Digital billboards, designed to attract attention using static, changing, or moving pictures, are more distracting to drivers than traditional billboards, according to research from the Swedish National Road and Transport Institute and the Karlsruhe Institute of Technology. Researchers recruited 41 drivers to operate an instrumented vehicle on a route that passed four digital billboards on a four-lane, high-traffic roadway in central Stockholm. Tests were conducted in day and night conditions, and visual behavior data were analyzed. Visual distraction-looking at a billboard continuously for more than 2 seconds or looking away from the road for a high percentage of time-was measured, with dependent variables such as eye-tracking measures and driving performance measures.
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