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1    Introduction

1.1 Background and Objectives

Advances in outdoor display technology, and decreases in cost, support an interest in expanding deployment of high resolution and dynamic imaging in outdoor advertising. This raises questions on the effects that electronic billboards (EBBs) and other dynamic signs such as tri-vision signs may have on driver distraction. The purpose of this report is to present a review of the literature on the safety implications of electronic billboards, to identify knowledge gaps in the findings of the review, and to develop a research plan to address the knowledge gaps.

The Office of Real Estate Services (ORES) and the Safety Core Business Unit in the Federal Highway Administration (FHWA) requested the FHWA Office of Safety, Research and Development to review literature related to safety implications of EBBs, present findings, and recommend a research plan to address knowledge gaps. The scope of this review was limited to safety issues. This project follows an earlier work sponsored by the FHWA in 1980 and complements studies of in-vehicle driver distraction currently underway.

The general approach in the present review was to identify information about potential safety implications of EBBs. Factual data regarding billboard safety were sought through a review of existing research literature and information obtained from government staff. Because driver distraction is of interest in other areas of research, such as cellular telephone use and in-vehicle visual information equipment, the present report examines these areas for possible cross-fertilization results. The report concludes with a set of research questions and research findings that are directed to the safe design of dynamic billboards.

1.2 Structure of the Report

The Literature Review in Section 2 defines EBBs and tri-vision signs, provides a survey of state practices, and reviews research on EBBs and related distraction research. The Synthesis in Section 3 provides a list of knowledge gaps that were identified in the literature review. Section 4 proposes research in the format of research questions and presents related research findings that are directed to understanding driver behavior in the presence of EBBs and tri-vision signs. The report also contains an annotated bibliography and appendices.

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