There's very little discussion about whether digital billboards work. Most believe they do and that's what worries government officials who have nightmares about multi-car pileups being caused by drivers taking their eyes off the road to take in the latest brand message.
A new report from Tantala Associates, commissioned by the Foundation of Outdoor Advertising Research (FOAR), concludes that safety concerns are misguided as the incidence of traffic accidents is not any higher in the area of digital billboards than it is on other roads with or without outdoor advertising. In fact, the research found that the incidence of accidents was down four percent in an area within six-tenths of a mile of the billboards.
The study analyzed five years of traffic data for streets in an area in Rochester, Minn. where five digital billboards are located.
"Rochester was a unique opportunity for study about the statistical associations between digital billboards and traffic safety using robust data sets and analyzing multiple locations for periods in excess of four years," Michael Tantala of Tantala Associates, told Media Life Magazine.
"This study is more evidence that these valuable advertising and public service tools belong in forward thinking communities," said Nancy Fletcher, president and CEO for the Outdoor Advertising Association of America, told MediaWeek. "The evidence is clear: digital billboards are not related to traffic accidents."
The study's findings support previous research conducted for FOAR in Cuyahoga County, Ohio in 2007, which found there was no difference in glance patterns of drivers between digital billboards and conventional billboards during the daytime. Glance patterns were found to be more frequent and longer at night, as might be expected.
Even supporters of digital billboards understand that they may have a tough go ahead with increasing regulation from a variety of governmental bodies. The Federal Highway Administration has questioned the methodology of studies completed to date and plans to release findings from its own research on road safety and outdoor digital signage later this year.
Discussion Questions: Where do you come down on the digital billboard issue? Do you think they pose a road safety hazard? Are they more effective than traditional billboards?
- A Study of the Relationship Between Digital Billboards and Traffic Safety in Cuyahoga County, Ohio - The Foundation for Outdoor Advertising
- Driving Performance and Digital Billboards - The Foundation for Outdoor Advertising
- Report: Digital Billboards Not a Threat to Drivers - MediaWeek
- New study: Digital billboards are safe - Media Life Magazine
- IN DEPTH: Billboard safety - what Washington thinks - SCREENS.tv