The effect of dwell time, location and content on the distraction impact of digital billboards
Keywords: Distraction & Inattention
Submission Date: 2019
An experiment was conducted utilizing an advanced driving simulator to investigate the effect of three variables on driving performance:
• Dwell time (20, 40 and 60 seconds)
• Location (verge versus overhead gantry)
• Content (complex versus simple)
In general, only the 60 second dwell time did not have a negative impact on driver performance. However, the results also demonstrated a number of complex interactions that can be used to assess the relative safety of existing digital billboard installations and proposals for the installation of new digital billboards.