professional development services, advocacy and support.
We represent more than 170 agencies which collectively employ more than 5000
individuals. Outdoor media plays a significant role in enabling our members to connect
client businesses, organisations and charities with the public. Digital platforms,
including outdoor digital signage, have become increasingly important for creative
agencies in enabling them to develop new and innovative advertising creative for clients
and the public.
Sydney is a vibrant, modern and energetic city. Creative and contemporary Outdoor
advertising adds excitement to the city, showcasing art, creativity and humour. Outdoor
advertising also delivers useful information to consumers and the public.
Given the nature of digital advertising, we fully support the need to review current
guidelines to ensure they remain contemporary and are practical in their
implementation.
Our concern is that in its current form the Draft DCP is too general which would make
administration difficult and jeopardise the upgrading of existing infrastructure. As such,
the City of Sydney and the community will not benefit from the improved amenity or
increased revenue that modernising these sites would bring.
Digital advertising is part of the makeup of a contemporary global city. The draft
guidelines should equally balance the positive outcomes of digital outdoor advertising
with sensible analysis of any potential downsides such as motorist safety. We believe
that the draft DCP is not adequately flexible to respond to emerging technologies and
will therefore leave Sydney behind the other cosmopolitan cities in Australia and around
the world.
The Communications Council supports the OMA’s submission which details a number
of requested amendments to the DCP so that applications for electronic signage are
considered for their merit. It is our hope that the City of Sydney will work together with
the OMA and the industry to implement guidelines that are future-focused, and will
inspire signage in Sydney that reflects the city’s vibrant global status.
Yours sincerely
Tony Hale
CEO of The Communications Council
Mr Benjamin Pechey
Senior Specialist Planner
City of Sydney
GPO Box 1591
Sydney NSW 2001
Dear Mr Pechey
The Advertising Standards Bureau (ASB) would like to take this opportunity to support the
Outdoor Media Association (OMA) Submission in response to the City of Sydney’s draft
Development Control Plan – Signs and Advertisements 2015.
I understand that the draft Development Control Plan proposes greater restrictions on outdoor
advertising within the City of Sydney. We would be concerned if the draft plan proposes such an
approach due to concerns about the content of outdoor advertising. We assure you that the
content of outdoor advertising is effectively and efficiently controlled by the advertising selfregulation system. The self-regulation system is a mature and robust framework that exists to
ensure that the content of all advertising and marketing communications, across all media
including outdoor, is within prevailing community standards.
The ASB is the complaint adjudication body within the national system of advertising selfregulation. The ASB receives complaints from the community about the content of all advertising
and marketing communications across all media, with the Advertising Standards Board being the
decision making body. The Board considers complaints about the content of advertising against
the provisions of the AANA Code of Ethics as well as other advertiser codes.
The self-regulation system works to ensure that advertising is honest, decent and in line with
community standards and the system operates on the principles of transparency, effectiveness
and robust decision making. The Outdoor Media Association is a key stakeholder within the selfregulation system. The OMA actively promotes awareness of the advertiser codes to its members
and those members have proven to be responsive to, and supportive of, decisions made by the
Advertising Standards Board.
Encl - ASB Fact Sheet
-2If you would like to discuss how the self-regulation system effectively controls outdoor advertising
content and the work of the ASB in collaboration with the outdoor media industry, please do not
hesitate to contact me on 02 6173 1501 or [email protected].
Yours sincerely
Fiona Jolly
Chief Executive Officer
30 April 2015
The Advertising Standards Bureau
The Advertising Standards Bureau (ASB) administers Australia's national system of advertising
self-regulation through the Advertising Standards Board and the Advertising Claims Board. The system
meets world best practice in self-regulation. It operates at no cost to the consumer, is independent from both
industry and lobby groups, and is based on principles of accessibility, transparency, responsiveness and
robust decision making.
Our vision and mission
To be the pre-eminent adjudicative authority for advertising and marketing communication complaints
against industry codes of practice.
