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Research Review Of Potential Safety Effects Of Electronic Billboards On Driver Attention And Distraction

3    Synthesis

The objective of the literature review was to identify and summarize the potential safety effects of EBBs on driving behavior. The present discussion examines the results of that review.

One of the initial sections of the review sought research reports that directly approached the safety effects of EBBs on the driver by examining crash rates related to the EBB; unfortunately, this subject is not well documented. In most instances, researchers were not able to verify that an EBB was a major factor in causing a crash. Only one study since the 1980 review and one lawsuit were identified.

After presenting research that directly addressed the relationship of EBBs to crashes, the literature review examined research regarding distraction, conspicuity, and legibility. Studies were identified that verified that: an increase in distraction, a decrease in conspicuity, or a decrease in legibility may cause an increase in the crash rate. While all of the identified research was transportation related research, only the legibility research examined electronic signs (e.g., CMSs).

There is indication that individual differences in age and driving experience may be important considerations in driver distraction, and are relevant to understanding driver responses to the external environment. Furthermore, research regarding driver familiarity of their route demonstrated that visual fixations on roadway signs decreases as route familiarity increases. This research may show that there is a difference between commuter and visiting drivers.

While the surrogates that were identified in Section 2.6.1 are not related to EBBs, it is believed that the planning that is performed in these fields is useful to this review. Research concerning in-vehicle distractions caused by cellular telephones and navigation display was reviewed in an attempt to associate conditions in which driver distraction can be identified and to determine how a driver may react. Further review of these fields is warranted at a later date.

At this point, it appears that there is no effective technique or method appropriate for evaluating the safety effects of EBBs on driver attention or distraction. Crash studies can show that EBBs may increase the crash rate, but research regarding driver familiarity can argue that commuter drivers may not even look at an EBB. This example is nicely illustrated by the Milwaukee County Stadium's variable message advertising sign. A before and after crash analysis showed an increase in the crash rate after the installation of the sign, but not to the point to warrant its removal and the sign remained in-place for 16 years.

The literature review identified research that addressed particular characteristics of an EBB. For example, distraction, conspicuity and legibility research performed on CMSs is relevant to the contrast and luminance of an EBB. The following section of this document takes EBB research to the next level. It presents a research plan that will allow for a more complete understanding of the potential safety effects of EBBs on driver attention and distraction by pulling together the information that has been gathered from unrelated studies and recommend a research plan to help answer the knowledge gaps.

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