Digital Signs Marya Morris

8/7/2019 Digital Signs Marya Morris

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LED & Video Display Signs:

The Next Frontier for Sign Codes

Marya Morris, AICP

April 25, 2009


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Electronic / DigitalSign Types and Technologies


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Old School Changeable Copy


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Electronic Message Centers

Animated

Static

Intermittent


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Tri-Vision &

Electronic Static Display

Tri-VisionStatic

Displays


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Video LED Billboards


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Video LED Billboards


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Digital/Programmable Ink


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1978: Highway Beautification Act co-opted by billboardindustry to require cash payment for billboard removal.

2007: FHwA further circumvented the law by allowing

digital billboards along federal highways pending a

current study


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They are Supposedto Distract Drivers

Model: AlphaEclipse Excite 35mm

The AlphaEclipse Excite 35 is designed to provide the ultimate outdoor

advertising experience. The 35mm pitch produces a dominant,outdoor

fullcolor, fullmotion LED digitalsign for higher speed roads around town,

for highly elevated locations, or forhighway installations that cannot be

ignored.


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Research on Electronic/Video

Signs and Traffic Safety


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Research Summary

Smiley, Univ. of Toronto (2001) Video signs in direct line of sight are very distracting

Wallace (2003) Signs can distract drivers even if they are watching the road;

billboards are distracting in both cluttered and uncluttered areas;

exact reason for driver distraction usually goes unreported. Beijer & Smiley, University of Toronto (2004)

Drivers make twice as many and longer glances at video signs

Texas Transportation Institute (2005) Flashing messages are more distracting, less comprehensible, and

require more reading time

WisDOT/CTC (2006) Visually complex locations, e.g., intersections, compound the

distraction problem


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Research Summary continued

Non-peer-reviewed, billboard industry funded studies

that have been debunked:

Tantala, Albert Martin Sr., and Michael Walter Tantala, Tantala Associates.

2007. A Study of the Relationship between Digital Billboards and TrafficSafety in Cuyahoga County, Ohio. July 7.

Lee, Suzanne E. et al. 2007. Driving Performance and Digital Billboards:

Final Report. Virginia Tech Transportation Institute Center for Automotive

Safety Research. March 22.

Both studies were paid for by the Foundation forOutdoor Advertising

Research and Education.


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Driver Distraction #1 Cause of Crashes

Causal Category Percentage of Drivers

Contributing to Causation

Driver Distraction 22.7

Vehicle Speed 18.7

Alcohol Impairment 18.2

Perceptual Errors 15.1

Decision Errors 10.1

Incapacitation 6.4

Other 8.8

Source: National Highway Traffic Safety Administration, 2001; 2006.


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Specific Distraction: % of Drivers

Outside person, object or event 29.4

Adjusting radio, cassette 11.4

Other occupant in vehicle 10.9

Moving object in vehicle 4.4

Other device in vehicle 2.9

Adjusting vehicle/temp 2.8

Eating or drinking 1.7

Dialing/using cell phone 1.5Smoking 0.9

Other distraction 25.9

Unknown distraction 8.6

100%


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Zeigarnik Effect

Potential effects of video signs and EMCs ondrivers:

Scrolling messages require viewers to

concentrate; how long depends on size,resolution, length of the message

Sequences of images or messages that tell astory may capture drivers attention for theduration.

Anticipation of a new image appearing maydistract driver, who feels compelled to wait forthe change.

Source: G. Wachtel, The Veridian Group, VideoSignsin

Seattle FinalReport. 2001.


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Rationale for Stringent Regulations

Basic zoning police power: Protect the publichealth, safety, morals and general welfare

Health and safety = safe streets, safe driving

Morals = prohibit public display of obscene oroffensive language/images or illegal activity

General welfare = community appearance,aesthetics, economics, and property values

Practical objective: Address cumulativeimpacts of a proliferation of digital signs


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Sign Code Standards Universal to All

Sign Types

Sign type

Definitions

Zoning districts

Placement &orientation

Distance from R

districts, schools

Height

Sign area

Illumination methodCredit: Scenic America


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Sign Code Standards Specific to

Video/EMC Signs Color EMCs use amber

video uses 16 million

Text limit (rarely applied) Number of words, objects

Brightness E.g., 5000 nits daylight; 500 at night

Movement

Prohibit flashing, strobing,racing

Setbacks From ROW, lot line, R districts


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Sign Code Standards Specific to

Video/EMC Signs Operation mode

Static display with lengthy minimum duration

Simulated animation (lower tech EMCs)

Video display

Spacing Minimum separation from similar signs

Duration Minimum in seconds, hours, days

Maximum in seconds for a video story

One image transition during time sign visible

to driver traveling at the operational speed.

Audio or pyrotechnics Dont even think about it


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Code Amendment Checklist Add a list offindings to the ordinance Prohibit this sign type entirely, OR limit them to

major commercial districts

Limit size; LED portion of on-premise sign face

Control placement, orientation, and spacing Limit flashing, animation, or video action

Impose minimum & maximum duration ofmessage

Require dimmer control, cap allowablebrightness

Cap and Trade


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Examples of Findings

Signs have a direct impact on and relationship to theimage of the community

The location, maintenance, manner of installation ofsigns affects the public health, safety, welfare and

aesthetics of the community Businesses and institutions need visibility

The safety of motorists, cyclists, pedestrians is affectedby signs that divert the attention of drivers

Uncontrolled and unlimited signs adversely impact theimage and aesthetic attractiveness of the communityand thereby undermine economic value and growth

Noncommercial opinions must be allowed in any zoningdistrict, subject to reasonable restrictions on size,

height, location and number

Documents

Digital Signs Marya Morris