Our mission is to administer a well-respected, effective and independent advertising complaints resolution
service, regulating advertising standards in Australia, adjudicating both public and competitor complaints
and ensuring compliance with relevant Codes and Initiatives.
Our purpose
 To efficiently manage and promote the complaints adjudication component of the advertising
self-regulation system in Australia.
 To ensure the community, industry and government is confident in and respects the advertising
self-regulatory system.
 To ensure the general standards of advertising are in line with community values.
Who funds the self-regulation system?
An initiative of the Australian Association of National Advertisers (AANA), the ASB and its Boards are
funded by the advertising industry through a voluntary levy system. The self-regulation system recognises
that advertisers share a common interest in promoting consumer confidence in and respect for general
standards of advertising.
Responsible advertisers assist in maintaining the self-regulation system’s viability and support its
administration by agreeing to a levy being applied to their advertising spend. Since the establishment of the
advertising self-regulation system in Australia, the levy was set at 0.035 per cent, just $3.50 per $10,000 of
gross media expenditure, in 2014 this rose to 0.05 per cent, just $5.00 per $10,000.
The Advertising Standards Board
The centerpiece of the self-regulation system is the Advertising Standards Board. The Board includes 20
people from a broad range of age groups and backgrounds and is gender balanced – representative of the
diversity of Australian society. Individual Board members do not represent any particular interest group and
are individually and collectively clearly independent of the industry.
The Board discharges its responsibilities with fairness, impartiality and with a keen sense of prevailing
community values in its broadest sense. Its task is often a difficult one and the outcomes of its determinations
will not and cannot please everyone. On the rare occasion an individual member has a connection with a
party concerned in a particular determination, that Board member absents herself or himself from the
meeting.
Information about the ASB, the Codes it administers and the work of the Boards is at www.adstandards.com.au.
Independent Reviewers
As part of its ongoing commitment to international best practice in delivering the advertising self-regulation
system in Australia, the ASB introduced a review process for Advertising Standards Board decisions in
April 2008. The Independent Review process provides the community and advertisers a channel through
which they can appeal decisions made by the Advertising Standards Board. The review process is available
to the advertiser and the person who originally made a complaint.
The Advertising Claims Board
The Advertising Claims Board provides a competitive complaint resolution service. It is designed to
determine complaints involving issues of truth, accuracy and legality of advertising on a user pays cost
recovery basis. Service is provided through a register of lawyers.
Resources available
The ASB conducts regular research into the views of the community and how the Board’s determinations
match those views. This research can assist advertisers when they are creating or deciding on new
advertisements.
The ASB also publishes a case report about each case considered by the Board. By reviewing case reports
and searching on some key issues, advertisers and creative agencies can easily access a library of precedents.
Determination summaries are also available. These provide details of Board determinations in relation to
particular sections of the AANA Code of Ethics.
Codes administered
The ASB administers the:
 AANA Advertiser Code of Ethics
 AANA Code for Advertising and Marketing Communications to Children
 AANA Environmental Claims in Advertising and Marketing Code
 AANA Food and Beverages Advertising and Marketing Communications Code
 AFGC Responsible Children’s Marketing Initiative and AFGC Quick Service Restaurant Initiative for
Responsible Advertising and Marketing to Children
 FCAI Voluntary Code of Practice for Motor Vehicle Advertising
Complaints
Complaints are considered about the content of advertising and marketing communications in relation to the
use of language, the discriminatory portrayal of people, concern for children, portrayals of violence, sex,
sexuality and nudity, health and safety, marketing of food and beverages, marketing to children, and alcohol
advertising.
In 2014
Number of complaints received
Number of cases
Number of ads upheld by the Board
5735
545
62
Further analysis and prior year statistics are provided in the Review of Operations on the ASB website.
Information about the ASB, the Codes it administers and the work of the Boards is at www.adstandards.com.au.
APPENDIX F:
City of Sydney Public Perceptions Research
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
39
Signage and Outdoor
Advertising in Sydney
QUALITATIVE & QUANTITATIVE RESEARCH
REPORT
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One of the City of Sydney’s planning functions is
the regulation of signage and outdoor advertising
in the public domain…
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Research Aims and Objectives
Research Aim
Research Objectives
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project was to…
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Distractions from City Sights and Road Safety were the Most Important
Environment Considerations amongst Sydney Residents and Commuters
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out.”
