Driving simulator study on the influence of digital illuminated billboards near pedestrian crossings

Abstract

Objective To evaluate the effect of display time and distance of digital illuminated billboards near a pedestrian crossing on glance and driving behavior.

Background Several functional characteristics and placement conditions of digital billboards influence glance and driving behavior.

Method Forty-one participants drove seven different routes (3.8–5.2 km) in a driving simulator. We performed a repeated measures ANOVA with presence of billboard, display time of the message (3 s, 6 s and 15 s), distance from a pedestrian crossing (41 m and 65 m) and road environment (transition road to a built-up area and retail zone) as the manipulated conditions in a randomized order.

Results Shorter display times and retail zone resulted in a significantly higher number of eye glances towards the digital billboard. Participants reported a significantly higher mental workload and a lower estimation of personal driving performance in the presence of a digital billboard. Scenarios with a digital billboard resulted in a somewhat higher approaching speed towards the pedestrian crossing with the minimum approaching speed reached closer to the crossing. The first time a pedestrian crossed the road, reaction time to the crossing pedestrian was higher in presence of the digital billboard (this was not tested statistically).

Conclusion The presence of a digital billboard, especially with short display time, leads to visual distraction, which has a negative impact on driving behavior and traffic safety.