Head of planning at Global, Matt Swindles, said:
The upgraded advertisement would be the same size and displayed in the same position. The difference would be that it would use a digital LED screen to show the poster images instead of physical, printed posters.
He added that the brightness of the display would be controlled according to a professional lighting guide and it would only display static images, to avoid distracting traffic. The online application includes a mock-up of what the proposed new LED display might look like during the day.
Advertisements will respect the building or structure on which they are located, and their surroundings and setting in terms of size, location, design, materials, colour, noise, lettering, amount and type of text, illumination and luminance, and will not have a detrimental effect on public safety.