1. Digital Billboards: What we Know Now Presented to ASHTO SCOTE Manchester, New Hampshire Jerry Wachtel, The Veridian Group, Inc. June 16, 2009

2. 6/15/09 2The Veridian Group, Inc. Inattention vs. Distraction A driver may be inattentive for many reasons – daydreaming, lost in thought, drowsiness, etc. A driver may be inattentive for many reasons – daydreaming, lost in thought, drowsiness, etc. Distraction - when a driver is delayed in the recognition of information needed to safely accomplish the driving task, because something within or outside the vehicle draws attention away from driving. Distraction - when a driver is delayed in the recognition of information needed to safely accomplish the driving task, because something within or outside the vehicle draws attention away from driving. It is the presence of a “triggering event” that distinguishes distraction from inattention. It is the presence of a “triggering event” that distinguishes distraction from inattention.

3. 6/15/09 3The Veridian Group, Inc. In short: Inattention is passive Inattention is passive Drivers can be inattentive at any time and without reason Drivers can be inattentive at any time and without reason Distraction is active (although it could be unconscious) Distraction is active (although it could be unconscious) Drivers engage in many distractions – most of which we cannot control Drivers engage in many distractions – most of which we cannot control As an example… As an example…

4. 6/15/09 4The Veridian Group, Inc.

5. 6/15/09 5The Veridian Group, Inc. But roadside advertising as a distractor is something that we can control.

6. 6/15/09 6The Veridian Group, Inc. Why are DBBs Different? The human eye is hard-wired to be drawn to the brightest objects in the scene and to those that display motion, or apparent motion. The human eye is hard-wired to be drawn to the brightest objects in the scene and to those that display motion, or apparent motion. This phenomenon is sometimes called phototaxis or phototropism. This phenomenon is sometimes called phototaxis or phototropism. Recent research (e.g. Theeuwes) shows that this response is both is automatic and unavoidable. Recent research (e.g. Theeuwes) shows that this response is both is automatic and unavoidable. DBBs use both brightness and movement to capture attention. DBBs use both brightness and movement to capture attention.

7. 6/15/09 7The Veridian Group, Inc. This DBB is Shown from a Distance of Six Miles

8. 6/15/09 8The Veridian Group, Inc. How Else do DBBs Differ from Conventional Billboards? Size potential – one sign is 90 x 65 ft; 165 ft high Size potential – one sign is 90 x 65 ft; 165 ft high Compelling photo-realistic/broadcast imagery Compelling photo-realistic/broadcast imagery Intermittency and image change at will Intermittency and image change at will Potential for message sequencing Potential for message sequencing Potential for interactivity with driver Potential for interactivity with driver

9. 6/15/09 9The Veridian Group, Inc. My Biases: I have worked for the industry, including OAAA, NESA, and large outdoor advertising firms such as Lamar and Infinity. I have worked for the industry, including OAAA, NESA, and large outdoor advertising firms such as Lamar and Infinity. I have worked for local governments in developing and defending sign ordinances. I have worked for local governments in developing and defending sign ordinances. I have performed research for Government and industry alike. I have performed research for Government and industry alike.

10. 6/15/09 10The Veridian Group, Inc. My Work Leads to These Conclusions: Billboards have gone from paintings on barns, to print on poster paper, to vinyl sheets, and now to digital displays. Billboards have gone from paintings on barns, to print on poster paper, to vinyl sheets, and now to digital displays. It’s not the technology of the display that should concern us, but the manner in which that display is used It’s not the technology of the display that should concern us, but the manner in which that display is used We’re not concerned because they are digital, but because of their operational characteristics coupled with their location. We’re not concerned because they are digital, but because of their operational characteristics coupled with their location.

11. 6/15/09 11The Veridian Group, Inc. In Other Words: IF a DBB was set to a luminance level appropriate to the ambient environment in which it is viewed, and IF a DBB was set to a luminance level appropriate to the ambient environment in which it is viewed, and IF the DBB message change interval was such that no driver saw more than one such change, and IF the DBB message change interval was such that no driver saw more than one such change, and IF we ensured that location restrictions (e.g. interchange areas, horizontal curves, merges, lane drops, etc.) were truly enforced, IF we ensured that location restrictions (e.g. interchange areas, horizontal curves, merges, lane drops, etc.) were truly enforced, THEN we should not be particularly concerned about safety impacts due to distraction. THEN we should not be particularly concerned about safety impacts due to distraction.

