PLANNING GUIDELINES FOR PERMANENT OUTDOOR ADVERTISING IN

ARTERIAL AND COLLECTOR STREET CORRIDORS IN DENPASAR

G. Windu Laskara(1), N.L.P. Eka Pebriyanti (1)

Lecturer in Department of Architecture, Faculty of Engineering, Udayana University

(1)

windulaskara@unud.ac.id.

Introduction Conclusion
Outdoor advertising are a way of promoting to the public and to influence audience with letters The purpose of permanent outdoor advertising planning guideline in Denpasar City is to create
and words, with or without pictures, an information about services, products, lifestyle, dreams and a safe, orderly, aestheic, and effective advertisement to to enhance urban space quality and
values to society. In terms of economics and business, advertising is an important and very support character of Denpasar City.
effective because its direct contact to the audience. In terms of city planning, outdoor advertising
as a signage that forming quality of street corridors. High level of movement on arterial and Table 2. Guidelines Aspects And Criterias
collector roads is an effective place for information dissemination.
Aspects Criterias
Permanent outdoor advertising with attention-grabbing shapes and forms is a physical element
Does not interfere with
that forming image of street corriodrs. Advertiser oftenly override effects of outdoor advertising on
pedestrian and driver
the physical quality of urban space, to be able to convey and spread information to as many
activity.
audiences as possible. Based on the material, there is three tipe of permanent outdoor
Safe / not harmful to the
advertising : 1)electronics advertising, ex. Light Diode Display (LED) / Videotron, light projection, Safety
environment around the
and slideshow. 2)billboards, ex. Pole signs, ground signs, wall-signs, roof-signs. 3)moving
media
advertising ex. Attached billboard on vehicle or motorbike.
Anti-shatter, not flammable,
and strong material selection
Permanent outdoor advertising planning guidelines are needed on arterial and collector road
corridors towards effective implementation of advertising, either maintaining good quality of urban Well-placed, well-organized,
space. Hopely with this guidelines potential advertisement areas are optimally utilized for and comfortable.(not
increasing city income, but also good quality of city space are well maintained. covering each other)
Harmonius with
Research Methods Aesthetics environment, such as size,
This research using mixed-method between qualitative and quantitative methods. The most shape, height, and
fundamental in this study is field evaluation of the implementation of permanent outdoor placement and does not
advertising, to find the characteristics, strength, and problems occurred. A comparative cover/interfere any
process of the results of field studies with theoretical standards was carried out so the gaps interesting objects.
could be formulated as well the strength and problems. Those result will be derived to find Easy to see, to read, even
Effectiveness
principles and planning guidelines that contextual with Denpasar. moving/riding situation.

Results and Discussion
Outdoor space advertising must be able to guarantee the some principles such as, 1) safety,
2) aesthetics, and 3) the effectiveness in term of information delivery. In this research, those
principles will derived to some physical planning elements, such as : 1)land-use; 2)placement;
3)construction; 4) form, dimension and quantity; 5)orientation; 6)lighting; 7)content, and those
aspects will derived into a planning guidelines of permanent outdoor advertising.
Figure 1. Existing permanent outdoor advertising in Jl. Teuku Umar (collector street)
Figure 2. Mapping of Existing Permanent Outdoor Advertising in Denpasar (222 pcs)
This guideline is a rule that applies thoroughly to all typologies, locations, placement and land
use.
Table 2. General Regulation for Permanent Outdoor Advertising Guideline in Denpasar
Elements Guidelines
Define 3 different advertising land-use, 1)white area (without any
advertising), such as government/military zone, green open space
Land-use
(RTH), worship area. 2)yellow area (very selected) such as heritage
area. 3)green area (commercial, residential, and tourism area
Placement Only allowed to be placed on private land (persil) with setback rule
Structure and All structural and construction analysis processes have been
Construction calculated, paying attention to the foundation and all structure.
Simple geometry forms, form of a billboard specifically adjusting land-
use characteristics (ex Conservation / Heritage Area), and using
Form, Dimension,
Balinese decorative ornaments. Shape and size of the billboard are
and Quantity
proportional to the road width, with 15 meters maximum height.
Maximum one (1) permanen outdoor advertising per-persil.
Permitted orientation: 1) Paralel or facing the road; 2) certain angle
Orientation
towards the road, this orientation based on vehicle acceleration.
Lighting Doesn’t flashing, doesn’t dimming, and without ilusion of motion
Thank You NoteHarmonius with land-use, doesn’t break any social and cultural rules
Content
Thank you to those whoand
support the writing
regulation, of the paper
and without any kind of “SARA”

Concluding field study and theoritical aspect, permanent outdoor advertising formulated below,
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