Purpose and intent. The Borough recognizes that billboards are, by their nature, different in scope and purpose from other types of signage in the Borough. Among other matters, billboards advertise or communicate goods, services or messages not conducted, sold, or generated on the lot where the billboard is located. Billboards are significantly larger in size than other types of signage allowed in the Borough and their principal purpose is to dramatically attract the attention of the traveling public. The potential impact of a billboard on adjacent areas is significantly greater than other types of signage. Recently, more businesses desire to utilize advancements in technology which permit signs to change copy electronically (for example, utilizing pixel imagery), including but not limited to LED, electronics, digital, video or like image technology signs. These newer technologies exacerbate the potential impact of a billboard in terms of adversely dominating the environment in which they operate due to light spillover and light pollution, unless regulated in a reasonable fashion. The intent of this section is to establish size, location and operating standards and regulations for billboards, including addressing those utilizing these newer technologies, in order to minimize the secondary effects that can accompany the unregulated display of these types of signs, preserve the character and repose of adjacent areas (with a principal focus on residential neighborhoods), protect property values in all areas of the Borough, and reduce traffic and similar hazards caused by undue distractions. For purposes of this section, "digital billboard" shall mean a billboard which incorporates, in whole or in part, a digital sign.