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

Digital Digital Billboards:Billboards:

What we Know What we Know NowNowPresented to ASHTO Presented to ASHTO SCOTESCOTE

Manchester, New HampshireManchester, New Hampshire

Jerry Wachtel, The Veridian Group, Inc.Jerry Wachtel, The Veridian Group, Inc.

June 16, 2009June 16, 2009

6/15/09 2The Veridian Group, Inc.

Inattention vs. Inattention vs. DistractionDistraction

A driver may be inattentive for many A driver may be inattentive for many reasons – daydreaming, lost in thought, reasons – daydreaming, lost in thought, drowsiness, etc.drowsiness, etc.

Distraction - when a driver is delayed in Distraction - when a driver is delayed in the recognition of information needed to the recognition of information needed to safely accomplish the driving task, safely accomplish the driving task, because something within or outside the because something within or outside the vehicle vehicle draws attentiondraws attention away from driving. away from driving.

It is the presence of a “triggering event” It is the presence of a “triggering event” that distinguishes distraction from that distinguishes distraction from inattention.inattention.


In short:In short:

Inattention is passiveInattention is passive Drivers can be inattentive at any time Drivers can be inattentive at any time

and without reasonand without reason Distraction is active (although it Distraction is active (although it

could be unconscious)could be unconscious) Drivers engage in many distractions – Drivers engage in many distractions –

most of which we cannot controlmost of which we cannot control As an example…As an example…



But roadside advertising But roadside advertising as a distractor is as a distractor is

something that we can something that we can control.control.


Why are DBBs Different?Why are DBBs Different?

The human eye is hard-wired to be The human eye is hard-wired to be drawn to the brightest objects in the drawn to the brightest objects in the scene and to those that display motion, scene and to those that display motion, or apparent motion. or apparent motion. This phenomenon is sometimes called This phenomenon is sometimes called

phototaxis or phototropism.phototaxis or phototropism. Recent research (e.g. Theeuwes) shows Recent research (e.g. Theeuwes) shows

that this response is both is automatic and that this response is both is automatic and unavoidable.unavoidable.

DBBs use both brightness and DBBs use both brightness and movement to capture attention. movement to capture attention.


This DBB is Shown from a Distance of Six Miles


How Else do DBBs Differ How Else do DBBs Differ from Conventional from Conventional

Billboards?Billboards?

Size potential – one sign is 90 x 65 ft; Size potential – one sign is 90 x 65 ft; 165 ft high165 ft high

Compelling photo-realistic/broadcast Compelling photo-realistic/broadcast imageryimagery

Intermittency and image change at willIntermittency and image change at will Potential for message sequencingPotential for message sequencing Potential for interactivity with driverPotential for interactivity with driver


My Biases:My Biases:

I have worked for the industry, I have worked for the industry, including OAAA, NESA, and large including OAAA, NESA, and large outdoor advertising firms such as outdoor advertising firms such as Lamar and Infinity.Lamar and Infinity.

I have worked for local governments I have worked for local governments in developing and defending sign in developing and defending sign ordinances.ordinances.

I have performed research for I have performed research for Government and industry alike.Government and industry alike.


My Work Leads to These My Work Leads to These Conclusions:Conclusions:

Billboards have gone from paintings on Billboards have gone from paintings on barns, to print on poster paper, to vinyl barns, to print on poster paper, to vinyl sheets, and now to digital displays.sheets, and now to digital displays.

It’s not the technology of the display that It’s not the technology of the display that should concern us, but the manner in should concern us, but the manner in which that display is usedwhich that display is used

We’re not concerned because they are We’re not concerned because they are digital, but because of their operational digital, but because of their operational characteristics coupled with their characteristics coupled with their location. location.


In Other Words:In Other Words:

IFIF a DBB was set to a luminance level a DBB was set to a luminance level appropriate to the ambient environment in appropriate to the ambient environment in which it is viewed, which it is viewed, andand

IFIF the DBB message change interval was such the DBB message change interval was such that no driver saw more than one such change, that no driver saw more than one such change, andand

IFIF we ensured that location restrictions (e.g. we ensured that location restrictions (e.g. interchange areas, horizontal curves, merges, interchange areas, horizontal curves, merges, lane drops, etc.) were truly enforced,lane drops, etc.) were truly enforced,

THEN THEN we should not be particularly concerned we should not be particularly concerned about safety impacts due to distraction.about safety impacts due to distraction.


