Overview of NCHRP Project 20-7 (256) “Safety Impacts of Emerging Digital Display Technology for Outdoor Advertising Signs” Presented at the 11th Annual NAHBA Conference August 11, 2008 Jerry Wachtel, President The Veridian Group, Inc. Berkeley, California

Problem Statement Distracted driving is a major contributor to highway crashes New technologies permit outdoor advertising displays that are likely to cause driver distraction National concern has been expressed by FHWA, TRB and other organizations, as well as by some States and local governments.

Project Objective Develop guidance for State DOTs and other highway operating agencies re the safety implications of digital display technology for outdoor advertising signs. (This project is in parallel with related work by FHWA. The FHWA project is focused on future research that may lead to possible Federal guidance and regulation, whereas this project is focused on what is already known that might lead to guidance or regulation that can be implemented at the State or local levels).

Project Tasks 1. Literature review of existing guidelines and research results. Prepare a report for peer review. 2. Identify the human factors elements related to the operating characteristics of new digital billboards. 3. Conduct a critique of research performed and published by the outdoor advertising industry. 4. Review the experiences of other countries with new digital billboards. 5. Prepare a draft final report documenting the results, including recommended guidance related to safety. 6. Consider the panel’s comments, and revise and submit a final report.

Project Status Began in February; completion due in October. Task 1 report was submitted and comments have been received from the 8-member panel. Human factors issues are being completed. A review of the two recent industry studies, originally requested by Maryland DOT, is being updated. (See Wednesday presentation). International and domestic guidelines and regulations are being compiled and analyzed.

Task 1 Literature Review Focused on research conducted after the most recent (2001) FHWA report. 70 studies identified and critically reviewed. Identified billboard safety studies in 11 countries Recent research is beginning to yield concerns about driver distraction from sources “outside the vehicle.” Several countries have implemented guidelines and/or regulations for EBBs.

Some Human Factors Issues Bright signs capture attention; can cause glare; can impair conspicuity of traffic signals, brake lights. Signs that appear to flash (by instantaneous changes of color or brightness) capture attention. Signs that communicate a single message over several changes of display or multiple signs can hold attention longer (Ziegarnik effect). Areas of high driver demands (curves, interchanges, decision points, etc.) are inappropriate for EBBs. Experienced drivers equally susceptible to such distraction as inexperienced drivers. Accident studies are likely to be ineffective in studying the safety impacts of EBBs; declaring such signs “safe” because accidents cannot be shown is not appropriate.

Guidelines and Regulations We have identified guidelines and/or regulations from the following countries: Australia (Queensland, Victoria, New South Wales) New Zealand South Africa Brazil

One thing we are learning is about the new billboard technologies coming along.

An Interactive Billboard in Belgium 1. The driver sends an SMS using a code from the sign 2. The billboard sends a return message with a question 3. The driver messages a response to the question 4. A correct answer causes the billboard to act like a pinball machine – the driver is entered into a drawing; a wrong answer causes the billboard to “tilt.”

And one current example