Lidl billboard

Yesterday I noticed them erecting a billboard on the Lidl land adjacent to Vale Road. This morning the poster has gone up. Lidl are renovating and this apologies for any inconvenience. So is this a permanent billboard; will it display various adverts? I mean it's in a prime location given the queue that forms alongside it every morning.

According to the planning 10/0755/Full the answer is no - "This permission does NOT authorise the display of any advertisements on the application site..." except unless "...a separate application for which should be made to the Local Planning Authority in accordance with the Town and Country Planning (Control of Advertisements) Regulations 2007." So maybe in the future.

[Update - given that Lidl have now finished their works and are using the board for advertising I thought a closer look was needed. 10/0755/Full provides no application for a board it is in fact 11/0216/ADVE which was approved. It's a temporary structure that can last only six months from the point that Lidl reopened on the 30th June.]