Recent Research Recent Research In recent years, In recent years,

independent research independent research studies have been studies have been conducted in several conducted in several countries:countries: U.S.U.S. NetherlandsNetherlands EnglandEngland ScotlandScotland South AfricaSouth Africa AustraliaAustralia BrazilBrazil FinlandFinland

Studies have Studies have included:included: LaboratoryLaboratory SimulationSimulation On-roadOn-road Interviews and Interviews and

focus groupsfocus groups Post-hoc crash Post-hoc crash

analysesanalyses


The Research is Quite The Research is Quite ClearClear

The more recent the research, the The more recent the research, the stronger the findings, andstronger the findings, and

The stronger the theoretical basis for The stronger the theoretical basis for understanding the nature of the problemunderstanding the nature of the problem Drivers’ eyes off the road for 1.6 seconds or Drivers’ eyes off the road for 1.6 seconds or

longer leads to a substantially higher crash longer leads to a substantially higher crash raterate

DBBs can attract drivers’ eyes for longer DBBs can attract drivers’ eyes for longer than 1.6 seconds, and dramatically longer than 1.6 seconds, and dramatically longer than for conventional billboards.than for conventional billboards.


Only Two Recent Studies Only Two Recent Studies Show No Adverse Safety Show No Adverse Safety

ImpactImpact Tantala and TantalaTantala and Tantala Virginia TechVirginia Tech

Both sponsored by the outdoor advertising Both sponsored by the outdoor advertising industryindustry

Both severely criticized in peer reviewBoth severely criticized in peer review Both rejected for presentation or publication Both rejected for presentation or publication

by TRBby TRB Ironically, the Virginia Tech human Ironically, the Virginia Tech human

factors study found substantial factors study found substantial degradation in eye glance behavior and degradation in eye glance behavior and did not report it.did not report it.


The Virginia Tech Data on Long Eye Glances – as Reported


Glances longer than 1.6 sec = 6% of all glances




Glances longer than 1.6 sec. = 9% of all glances




Glances of 1.6 sec or longer = 21% of all glances








Summary of Unanalyzed VA-Summary of Unanalyzed VA-Tech DataTech Data

GlancGlances > es > 1.6s1.6s



Baseline Baseline

(No billboard)(No billboard)6%6% 2%2% 0%0%

ConventionalConventional

(Traditional (Traditional billboard)billboard)

9%9% 5%5% 0%0%

ComparisonComparison

(Digital on (Digital on premise)premise)

21%21% 10%10% 2%2%

Digital billboardDigital billboard 13%13% 7%7% 3%3%


Conclusions – Conclusions – UnreportedUnreported

DBBs and comparison sites (mostly on-DBBs and comparison sites (mostly on-premise DBBs) together produced:premise DBBs) together produced: 2X as many glances > 1.6 seconds as baseline 2X as many glances > 1.6 seconds as baseline

sites and conventional billboards (34% - 15%)sites and conventional billboards (34% - 15%) 2.5X as many glances > 2.0 seconds as 2.5X as many glances > 2.0 seconds as

baseline and conventional sites (17% - 7%)baseline and conventional sites (17% - 7%) 5% of glances > 3.0 seconds – no such glances 5% of glances > 3.0 seconds – no such glances

were made to baseline or conventional sites.were made to baseline or conventional sites. From a pilot study, the authors predicted From a pilot study, the authors predicted

significantly worse DBB performance at significantly worse DBB performance at night.night.


On-Premise Signs: On-Premise Signs: What’s Wrong with This What’s Wrong with This

Picture?Picture? The Virginia Tech study found, as expected, that The Virginia Tech study found, as expected, that

on-premise digital signs were as bad as, if not on-premise digital signs were as bad as, if not worse than, DBBsworse than, DBBs

HBA regulates billboards, not on-premise signsHBA regulates billboards, not on-premise signs These are left to local governments, typically These are left to local governments, typically

through zoning and land usethrough zoning and land use But, on premise signs may be:But, on premise signs may be:

BiggerBigger BrighterBrighter Closer to the ROWCloser to the ROW Contain full motion videoContain full motion video At or near interchanges, curves, etc.At or near interchanges, curves, etc.

If our concern is driver distraction, isn’t the If our concern is driver distraction, isn’t the potential just as high, or higher, for on-premise potential just as high, or higher, for on-premise signs?signs?


