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The use of commercial advertising on large scale electronic billboards for highways and their relation to driver safety and driver distraction, literature review.

Filetype[PDF-60.20 KB]


English
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  • Creators:
    Lazarus, Jon M.
  • Corporate Contributors:
    Oregon. Dept. of Transportation. Research Unit
  • Subject/TRT Terms:
  • Resource Type:
    Tech Report
  • Geographical Coverage:
    Oregon
  • Corporate Publisher:
    Oregon. Dept. of Transportation. Research Unit
  • Abstract:
    The potential for driver distraction on highways is a major safety concern for state

    departments of transportation (DOTs). In the current technological climate, drivers have

    the potential to be distracted by cell phones, mp3 players and other media devices. Other

    technology, such as digital billboards, can also potentially disrupt driver concentration.

    Though billboards and other outdoor advertising have been used in the United States for

    over 100 years (Outdoor Advertising Association of America 2006), the advent of high

    quality graphics on digital billboards presents new, unknown variables. Digital billboards

    are extremely bright signs that often display flashing or blinking messages, possibly even

    video and are being produced in sizes that (with enhanced quality) makes them visible

    from longer distances.

    The purpose of this report is to review studies and publications on the relation of large

    digital billboards to driver distraction and overall highway safety.

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    PDF
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