Home Menu Search

Outdoor adverts can improve driver performance

8 May 2019

Story from ARRB.

The study, conducted by ARRB on behalf of the Outdoor Media Association (OMA), measured driver behaviour in the presence of two digital billboards in real-world environments.

The study measured vehicle movement at two complex intersections in Queensland – at the Gold Coast and Gladstone.

The intersections were filmed without any signage as well as in the presence of an outdoor digital billboard several times over a 24-hour period for four weeks in order to gauge the effect on safety. Billboards were active for several different dwell times, from eight to 30 seconds.

Researchers analysed two key indicators of distraction known to increase the chances of an accident – lane drift and stopping over the line at an intersection.

The research found lane drift was unaffected or results improved when signage was displayed. In addition, not stopping correctly by stopping over the line improved in all but one case. No crashes were recorded.

“This study showed it is sometimes possible for a digital sign at an intersection to operate with no negative impact on driver performance and, in some cases, to improve it,” said ARBB principal researcher Dr Paul Roberts.

Charmaine Moldrich, the CEO of OMA which represents Australia’s outdoor media display companies, said the industry was committed to ensuring its signs were safe.

“We were already confident that well-designed digital out-of-home advertising were safe, but we were surprised to learn that our signs can actually help improve driver performance, probably because they encourage drivers to look up from in-car distractions,” she said.

You can find further details on the study here.

Related news, events and information

New study says texting doubles a driver's reaction time

14 October 2011 – Researchers at the Texas Transportation Institute at Texas A&M University have determined that a driver's...

Better infrastructure will ease the journey of automated vehicles

15 June 2018 – Serious crashes on inter-urban roads may be slashed by a quarter over the next 30-40 years with the...

Guidelines for Removal of Traffic Control Devices in Rural Areas

1 June 2006 – The Iowa Department of Transportation has released a report that examines the safety performance of...

Britain in The Slow Lane when Adopting e-Safety Technologies

1 June 2011 – Fleets and private new car buyers in Britain are in the slow lane compared with some other European countries...

European Commission outlines plans for safer cars and vans

20 December 2016 – Nineteen safety technologies including autonomous emergency braking and active lane keeping could be made...

MB launches speed limit warnings

4 December 2008 – Mercedes-Benz has unveiled two new driver warning systems, Speed Limit Assist and Lane Keeping Assist, which...

Research News from TRB

27 February 2007 – PEDESTRIAN AND BICYCLE CRASH ANALYSIS TOOL: VERSION 2.0 www.trb.org/news/blurb_detail.asp?id=7298 The U.S....

Volvo and Audi lead nominations for safe new car award

9 January 2019 – Story from Fleet News. RoadSafe partner Thatcham Research has revealed the 10 safest new cars vying for the...

Highway Code App launched

28 May 2012 – One of Britain's most iconic publications is undergoing a digital revolution today as Transport Secretary,...