Hot on the heels of a deal to upgrade advertising boards throughout MFG’s portfolio, outdoor media company Wildstone is partnering with Top 50 Indie Park Garage Group to install digital ad boards across at least three forecourts in the firm’s estate.
Planning applications have been submitted for ‘D48’ digital advertising screens (6m wide by 3m high) at Park’s Ruxley Lane forecourt in Epsom, Surrey; at its Farnborough Way site in Orpington, Bromley; and at the Bourges Boulevard filling station in Peterborough, Cambridgeshire.
Local authorities have yet to decide on Park’s Epsom and Orpington proposals, though the Peterborough project has been given the go-ahead by Peterborough City Council.
Digital advertising screens have been a popular diversification route for forecourt operators in recent years, with Shell and BP also working with Wildstone.
But while the illuminated screens can provide a reliable and passive income stream, local authorities often refuse permission for them, most often due to concerns over the detrimental impact they would have on an area’s character, and the potential for the screens’ glare to distract passing drivers at night.
Nonetheless, planning documents indicate Wildstone has a tried-and tested formula for applying to local authorities for planning permission, meaning much of the legwork can be done on behalf of forecourt operators.