The World’s Largest Digital Billboard: 90’ x 65’ The World’s Largest Digital Billboard: 90’ x 65’ atop a 165’ Post – Visible for more than 2 Miles atop a 165’ Post – Visible for more than 2 Miles

Along I-495 in NYCAlong I-495 in NYC



Advertising Signs on the Advertising Signs on the ROW: ROW:

What Does the MUTCD What Does the MUTCD Say? Say? Section 1A.01: “Traffic control devices or Section 1A.01: “Traffic control devices or

their supports shall not bear any their supports shall not bear any advertising messages or any other advertising messages or any other message that is not related to traffic message that is not related to traffic control.”control.”

Section 1A.02, requires that TCDs: “fulfill a Section 1A.02, requires that TCDs: “fulfill a need,” “convey a clear, simple meaning,” need,” “convey a clear, simple meaning,” and “command respect from road users.”and “command respect from road users.”

Section 2E.21: “Changeable message signs Section 2E.21: “Changeable message signs shall display pertinent traffic operational shall display pertinent traffic operational and guidance information only, not and guidance information only, not advertising.”advertising.”


What did Dudek Find?What did Dudek Find? Recent NCHRP study on the use of CMS Recent NCHRP study on the use of CMS

during non-incident, non-roadwork during non-incident, non-roadwork periods.periods.

States and toll authorities reported States and toll authorities reported pressure to display public service pressure to display public service messages, safety campaigns, and messages, safety campaigns, and advertisements, often against the wishes advertisements, often against the wishes of safety personnelof safety personnel

There are excellent guidelines available There are excellent guidelines available for design and operation of CMSs – not for design and operation of CMSs – not always followed.always followed.


Other Lessons from Other Lessons from DudekDudek

Long messages (e.g. telephone numbers, Long messages (e.g. telephone numbers, websites, license plate numbers) take too websites, license plate numbers) take too long to read and may cause drivers to slowlong to read and may cause drivers to slow

Messages “irrelevant” to traffic safety/flow Messages “irrelevant” to traffic safety/flow are strongly opposed by motoristsare strongly opposed by motorists

Change blindness can occur if a message Change blindness can occur if a message has changed from irrelevant to relevanthas changed from irrelevant to relevant

Loss of credibility when CMSs display Loss of credibility when CMSs display untimely or irrelevant messagesuntimely or irrelevant messages

These are the very characteristics of These are the very characteristics of advertising signs.advertising signs.






The proposed DBB-CMS location in the opposite direction


The Next Challenge:The Next Challenge:DBBs on Vehicles Moving DBBs on Vehicles Moving

in Trafficin Traffic New companies offer DBBs to be New companies offer DBBs to be

displayed on trucks in the traffic stream.displayed on trucks in the traffic stream. Some use 40’ trailers with huge LED Some use 40’ trailers with huge LED

screens displaying full motion video.screens displaying full motion video. Some governmental agencies are using Some governmental agencies are using

this technology on public buses and this technology on public buses and trolleys.trolleys.

Some jurisdictions have amended their Some jurisdictions have amended their sign codes to prohibit such commercial sign codes to prohibit such commercial displays.displays.



And, Next on the And, Next on the Horizon – Horizon –

Interactive Interactive BillboardsBillboards


This This signsign sends a personalized sends a personalized message to the approaching message to the approaching

driverdriver


An Interactive Billboard in Belgium1. 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.”


New Research and Regulatory New Research and Regulatory ActivityActivity

FHWA has begun its on-road research study.FHWA has begun its on-road research study. It will use an instrumented vehicle and highly It will use an instrumented vehicle and highly

sophisticated eye movement recording systemsophisticated eye movement recording system Research will be done in two different citiesResearch will be done in two different cities Data collection should start this fallData collection should start this fall

FHWA has begun an “International Scan” to FHWA has begun an “International Scan” to learn about activities in other countrieslearn about activities in other countries

TRB Digital Signage subcommittee will TRB Digital Signage subcommittee will develop research needs statements for on-develop research needs statements for on-premise and on-road DBBs – we hope for premise and on-road DBBs – we hope for AASHTO supportAASHTO support

But there is no concerted effort to address But there is no concerted effort to address interactive DBBs or DBBs on moving vehicles.interactive DBBs or DBBs on moving vehicles.


Driver distraction is an Driver distraction is an increasing concern – we can’t increasing concern – we can’t control all of it…control all of it…


But it is within our purview But it is within our purview to control some of it…to control some of it…


Thanks very much for Thanks very much for your attention.your attention.

Documents

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