A study commissioned by the Foundation for Outdoor Advertising Research concludes that digital billboards do not pose a safety threat to drivers. The study centered on Rochester, New York and echoed
findings from a 2007 study of digital boards in Cleveland, Ohio.
The report analyzed Rochester Police data from about 18,000 traffic accidents over a five-year period and found that
digital billboards had no statistically significant relationship with the occurrence of accidents. In fact, accidents actually decreased 4% within a half-mile mile of the digital boards.
The study is designed to assure local governments that accepting digital boards will not lead to a safety hazard. Over the past three years, outdoor media companies have rolled out hundreds of
billboards in which rotating ads are displayed as static images for about 8 seconds each.
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