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distracting.”
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Summary of Research Findings
Sydney lends
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APPENDIX G:
NIELSEN Independent Study Results Summary 2011
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
40
23 June 2011
Linda Black
Outdoors Media Association
Suite 504, 80 William Street,
East Sydney NSW 2011
Australia
Dear Linda,
Nielsen Australia has conducted an independent study as follows:
Project Name: Project Outdoors
Population covered: Australian residents aged 18-54 years, who have used transport at least 1-2
times a week
Coverage and Sample size:
Location
Sample size achieved
Sydney
260
Wollongong / Newcastle
116
Regional NSW excl.
Wollongong/Newcastle
184
Melbourne
261
Regional VIC
123
Brisbane
161
Regional QLD
187
Adelaide
129
Regional SA
Perth
Regional WA
Total
0
136
0
1557
Sampling method: Panel quota sampling
Interview technique: Online interview
Date of fieldwork: 8 – 20 March, 2011
Margin of error (for total sample of n=1557): ± 2.5% (3%).
The Nielsen Company (Australia) Pty Ltd ACN 008 417 874
11 Talavera Road
Macquarie Park NSW 2113
tel (61-2) 8873 7000 fax (61-2) 8873 7001
www.nielsen.com
The fieldwork was conducted in an unbiased manner, without the intervention of Outdoor Media
Association, and quality control procedures were adhered to strictly.
Questions asked and the results from the research were as follows:
1. Q - Thinking about outdoor advertising, what do you like about outdoor advertising? (n=1557)
The top 3 likes mentioned by respondents, from a list of possible things they could like, were:
• Eye catching images - mentioned by 48%;
• Entertaining or humorous– by 42% and,
• Clever/creative ideas - mentioned by 40%
2. Q - Thinking about outdoor advertising, what do you dislike about outdoor advertising?
(n=1557)
The main dislikes mentioned by respondents, from a list of possible things they could dislike
were:
• Can’t read it when driving past – mentioned by 40%
• Distracting – 39%
• Makes landscape look tacky/blocks views – 30%.
• Sexist advertising – 30%
• Annoying / stupid – 30%
3. Q - Please rate how helpful outdoor advertising is with regard to the following statements…
(n= 1557).
The scale employed was a 3-point scale – ‘very helpful’; ‘somewhat helpful’ and
‘not at all helpful’. The proportion who said ‘very helpful’ or ‘somewhat helpful’ for each of the
following statements were:
Statements
% saying
‘very helpful’
% saying
‘somewhat helpful’
Raising awareness of events
51%
42%
Raising awareness of new brands and products
40%
50%
Raising awareness of charity campaigns
39%
49%
Promoting community services
40%
48%
Informing and promoting Government services and
campaigns
Reminding you of brands and products you know of
36%
49%
30%
54%
Showing where to purchase products and services
27%
51%
Providing directions
32%
44%
Helping with product /brand purchase decisions
17%
56%
Advising prices of products and services
23%
48%
4. Q - Do you agree that it is useful to have the website address for products or services
included on the outdoor advertisement? (n=1557)
The scale employed was a 5-point scale – ‘strongly agree’; ‘tend to agree’; ‘neutral’; ‘tend to
disagree’ and ‘strongly disagree’.
The Nielsen Company (Australia) Pty Ltd ACN 008 417 874
11 Talavera Road
Macquarie Park NSW 2113
tel (61-2) 8873 7000 fax (61-2) 8873 7001
www.nielsen.com
•
35% ‘strongly agreed’ and 44% ‘tended to agree’ with – it is useful to have the website
address for products or services included on outdoor advertising.
5. Q - Did you know that the Outdoor industry provides free or discounted outdoor advertising for
charities and local community groups? – Yes or No? (n=1557)
• 90% said ‘no’ – they did not know that the Outdoor industry provides free or discounted
outdoor advertising for charities and local community groups.