12. 6/15/09 12The Veridian Group, Inc. Recent Research In recent years, independent research studies have been conducted in several countries: In recent years, independent research studies have been conducted in several countries: U.S. U.S. Netherlands Netherlands England England Scotland Scotland South Africa South Africa Australia Australia Brazil Brazil Finland Finland Studies have included: Laboratory Simulation On-road Interviews and focus groups Post-hoc crash analyses

13. 6/15/09 13The Veridian Group, Inc. The Research is Quite Clear The more recent the research, the stronger the findings, and The more recent the research, the stronger the findings, and The stronger the theoretical basis for understanding the nature of the problem The stronger the theoretical basis for understanding the nature of the problem Drivers’ eyes off the road for 1.6 seconds or longer leads to a substantially higher crash rate Drivers’ eyes off the road for 1.6 seconds or longer leads to a substantially higher crash rate DBBs can attract drivers’ eyes for longer than 1.6 seconds, and dramatically longer than for conventional billboards. DBBs can attract drivers’ eyes for longer than 1.6 seconds, and dramatically longer than for conventional billboards.

14. 6/15/09 14The Veridian Group, Inc. Only Two Recent Studies Show No Adverse Safety Impact Tantala and Tantala Tantala and Tantala Virginia Tech Virginia Tech Both sponsored by the outdoor advertising industry Both sponsored by the outdoor advertising industry Both severely criticized in peer review Both severely criticized in peer review Both rejected for presentation or publication by TRB Both rejected for presentation or publication by TRB Ironically, the Virginia Tech human factors study found substantial degradation in eye glance behavior and did not report it. Ironically, the Virginia Tech human factors study found substantial degradation in eye glance behavior and did not report it.

15. 6/15/09 15The Veridian Group, Inc. The Virginia Tech Data on Long Eye Glances – as Reported

16. 6/15/09 16The Veridian Group, Inc. Glances longer than 1.6 sec = 6% of all glances Glances longer than 2.0 sec = 2% of all glances Glances longer than 3.0 sec = 0% of all glances

17. 6/15/09 17The Veridian Group, Inc. Glances longer than 1.6 sec. = 9% of all glances Glances longer than 2.0 sec = 5% of all glances Glances longer than 3.0 sec = 0% of all glances

18. 6/15/09 18The Veridian Group, Inc. Glances of 1.6 sec or longer = 21% of all glances Glances of 2.0 sec or longer = 10% of all glances Glances of 3.0 sec or longer = 2% of all glances

19. 6/15/09 19The Veridian Group, Inc. Glances of 1.6 sec or longer = 13% of all glances Glances of 2.0 sec or longer = 7% of all glances Glances of 3.0 sec or longer = 3% of all glances

20. 6/15/09 20The Veridian Group, Inc. Summary of Unanalyzed VA-Tech Data Glances > 1.6s Glances > 2.0s Glances > 3.0s Baseline (No billboard) 6%2%0% Conventional (Traditional billboard) 9%5%0% Comparison (Digital on premise) 21%10%2% Digital billboard 13%7%3%

21. 6/15/09 21The Veridian Group, Inc. Conclusions – Unreported DBBs and comparison sites (mostly on-premise DBBs) together produced: DBBs and comparison sites (mostly on-premise DBBs) together produced: 2X as many glances > 1.6 seconds as baseline sites and conventional billboards (34% - 15%) 2X as many glances > 1.6 seconds as baseline sites and conventional billboards (34% - 15%) 2.5X as many glances > 2.0 seconds as baseline and conventional sites (17% - 7%) 2.5X as many glances > 2.0 seconds as baseline and conventional sites (17% - 7%) 5% of glances > 3.0 seconds – no such glances were made to baseline or conventional sites. 5% of glances > 3.0 seconds – no such glances were made to baseline or conventional sites. From a pilot study, the authors predicted significantly worse DBB performance at night. From a pilot study, the authors predicted significantly worse DBB performance at night.

22. 6/15/09 22The Veridian Group, Inc. On-Premise Signs: What’s Wrong with This Picture? The Virginia Tech study found, as expected, that on-premise digital signs were as bad as, if not worse than, DBBs The Virginia Tech study found, as expected, that on-premise digital signs were as bad as, if not worse than, DBBs HBA regulates billboards, not on-premise signs HBA regulates billboards, not on-premise signs These are left to local governments, typically through zoning and land use These are left to local governments, typically through zoning and land use But, on premise signs may be: But, on premise signs may be: Bigger Bigger Brighter Brighter Closer to the ROW Closer to the ROW Contain full motion video Contain full motion video At or near interchanges, curves, etc. At or near interchanges, curves, etc. If our concern is driver distraction, isn’t the potential just as high, or higher, for on-premise signs? If our concern is driver distraction, isn’t the potential just as high, or higher, for on-premise signs?

