Digital Billboards May Look Good, but they Increase Driver Distraction

Outdoor_Billboards_NCDs.jpg

Fleet Owner - January 3, 2013

Dig­i­tal bill­boards might be a great way to build brand image and sell prod­uct, but the prob­lem is attract­ing and hold­ing the gaze of dri­vers. Researchers at the Swedish National Road and Trans­port Research Insti­tute are grab­bing dri­ver atten­tion far longer than a dan­ger thresh­old that pre­vi­ous stud­ies had iden­ti­fied. The Swedish gov­ern­ment had allowed for post­ing dig­i­tal bill­boards in 2009, but will now be ban­ning them.

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