United States Department of Transportation
i
The effects of commercial electronic variable message signs (CEVMS) on driver attention and distraction : an update
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2009-02-01
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[PDF-465.22 KB]
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Edition:Final report
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NTL Classification:NTL-SAFETY AND SECURITY-Highway Safety;NTL-SAFETY AND SECURITY-Human Factors;
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Abstract:The present report reviews research concerning the possible effects of Commercial Electronic Variable Message Signs (CEVMS) used for outdoor advertising on driver safety. Such CEVMS displays are alternatively known as Electronic Billboards (EBB) and Digital Billboards (DBB). The report consists of an update of earlier published work, a review of applicable research methods and techniques, recommendations for future research, and an extensive bibliography. The literature review update covers recent post-hoc crash studies, field investigations, laboratory investigations, previous literature reviews, and reviews of practice. The present report also examines the key factors or independent variables that might affect a driver’s response to CEVMS, as well as the key measures or dependent variables which may serve as indicators of driver safety, especially those that might reflect attention or distraction. These key factors and measures were selected, combined, and integrated into a set of alternative research strategies. Based on these strategies, as well as on the review of the literature, a proposed three stage program of research has been developed to address the problem. The present report also addresses CEVMS programmatic and research study approaches. In terms of an initial research study, three candidate methodologies are discussed and compared. These are: (1) an on-road instrumented vehicle study, (2) a naturalistic driving study, and (3) an unobtrusive observation study. An analysis of the relative advantages and disadvantages of each study approach indicated that the on-road instrumented vehicle approach was the best choice for answering the research question at the first stage.
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