A field study on the effects of digital billboards on glance behavior during highway driving.

Developments in lighting technologies have allowed more dynamic digital billboards in locations visible from the roadway. Decades of laboratory research have shown that rapidly changing or moving stimuli presented in peripheral vision tends to 'capture' covert attention. We report naturalistic glance and driving behavior of a large sample of drivers who were exposed to two digital billboards on a segment of highway largely free from extraneous signage. Results show a significant shift in the number and length of glances toward the billboards and an increased percentage of time glancing off road in their presence. Findings were particularly evident at the time the billboards transitioned between advertisements. Since rapidly changing stimuli are difficult to ignore, the planned increase in episodically changing digital displays near the roadway may be argued to be a potential safety concern. The impact of digital billboards on driver safety and the need for continued research are discussed.