Oakland seeks millions in revenue from program converting billboards into digital ads

Oakland City Council is poised to vote on June 17 on a proposal to convert traditional billboards into digital advertisements, a move aimed at addressing the city's budget deficit. The initiative could generate an estimated $35 million in revenue, with $2. 3 million allocated for the current budget cycle. City Council Member Noel Gallo stated that the revenue would directly benefit local nonprofits and allow community groups to advertise at no cost. This follows the successful introduction of five digital billboards by Becker Boards earlier this year, primarily visible along freeways.

Peter Gamez, CEO of Visit Oakland, noted that digital advertising has proven effective in increasing event awareness, citing a recent example from the "Black Food and Wine Experience. " Despite the potential financial boost, some residents have voiced concerns about the visual impact of the new billboards and the selection process among competing companies. The outcome of the city council vote will determine if Oakland can leverage this digital advertising initiative to enhance both its budget and community engagement. The proposal represents a significant step in modernizing advertising while supporting local causes.