6. Q - Knowing that the outdoor industry provides free outdoor advertising for community
groups, does this make you feel more positive or less positive about the use of outdoor
advertising in local areas or does it make no difference? (n=1557)
• 57% of respondents said that they felt more positive about the use of outdoor advertising
in local areas when told that the industry provides discounted or free advertising space.
7. Q - Were you aware that outdoor advertising subsidises the building and ongoing
maintenance of local community infrastructure (ie. bus shelters)? – Yes or No? (n=1557)
• 80% said ‘no’ – they did not know that the outdoor media industry subsidises the
building and maintenance of local community infrastructure.
8. Q - Knowing that the outdoor industry subsidises the building and ongoing maintenance of
local community infrastructure that contains outdoor advertising, does this make you feel
more positive or less positive about the use of outdoor advertising in local areas or does it
make no difference? (n=1557)
• 57% of respondents stated that they felt more positive about the use of outdoor
advertising in local areas when told that the outdoor industry subsidises the building and
ongoing maintenance of local community infrastructure that contains outdoor advertising
9. Q - How do you feel about the amount of outdoor advertising in your city? (n=1372)
The scale employed was a 3-point scale – ‘not enough’; ‘just the right amount’ and ‘too much’.
• 66% mentioned that it was ‘just right’.
• 26% opined that there was too much outdoor advertising in the city
10. Q - Overall, is the role of outdoor advertising in your community very positive or very
negative? (n=1557)
The scale employed was a 10 point scale with 1=very negative; 10=very positive and neutral
being between 5 and 6.
• 44% were positive about the role of outdoor advertising
• 44% were neutral
11. Q - In the past 6 months, have you learned about a local event that you were interested in
attending, from outdoor advertising in particular?- Yes or No (n=1295)
• 32% of respondents stated that they learned about a local event that they were
interested in attending, from outdoor advertising.
The Nielsen Company (Australia) Pty Ltd ACN 008 417 874
11 Talavera Road
Macquarie Park NSW 2113
tel (61-2) 8873 7000 fax (61-2) 8873 7001
www.nielsen.com
12. Q - In the past 6 months, have you been motivated to visit a store or restaurant after seeing
an advertisement for it on outdoor advertising? - Yes or No (n=1374)
• 29% of respondents mentioned that they were motivated to visit a store or restaurant
in the past 6 months, after seeing an advertisement for it on outdoor advertising.
Please note the following key points regarding the use of this research:
• While we have provided the above written confirmation of our research findings, Nielsen does
not endorse any client claim arising from the research.
• Outdoor Media Association may only make use of our name in association with the results it
may reference in its claim. Outdoor Media Association May not state or imply that Nielsen is
the source of the claim itself.
• Any citation to research conducted by Nielsen must include the following: Outdoor Media
Association claim based on researched conducted by Nielsen [date, sample size, population
details]
• Information provided by Nielsen is primarily designed for Outdoor Media Association’s internal
use. We consent to the use of the results referenced in this letter in an advertisement or
public communication on the condition that Outdoor Media Association indemnifies and holds
harmless Nielsen, its officers and directors against all claims, damages, loss or expenses
(including attorneys fees) arising from Outdoor Media Association disclosure of information
related to the survey.
Sincerely
Chris Percy
Managing Director,
Consumer Group, Pacific
The Nielsen Company (Australia) Pty Ltd ACN 008 417 874
11 Talavera Road
Macquarie Park NSW 2113
tel (61-2) 8873 7000 fax (61-2) 8873 7001
www.nielsen.com
APPENDIX H:
oOh! Media Community Consultation
OMA PLANNING SUBMISSION – CITY OF SYDNEY’S DRAFT DCP 2015
41
Outdoor Media Association (OMA)
Suite 504 / Level 5
80 William Street
East Sydney, NSW 2011
T: +61 2 9357 9900
Town Planning and Urban Design
Suite 1.02
8 West Street
North Sydney, NSW 2060
PO Box 1612
North Sydney, NSW 2059
T: +61 2 9925 0444