Electronic billboards distracting drivers
This article discusses the negative consequences of billboards, especially those that employ digital technology. Billboards are irrelevant to the task of driving and are typically placed where driving occasions are challenging. An industry study has shown that drivers take their eyes off the road for two seconds or longer twice as often when they are looking at digital advertising . According to a recent study published in the journal Traffic Injury Prevention, digital billboards may be more distracting to drivers than other billboards and signs. Specifically, the study found that electronic billboards divert drivers’ eyes from the road for more than two seconds. Two seconds is significantly longer than drivers typically look at traditional billboards and is long . · So it can not go understated how distracting digital billboards are for some. Moreover, digital billboards make more impressions with individuals, as opposed to static billboards. Two recent studies have concluded that 75% of drivers notice digital billboards while only 51% notice static billboards.
The literature review confirmed that the relationship between digital billboards and driver distraction is very complex and suggested that additional studies are needed to look at the issue in a comprehensive and objective way while taking under consideration local conditions. Distracting Drivers. There was a study conducted in Sweden by researchers at the Swedish National Road and Transport Research Institute in regards to safety research, and they concluded that “drivers looked at digital billboards significantly longer than they did at other signs on the same stretch of road”. Some recent studies have focused on distractions caused by the brightness or the swift, relentless cycling of the digital ads — and on how such factors may have a stronger impact on new drivers and older drivers. The Outdoor Advertising Association of America estimates that there are 6, digital billboards nationwide, up from 6, last summer.
trimming the risk of driver distraction from electronic advertising. See Avenues for Research. OVERVIEW. Outdoor ad spending in the U.S. rose 8 percent in. Driver visual behavior, visual environment, billboards, eye tracking system, commercial electronic variable message signs, CEVMS, visual complexity. Extensive controversy exists surrounding the potential for digital billboards to distract drivers and cause car accidents. A Federal Highway Administration.
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