An appeal to place a huge digital advertising hoard opposite a grade II listed Kenilworth pub has been refused by planning inspectors.

Warwick District Council had dismissed Birmingham-based firm Replyshort Ltd's plan to build a 4.7 metre by 2.4 metres advert opposite the Bear and Ragged Staff on Warwick Road last summer, but an appeal was then lodged against the decision.

Having originally applied to have the advert changing every 10 seconds, the firm said it was prepared to have this reduced to every 20 seconds following comments on highways safety.

Replyshort also said the advert would be "almost invisible", while the council said it would have been "highly out of place" and would cause "a notable degree of visual disruption to neighbouring uses".

But with the council and Replyshort having each presented their case, planning inspector Kim Langford Tejrar dismissed the appeal.

"The advertisement would be disproportionate to the more modest proportions and architectural detailing of the host building and surrounding buildings," her report said.

"The siting of the advertisement would be prominent and in stark contrast to the modest proportions and traditional shopfront advertisements of the surroundings."

It added: "The appellant submits that the advertisement would be 'almost invisible' in its location.

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"I disagree for the reasons given above. In any case, the very nature of advertisements is that they should be conspicuous and gain attention."

(Image by Albert Bridge via geograph.org.uk and James Smith - insert)