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There are more impromptu remarks about the digital billboards and longer looks in their direction, suggesting that people are paying more attention to them than to baseline sites and traditional billboards. The comparative events yielded very comparable outcomes to the digital billboards, with 25% of the signs having digital components. After the motorist has glanced in that direction, it seems as though there is a feature of the digital billboards and comparative events that captures their interest. This is most likely the outcome of these signs’ inherent brightness, which is evident even during the day.
Given that the messages on the digital billboards change on a regular basis, drivers could have continued to look at them for longer in an attempt to see the next message. The nighttime results were quite comparable to the daytime ones, although being exploratory in nature. There were signs of poor driving performance for comparison events and digital billboards. From the standpoint of human factors, these specific LED billboards were deemed to be safety-neutral in their design and operation because they changed only once every eight seconds, did so instantly without the use of special effects or videos, resembled traditional billboards in appearance, and had a reduced brightness at night.
Hence, it is highly probable that variations in driver behavior and performance would also be linked to digital signs with video, movement, higher brightness, shorter on-message durations, longer transition periods, and special effects. Regarding the ultimate safety of digital billboards, no judgments can be made due to the absence of collision causation data. Digital billboards can cause detectable changes in driver performance, however these variations are frequently comparable to those brought on by regular driving conditions, such as on-premises signage at companies.
In terms of driving behavior and performance, conventional billboards were demonstrated to be quite comparable to baseline and comparative events in both the present study and the Charlotte study. As a result, digital billboard designs should strive to be as similar to conventional billboard designs as feasible.
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