The advance in LED technology and price drop have made big LED billboards more and more common to be installed along roadside for advertisement purpose. New Swedish study, Effects of electronic billboards on driver distraction,
proves that big electronic billboards indeed would distract drivers and increase road accidents.
The study found that there was a link between electronic advertising billboards along major roads and car crashes. The Swedish Transport Administration recently approved the
installation of 12 electronic billboards for a trial period along a
three-lane motorway with heavy traffic running through central
Stockholm, Sweden, to evaluate the effect of electronic billboards on visual behavior and on driving
performance.
In the study, a total of 41
drivers were recruited to drive an instrumented vehicle passing four of
the electronic billboards during day and night. A driver was
considered visually distracted when looking at a billboard continuously
for more than two seconds, or if the driver looked away from the road
for a high percentage of time. Dependent variables were eye-tracking
measures and driving performance measures.
Data showed that drivers had a significantly
longer dwell time, a greater number of fixations and longer maximum
fixation duration when driving past an electronic billboard compared to
other signs on the same road stretches. No differences were found for
the factors of day and night, and no effect was found for the driving behavior
data.
Electronic
billboards have an effect on gaze behavior by attracting more and
longer glances than regular traffic signs. Yet, more studies are necessary to prove whether electronic
billboards attract too much attention and constitute a traffic safety
hazard.
If the standard billboards companies were able to change the billboard content more than once a month it might have worked better for their customers back then as well. If the digital billboards get banned, advertising companies will just find another way to get attention.
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ReplyDeleteWell it actually depends on the led message boards. Yes it is attractive but as long as the ads is not very distracting to the drivers then I don't think it will cause an accident.
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