New digital billboards are appearing in Santa Monica after nearly 40 years without them. At least two digital displays have recently gone up above the Third Street Promenade, with as many as 16 potentially coming to the city. City officials approved a digital billboard program as part of an effort to generate millions of dollars in annual advertising revenue and help revitalize downtown Santa Monica. The new signs mark a major change for a city that has long restricted digital advertising displays. Officials hope the additional revenue will help address ongoing budget challenges while supporting improvements and economic activity in the downtown area. The billboards are also expected to provide new advertising opportunities for local businesses and larger companies looking to reach visitors and residents. The program comes after years of financial pressure on the city, which has been searching for new sources of revenue. Officials say the goal is to balance the economic benefits of digital advertising with the character of Santa Monica’s downtown.
