ADVERTS Minimising distraction from roadside billboards ADVERTS: - - PowerPoint PPT Presentation

Assessing Distraction of Vehicle drivers in Europe from Roadside Technology-based Signage

ADVERTS Minimising distraction from roadside billboards

ADVERTS: setting the scene

Ingrid van Schagen, SWOV Institute for Road Safety Research

11/10/2018 | Workshop

Why ADVERTS?

• Distraction is a major challenge for road safety:
• just a short moment of inattention can have serious consequences
• Many sources of distraction:
• activities: eating, drinking, passengers, calling, texting
• surroundings: a traffic jam, a nice scenery, billboards

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Roadside billboards

• Roadside billboards:
• More and more prevalent (?)
• More and more high tech and salient (?)
• Meant to capture attention of passers-by
• Hence, a potential threat to road safety

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ADVERTS’ objective

• Compile recommendations for minimising distraction from

roadside advertising

• Looking at location, physical features, and content
• Based on scientific knowledge and evidence
• Aligned to current practices

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ADVERTS’ approach

• Review of scientific knowledge
• Inventory of current practices
• Draft recommendations
• Input from users
• Final recommendations

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What do we know from research?

Willem Vlakveld, SWOV Institute for Road Safety Research

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Literature search

• Only scientifically sound studies
• Around 50 studies were reviewed
• Searched in: SCOPUS database
• f Elsevier, Google Scholar and

the institutes libraries.

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Types of billboards

• Traditional Billboards
• Static Digital Billboards
• Video Billboards

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Effect on crashes

• 5 studies found on crash rates in the vicinity of billboards
• Only 2 of the studies had a rather strong design
• Results inconclusive

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Effect on gaze behaviour 1

• Drivers look at just around half of the billboards.
• Glance durations of 2 seconds rarely occur (around 2% of

the glances at billboards), but are very dangerous.

• Drivers look longer and more often at static digital

billboards than at traditional billboards. They look the most

• ften and the longest at video billboards.

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Effect on gaze behaviour 2

• Driver look the most at billboards close to the forward field of view,

but when they look, they look longer at billboards further away from the forward field of view.

• Drivers look the most often and the longest at moments that

advertisements change (static digital billboards).

• Drivers look somewhat longer at affect-laden

pictures.

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Effect on driving behaviour 1

• (Almost) no effect on speed.
• Somewhat impoverished lateral control.
• Drivers miss traffic signs more often in the vicinity of

billboards.

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Effect on driving behaviour 2

• Reaction times are longer when a lead vehicle suddenly

brakes in the vicinity of static digital billboards.

• Drivers tend to take slightly more risky actions directly

after having passed an affect-laden advertisement (both negative and positive).

• Situation awareness does not seem to be affected by

traditional billboards.

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Effect on driving behaviour 3

• Advertisements with large pictures and many text blocks

could affect the driving task the most (only one study).

• Drivers may react later on bright and large digital

billboards (only one study).

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Not found in the literature

• No studies found about the effects of billboards that look like

road signs.

• No studies found about the effect of messages that

encourage drivers to take risky actions, such as dial now and win….

• No studies were found about difficulties drivers can

encounter when brightly illuminated billboards hampers the detection of road signs.

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Remark

Impossible to define distinct thresholds based on the literature (e.g. advertisements should be exposed for at least xx seconds on a static digital billboard).

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Current regulatory practices across Europe

Stijn Daniels, Sofie Boets, Felix Vandemeulebroek Vias institute

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Objective

• Collect information on existing guidelines, regulations, practices and trends on RsA in

CEDR-countries

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Approach

• E-mail survey sent to 26 CEDR member countries
• Initial response from 18 countries
• After processing sent again for verifying stated information
• Additional oral interviews PEB-countries (6) (BE-FL, IE, NL, SI, SE, UK)
• On-line information from AU and NZ
• Overview grid with information about 20 countries
• Placement criteria (longitudinal/lateral distance, vertical placement, viewing angle…)
• Design criteria (flashing lights, exposure time, transition time, quantity of information,…)
• Interview advertising industry

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General findings

• Level of detail varies greatly
• Restrictions on placement in all countries (e.g. minimum longitudinal/lateral distance…)
• Restrictions on design in about half of the countries
• Restrictions on sequences (5 countries)
• 2/3 of countries consider luminance (possible glare)
• Usually complemented with guidelines

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Permission procedure

• Procedure usually regulated
• Permissions not totally under control of road

authorities

• Criteria can be included in legislation or just in

guidelines (or both)

• Conflict of interest possible
• Criteria not always transparent
• Appeal procedures not always in place

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Rules or guidelines?

• Most countries have specific guidelines linked to RsA or (dangerous)
• bjects along the roads.
• Guidelines deal with assessment criteria
• Almost always complementary to legislation
• Advantages of guidelines as compared to legislation
• Possibility to be more detailed and nuanced than legislation
• Easier to adapt and to keep up to date
• Transparent document
• Advantages of legislation as compared to guidelines
• Solid framework
• Uniform interpretation of similar situations

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Trends

• Digital Out Of Home (DOOH)
• Possible consequences of DOOH on

RsA billboards:

• Multiplication of 2m² digital

billboards.

• Increase of roadside digital billboards
• Number of traditional roadside

billboards might decrease

• Potential contribution to development
• f smart cities.
• One-to-one communication

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11/10/2018

Thank you for your attention

For more information, full reports, contact details, etc., see

https://www.cedr-adverts.eu

11/10/2018 | Workshop