Digital Billboard Roadside Advertising Can Improve Driver Performance, Study Reveals

Digital Billboard Roadside Advertising Can Improve Driver Performance, Study Reveals
SHARE
THIS



World-first research has revealed roadside advertising on digital billboards can improve driver performance.

The study, conducted by independent road safety research institute, the Australian Road Research Board (ARRB), measured driver behaviour in the presence of two digital billboards in real-world environments.

Drivers were unaware of the study that captured video data of vehicle movement around two complex intersections in Queensland.

Data was captured during morning and afternoon peak-hour traffic and at night-time over a four-week period, both with and without a digital billboard present.

The locations measured, on the Gold Coast and in Gladstone, were selected because they had no existing sign but had approval to build a digital billboard during the study.

This allowed researchers to capture data on driver behaviour before and after a digital sign was installed.

Researchers analysed two key indicators of distraction that are known to increase the risk of an accident: lane drift, which is veering within the lane; and, stopping over the line, which is failing to stop correctly at an intersection. The researchers also measured whether any crashes occurred.

When the digital billboards were switched on at a range of dwell times (the time one advertisement is displayed before it changes) from 30 seconds down to 8 seconds, researchers observed the following results:

  • Lane drift either improved or was unaffected
  • Stopping over the line improved in all but one instance
  • No crashes occurred.

ARRB principal research Dr Paul Roberts said: “Although we considered the introduction of a digital sign at an intersection would probably reduce driver performance, this study showed that it is sometimes possible for a digital sign at an intersection to operate with no negative impact on driver performance, and even, in some cases, to improve it.”

OMA CEO Charmaine Moldrish said: “The Out of Home advertising industry is committed to ensuring its signs are safe.

“This study was finalised shortly after the release of research by the Accident Research Centre at Monash University which found that 88 per cent of driver distraction occurs inside the car.

“We were already confident that well-designed digital Out of Home signs were safe, but we were surprised to learn that our signs can actually help improve driver performance, probably because they encourage people to look up from in-car distractions.

“We hope this research prompts governments around Australia to streamline dwell time regulation of Out of Home signs, given they can improve driver performance.”

 

Please login with linkedin to comment

ARRB digital billboards OOH

Latest News

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win
  • Marketing

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win

Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]

Connect Agency Launches Micro Influencer Booking Agency
  • Advertising

Connect Agency Launches Micro Influencer Booking Agency

The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]

Processed with VSCO with  preset
  • Marketing

Bernard Wilson To Lead Cashrewards

Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR
  • Media

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR

As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media.  She […]

Bean Body Launches ‘Be Any Body’ Campaign
  • Campaigns

Bean Body Launches ‘Be Any Body’ Campaign

Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market
  • Media

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market

A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]

Courier holding package and tablet while male customer is signing receipt for his home delivery parcel.
  • Technology

Medallia Partners With Adobe To Deliver Complete View Of Customer Experience Journey

Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process
  • Media

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process

“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]

New Leader Boosts oOh!’s Queensland Sales Team
  • Media

New Leader Boosts oOh!’s Queensland Sales Team

oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness
  • Media

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness

New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]

Magnite Reveals Australian Leadership Team Following Rubicon Project And Telaria Merger
  • Technology

Magnite Reveals Australian Leadership Team Following Rubicon Project And Telaria Merger

Magnite, the merged company of Telaria and Rubicon Project, today announced James Young has been appointed as Managing Director for Australia, where he will be responsible for growing the business in the country. James held the role of general manager for Telaria in Australia prior to the merger of Telaria and Rubicon Project, where he […]

Binge On The Lookout For ‘Official Bingers’ To Review Titles
  • Media

Binge On The Lookout For ‘Official Bingers’ To Review Titles

Australia’s newest streaming service, BINGE, has launched a national competition to find 10 budding reviewers to become Australia’s first official Bingers and members of the BINGE Club. The competition, which launched this week, invites Aussies to tell us what makes them the country’s best entertainment reviewer and submit a review of their favourite show or […]