Citation

Birdsall M. ITE J. 2008; 78(4): 22-27.

Copyright

(Copyright © 2008, Institute of Transportation Engineers)

DOI

unavailable

PMID

unavailable

Abstract

Commercial electronic variable message signs (CEVMSs), also known as digital billboards, are being praised for their ability to deliver real-time emergency and law-enforcement messages, while being criticized as a potential traffic safety hazard. This article examines the capabilities of digital billboards and signs, the current regulations surrounding their usage, and the debate over their potential effect on traffic safety. CEVMSs can be updated quickly and allow multiple advertisers to use the same billboard on any given day. Several leading outdoor advertising companies have partnered with local government agencies to display time-sensitive information such as Amber Alerts for missing children or advising motorists of emergencies ahead. However, concerns exist about the size and brightness of the digital billboards and the technology's ability to engage a motorist's attention for a longer period of time than a conventional billboard. Although several industry-sponsored studies on the relationship between digital billboards and driver behavior found no negative correlation between the billboards and driver distraction or accident rates, the Federal Highway Administration (FHWA) has recently begun a neutral, two-phase study to determine the potential safety risks of this technology. A recent FHWA memorandum did clarify that digital billboards do not violate existing regulations prohibiting intermittent or moving lights on billboards. Many government and industry stakeholders agree that common standards regarding the size, brightness and image rotation of the digital billboards would be beneficial in assuring the safest possible application of CEVMS technology.


Keywords: Driver distraction;