THE City of Swan has received a development application seeking approval for a third-party digital advertising sign at Midland Gate Shopping Centre.

The 27sqm display-area sign is planned to be mounted on the existing multi-level car park structure along Great Eastern Highway (GEH) at the corner of the Padbury Terrace intersection.

Static digital advertisements are proposed to be displayed with a minimum display time of 10 seconds per advertisement and no flashing, scrolling or animated content.

The luminance of the sign will be managed through automatic light sensors to adhere to relevant luminance and illumination conditions depending on time of day and/or external light levels required.

The application is being assessed as ‘use not listed’ under local planning scheme 17 as the proposed advertising is not limited to businesses in the shopping centre.

Under the planning scheme, the application is being advertised for public comment on the proposed use and associated third-party digital advertising signage.

According to the development application, the sign will display third party content however it is anticipated that a large proportion of content displayed will likely relate to the vast number of tenants, products and/or services available at Midland Gate and surrounds.

City of Swan residents have raised concerns about the sign’s potential to distract drivers travelling along GEH.

A road safety assessment has been prepared by PTG Consulting to evaluate the proposed sign in accordance with the Main Roads WA (MRWA) policy and application guidelines for digital advertising signs.

The proposed signage is located within 500m of GEH requiring the road safety assessment to address the relevant MRWA criteria.

The assessment determined the location fell within a level one crash risk category, representing a low-complexity road environment with below-average crash history, where digital signage was generally considered appropriate.

According to MRWA policy, level one intersections and road segments is typically found in low-complexity environments with simple driving conditions and below-average crash rates and are generally suitable for the installation of digital signs.

The proposal plans to build the signage into the car park structure and match its scale and design, so it appears part of the building rather than a standalone addition.

City of Swan landowners and occupiers are invited to upload their feedback to Swan Engage by Friday, October 2 with submissions closing at 5pm.