23. 6/15/09 23The Veridian Group, Inc. The World’s Largest Digital Billboard: 90’ x 65’ atop a 165’ Post – Visible for more than 2 Miles Along I-495 in NYC

24. 6/15/09 24The Veridian Group, Inc.

25. 6/15/09 25The Veridian Group, Inc. Advertising Signs on the ROW: What Does the MUTCD Say? Section 1A.01: “Traffic control devices or their supports shall not bear any advertising messages or any other message that is not related to traffic control.” Section 1A.01: “Traffic control devices or their supports shall not bear any advertising messages or any other message that is not related to traffic control.” Section 1A.02, requires that TCDs: “fulfill a need,” “convey a clear, simple meaning,” and “command respect from road users.” Section 1A.02, requires that TCDs: “fulfill a need,” “convey a clear, simple meaning,” and “command respect from road users.” Section 2E.21: “Changeable message signs shall display pertinent traffic operational and guidance information only, not advertising.” Section 2E.21: “Changeable message signs shall display pertinent traffic operational and guidance information only, not advertising.”

26. 6/15/09 26The Veridian Group, Inc. What did Dudek Find? Recent NCHRP study on the use of CMS during non-incident, non-roadwork periods. Recent NCHRP study on the use of CMS during non-incident, non-roadwork periods. States and toll authorities reported pressure to display public service messages, safety campaigns, and advertisements, often against the wishes of safety personnel States and toll authorities reported pressure to display public service messages, safety campaigns, and advertisements, often against the wishes of safety personnel There are excellent guidelines available for design and operation of CMSs – not always followed. There are excellent guidelines available for design and operation of CMSs – not always followed.

27. 6/15/09 27The Veridian Group, Inc. Other Lessons from Dudek Long messages (e.g. telephone numbers, websites, license plate numbers) take too long to read and may cause drivers to slow Long messages (e.g. telephone numbers, websites, license plate numbers) take too long to read and may cause drivers to slow Messages “irrelevant” to traffic safety/flow are strongly opposed by motorists Messages “irrelevant” to traffic safety/flow are strongly opposed by motorists Change blindness can occur if a message has changed from irrelevant to relevant Change blindness can occur if a message has changed from irrelevant to relevant Loss of credibility when CMSs display untimely or irrelevant messages Loss of credibility when CMSs display untimely or irrelevant messages These are the very characteristics of advertising signs. These are the very characteristics of advertising signs.

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32. 6/15/09 32The Veridian Group, Inc. The proposed DBB-CMS location in the opposite direction

33. 6/15/09 33The Veridian Group, Inc. The Next Challenge: DBBs on Vehicles Moving in Traffic New companies offer DBBs to be displayed on trucks in the traffic stream. New companies offer DBBs to be displayed on trucks in the traffic stream. Some use 40’ trailers with huge LED screens displaying full motion video. Some use 40’ trailers with huge LED screens displaying full motion video. Some governmental agencies are using this technology on public buses and trolleys. Some governmental agencies are using this technology on public buses and trolleys. Some jurisdictions have amended their sign codes to prohibit such commercial displays. Some jurisdictions have amended their sign codes to prohibit such commercial displays.

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36. And, Next on the Horizon – Interactive Billboards

37. 6/15/09 37The Veridian Group, Inc. This sign sends a personalized message to the approaching driver

38. 6/15/09 38The Veridian Group, Inc. 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.”

39. 6/15/09 39The Veridian Group, Inc. New Research and Regulatory Activity FHWA has begun its on-road research study. FHWA has begun its on-road research study. It will use an instrumented vehicle and highly sophisticated eye movement recording system It will use an instrumented vehicle and highly sophisticated eye movement recording system Research will be done in two different cities Research will be done in two different cities Data collection should start this fall Data collection should start this fall FHWA has begun an “International Scan” to learn about activities in other countries FHWA has begun an “International Scan” to learn about activities in other countries TRB Digital Signage subcommittee will develop research needs statements for on-premise and on-road DBBs – we hope for AASHTO support TRB Digital Signage subcommittee will develop research needs statements for on-premise and on-road DBBs – we hope for AASHTO support But there is no concerted effort to address interactive DBBs or DBBs on moving vehicles. But there is no concerted effort to address interactive DBBs or DBBs on moving vehicles.

40. 6/15/09 40The Veridian Group, Inc. Driver distraction is an increasing concern – we can’t control all of it…

41. 6/15/09 41The Veridian Group, Inc. But it is within our purview to control some of it…

42. 6/15/09 42The Veridian Group, Inc. Thanks very much for your attention.