The City of Ottawa's digital billboard pilot program is coming to an end and some residents say changes the city has made don't go far enough.

Three electric signs installed and operated by Pattison Sign Group have been up in Ottawa since March 2011.

Their electronic surface is 18.5 square metres and they display a series of still advertisements.

Since last spring they have been dimmed three times due to public complaints, making them the darkest in Canada.

The ads now only change every 10 seconds, instead of every six. Shorter messages displaying the time and temperature have also been removed.

Residents unhappy after changes

But some residents still are not happy with the changes.

Keith Davidson lives in the Carlington neighbourhood and said he is upset by the new technology.

"It's such a gorgeous city," said Davidson. "To destroy that beauty by installing bright signs through the city, that's crazy."

Davidson added Vancouver and Victoria decided not to allow them so Ottawa should follow suit.

"It's going to change the feel of the city and it's going to frustrate a lot of people. Who wants to drive through their neighbourhood and be assaulted by signs selling drinks or tickets to shows or whatever?" he said.

The president of Montreal-based Pattison Outdoor, Randy Otto, said the company operates signs in more than 30 cities.

The City of Ottawa will be paid some of its revenues twice per year and also gets one free advertising spot on each billboard's digital loop.

Otto and the city would not say how much the city is paid, citing business concerns.

Public reviews mixed

Francoise Jessop, acting manager of the city's business integration services, said public comments generated by two online surveys and two public consultations have been "mixed".

While some appreciate the modern, sleek design of the billboards, others said they are too bright and distracting.

Jessop said the city has and continues to monitor studies on the possible distraction factor. She said none of the studies available so far have a definitive answer.

The city's final report on the billboard proposal is scheduled to go before council sometime in September. It recommends the city's existing bylaw prohibiting the digital signs be revoked and proposes allowing the signs on private property.

Residents have until Friday to submit their email comments on the proposal.