Traffic Safety Research
Traffic safety experts say that digital billboards are not linked with accidents. First, driver behavior is not significantly impacted by digital billboards, according to the Virginia Tech Transportation Institute (VTTI). Second, an exhaustive study of accident data showed that "digital billboards have no statistical relationship with the occurrence of accidents." (Tantala Associates, 2007)
Government-sponsored research says that brief glances away from the forward roadway for the purpose of scanning the driving environment are safe and actually decrease crash risks (National Highway Traffic Safety Administration, 2006). The typical glance toward a digital billboard is less than one second, according to experts at VTTI (2007).
"Digital billboards are considered safety-neutral in design and operations from a human factors perspective," said VTTI.
A Study of the Relationship Between Digital Billboards and Traffic Safety in Cuyahoga County, Ohio; Tantala Associates, Philadelphia, 2007
Driving Performance and Digital Billboards, Virginia Tech Transportation Institute, 2007
