Arielle Mayer…

Arielle Mayer
Senior Policy Advisor
Ministry of Transportation
Policy and Planning Division
Transportation Planning Branch
Environmental Policy Office (Toronto)
777 Bay Street Suite 3000
Toronto Ontario
M7A 2J8

December 11, 2016

Dear Ms. Mayer,

I am writing, on behalf of Logan Media Corp (LMC), to add my voice to the public policy consultation on Corridor Signing Policy posted on the EBR Registry Number: 012-8680.

LMC supports the review of this policy for several reasons. As with many sectors, technological advancements need to be recognized and considered allowing for growth. In particular, OOH (Out of Home) information will be delivered in many forms based on commuters changing habits allowing cities and extended townships to connect and stay connected based on varying data points. We recommend to the Government of Ontario to continue the journey of connecting all citizens with improved information systems and leading the way on innovation.

New Technology

Digital OOH is present in many other jurisdictions in North America. We recommend to the Government of Ontario to continually analyze and assess new technologies that can benefit the commuter experience.

For example, animation needs closer understanding based on environment. Different lands can and may have different use. Regulation should vary based on case by case, with over all view understanding small & large business needs. Technology at future scale will allow for small business to compete based on needs opposed to commitment needed with static verticals to be effective. As daily or hourly opportunities may all be what is needed to compete bringing a fractional share.

Enforcement

LMC agrees strongly with the Government’s intention to enforce advertising rules and regulations. We recommend that the OOH industry and the Government of Ontario cooperate to enforce regulations and end the practice of asking-for-forgiveness-not-permission.

Safety

Safety is key when it comes to OOH billboards. As an industry and a government we should come together to understand and recognize the opportunities of these unique assets. In 2014, the United States Department of Transport Federal Highway Administration issued a study that concluded:

“The results did not provide evidence indicating that CEVMS (Commercial Electronic Variable Message Signs), as deployed and tested in the two selected cities, were associated with unacceptably long glances away from the road. When dwell times longer than the currently accepted threshold of 2,000 ms [milliseconds] occurred, the road ahead was still in the driver’s field of view. This was the case for both CEVMS and standard billboards.”

Furthermore, some CEVMS with advanced technology would allow law enforcement agencies access to the display screen. For example, these advanced designs would allow the OPP to access the screen remotely and post road condition warnings, AMBER or SILVER alerts or warn of an accident ahead.

Revenues

Regulated corridor signing could provide additional revenues to the Government of Ontario. Furthermore, new OOH technologies can foster and develop ongoing public private partnerships.

Rural Areas

With proper regulation, the Government of Ontario would control rural area signage, very important for environmental considerations. Secondly, rate structures must be considered to benefit local small and medium sized businesses outside urban areas.

Environment and Sustainability and digital signs

Corridor signage must fit meet the environmental goals of the Government of Ontario and its Climate Change Plan. Energy use in the CEVMS must be responsible. Lighting and bulb technology must be kept up to date to the highest energy efficiency levels. Also, developing technology means CEVMS usage can be complimented with alternative energy sources. This needs to be explored and monitored by the industry and the Government of Ontario.

Thoughtful design and positioning should be the mandate with strategic approach based on environment and opportunity.

Logan Media Corp is available to assist the Ministry of Transport if there are further questions or comments.

Thank you for this opportunity to contribute to the discussion about how to make Ontario’s roads safer and more productive for its drivers and residents.

Best regards,

Jason Garnet
President and CEO
Logan Media Corp

[Original Comment ID: 206302]