Electronic billboards may soon be allowed on I-90

Electronic billboards was a main topic of discussion at a Montana Transportation Commission hearing in Helena on Friday, April 1.

Currently, electronic billboards are prohibited along highways and interstates in Montana. But after a decade of public hearings and multiple proposed regulation changes, proposed rules may allow outdoor advertisers to put up digital billboards along state highways.

This could have an impact on the 42-mile stretch of Interstate 90 in Mineral County from Alberton to St. Regis. The new rule would allow for the signs within a commercial or industrial zone in city limits or urban areas of incorporated and unincorporated cities. With current regulation, some cities in Montana—Billings, Great Falls and Helena—allow them on surface streets or streets that are not controlled by MDT.

At Friday’s meeting, Paul Dennehy, who heads up the Montana office of national outdoor advertising company Lamar Advertising said, “with proper regulation and control electronic bill boards can help small businesses and communities.”

Dennehy first sought similar approval from the state commission in 2006. Instead, the group banned LED billboards on private property along state roadways following opposition during public hearings.

Several outdoor advertising companies have proposed digital billboards since then, but without success. According to reports, Dennehy feels this time there could be a different outcome since advertising companies have been collaborating with the commission and the Montana Department of Transportation to write the current proposal.

“We’ve worked together on the process,” he said. “We’re dealing with a different administration. The present director of the Montana Department of Transportation is open-minded about what we can do.”

Public opposition includes concerns about marring the beauty of Montana’s vistas. While others are concerned about their unsafe distraction for drivers. However, Dennehy said that additional studies sponsored by the National Outdoor Advertising Association found that they did not increase the likelihood of wrecks.

Advocates say that the rule change is necessary because of increased use of LED technology in outdoor advertising. A draft of the rules has been in the works since last year, and the proposed rule notice was approved unanimously by the Montana Transportation Commission in January.

In a March 26, 2015, meeting of the Montana Transportation Commission, Dennehy advocated for digital billboards as a modern equivalent to the traditional poster boards seen today.

“Digital billboards provide a cost-effective means for businesses in Montana to advertise their wares,” Dennehy said. “The only difference is that digital billboards can install ads using a computer versus having a man go up and install the billboards.”

Another advocate for the proposed changes was Ralph Fleck of Yesco Outdoor Media who told the commissioners in the March 2015 meeting that digital signage could lead to fewer billboards.

“With regard to addressing the future proliferation of billboards, rather than building more and more billboards ... one digital billboard can carry six to eight advertisers,” he said.

According to a recent article, in a January 2016 meeting of the Montana Transportation Commission, Jared Johnson, a regional sales manager now with Prismview, formerly called YESCO Electronics, supported a draft of the new rules.

“I think we have an obligation to make sure that the vision of good, clean advertising is protected by that privilege,” he told the commission, according to published minutes. “... We don’t want to interfere with the drive, we want to enhance the experience. That’s our goal.”

Under the proposed rules, the signs would have to stay on an advertisement for a minimum for eight seconds and have a maximum change interval, called a “twirl,” of one second. The rules also control how bright signs can be and require automatic dimming technology.

Signs could not be placed where they might interfere with the visibility of traffic signs or signals, and can’t cause beams of light that could be mistaken for a warning or danger signal, or cause glare or impact the vision of a driver. Billboards must be more than 1,000 feet from on- and off-ramps, interchanges and intersections and the beginning or ending of where pavement widens.

The billboards cannot include any flashing, intermittent or moving lights, or jumping arrows or flashing borders, or anything that stimulates traffic signals. The messages on the signs must be static; words that fade, roll, explode, dissolve, spin, revolve or shake are prohibited. Wording that implies traffic control or emergencies is prohibited.

Existing signs can be modified or upgraded to be electronic if they meet zoning, size, lighting and space requirements. Approval from the department is required including a new sign application and nonrefundable inspection fee. Local or county governments must also approve the signs.

The public comment period for this proposal ended on April 11. The five-member commission could decide as soon as May for their final decision.