Hollywood signs: city plans to place even more ads along crowded Sunset Strip.

The Sunset Strip is home to attention-grabbing billboards that seem to take over city blocks, but until now, the advertising has been limited to private property.

No longer. Dozens of ads are coming to municipal light poles under a new partnership intended to raise money for local marketing efforts.

The Sunset Strip Business Association, a non-profit agency created by the city of West Hollywood to improve and promote the fabled roadway, has inked a deal with a British company to mount 240 advertising placards on city light poles along the Strip.

Van Wagner Communications LLC will arrange to place two-faced placards on 120 light poles. It will be the first incursion of advertising on public space along the strip. Todd Steadman, executive director of the association, doesn't expect complaints.

"The Sunset Strip is known for the clubs, the restaurants and the retail experience, and part of that experience is the advertising," Steadman said.

The deal also is a first for Van Wagner, which handles advertising on exterior walls for the Beverly Center, the Grove and the Sunset and Vine shopping complex.