Commercial Electronic Changeable Message Signs(Digital Billboards)

Peter J. Yauch, P.E.Program Manager, TSM&O

Albeck Gerken, Inc.

TRANSPO 2012

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Billboards

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Commercial Electronic Variable Message Signs (CEVMS)

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Commercial Electronic Variable Message Signs (CEVMS)

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Political Considerations

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Traffic Safety Concerns about CEVMS Driver inattention and driver distraction

Includes texting, cell phone use, adjusting audio devices, interactions with passengers, and outside persons, events, or objects

2006 - NHTSA Study Finding – diversion of eyes from roadway greater than two seconds increased the risk of crash or near-crash involvement

2007 - AASHTO identifies need for research on impacts of CEVMS on traffic safety, initiates study through NCHRP

NHTSA – National Highway Traffic Safety AdministrationAASHTO – American Association of State Highway and Transportation Officials

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Traffic Safety Concerns about CEVMS January 2008 – FHWA study initiated on effect of

CEVMS on driver visual behavior and evaluation of potential risk to traffic safety

April 2009 – NCHRP study completed, identified eleven key criteria related to traffic safety that should be considered in regulations of CEVMS

Late 2010 – Anticipated completion of FHWA study on driver visual behavior

Present – FHWA study status is “delayed”

NCHRP – National Cooperative Highway Research Program

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NCHRP CEVMS Criteria Minimum message

display duration Interval between

successive displays Visual effects between

successive displays Message sequencing Amount of information

displayed Information

presentation

Brightness, Luminance, and Illuminance

Display Luminance in the event of failure

Longitudinal spacing between CEVMS

Placement in relation to traffic control devices and driver decision and action points

Annual operating permits

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Minimum Message Display Duration NCHRP report recommends reducing the

likelihood a driver will be able to read more than a single message Industry desires 6 – 10 seconds per display FDOT allows 6 seconds per display Many local codes required longer durations Safety theory that drivers will be attracted

longer to a changing display to see the “complete” message

Base duration on typical legibility distance (1/4 mile) and speed (55 mph on Federal Aid Highways)

Recommend value of 15 seconds per display, or four messages per minute, for arterial

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Minimum Message Display Duration

Advertising Message 1Advertising Message 2Advertising Message 3Advertising Message 4

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Interval Between Successive Displays NCHRP report recommends keeping the

interval between successive displays at essentially zero Theory that drivers will be attracted to the

changing display to see the “complete” message

Many codes required this to be 2 seconds per change, based on mechanical “Tri-Vision” signs

Industry concurs with recommendation of “essentially zero” seconds

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Interval Between Successive Displays

Advertising Message 1Advertising Message 2Advertising Message 3Advertising Message 4

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Visual Effects Between Successive Displays The NCHRP report recommends prohibiting

visual effects, such as fades and dissolves, between successive displays Theory that the visual effects are “attention

getting” and potentially lead to driver distraction

Not currently addressed in many local codes Industry concurs with prohibition of visual

effects between displays

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Advertising Message 1Advertising Message 2Advertising Message 3Advertising Message 4

Visual Effects Between Successive Displays

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Message Sequencing The report also recommends prohibiting a

series of related messages, or that build upon an earlier message, as a form of animation Theory that drivers will be attracted longer to a

changing display to see the “complete” message

Animation is prohibited by many codes, but Message Sequencing is not defined as Animation

Recommend that successive messages on the same sign be unrelated in terms of thought or product being advertised

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Message Sequencing

DRINKREFRESHINGCOLDORANGE JUICE

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Amount of Information Displayed The NCHRP report recommends requiring

care in message design to prevent driver overload Theory that drivers will be attracted longer to a

“wordy” or “busy” display Not currently addressed in many codes Industry advises that most advertisers know that

quick comprehension of a display is a basic advertising principle

Difficult to regulate – issues with free speech Recommend not addressing in sign code

revisions

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Amount of Information Displayed

Alpha, Baker, Charlie, Delta, Echo, and Frank, LLCAttorneys at Law

Accidents, Wills, Worker’s Comp, Product Liability,Taxes, Real Estate, Criminal Defense, Construction Law,

Eminent Domain, Immigration, and Wrongful Death

Offices in Clearwater, Largo, Pinellas Park, St. Petersburg,Safety Harbor, Belleair Bluffs, Indian Rocks Beach, Tarpon Springs, Palm Harbor, East Lake, Oldsmar,

Gulfport, and Pass-a-Grille

Visit our website at: http://www.AlphaBakerCharlieDeltaEchoandFrank.com

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Information Presentation The report recommends requiring care in

message layout (fonts, colors, contrast, etc.) to prevent driver overload Theory that drivers will be attracted longer to a

“hard to read” display Not currently addressed in most codes Industry advises that most advertisers know that

quick comprehension of a display is a basic advertising principle

Difficult to regulate – issues with free speech Recommend not addressing in sign code

revisions

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Information Presentation

Alpha, Baker, Charlie, Delta, Echo, and Frank, LLCAttorneys at Law

Accidents, Wills, Worker’s Comp, Product Liability,Taxes, Real Estate, Criminal Defense, Construction Law,

Eminent Domain, Immigration, and Wrongful DeathOffices in Clearwater, Largo, Pinellas Park, St. Petersburg, Safety Harbor,

Belleair Bluffs, Indian Rocks Beach, Tarpon Springs, Palm Harbor, East Lake, Oldsmar,Gulfport, and Pass-a-Grille

Visit our website at: http://www.AlphaBakerCharlieDeltaEchoandFrank.com

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Brightness, Luminance and Illuminance Report recommends using different lighting

levels based on surroundings of sign Technology not addressed in many sign code Many agency sign codes often reference light levels

falling on adjacent surfaces Proposed standard of 0.3 foot-candles above ambient lighting

at 100 feet from the sign – easiest to measure Industry generally accepting of 0.3 fc requirement

Alternative light output measure NITs – candelas per square meter – need specialized light

meter 300 – 350 NITs suggested by industry

Sign should be required to have ambient light sensors to adjust light output based on conditions

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Display Luminance in Event of Sensor Failure Related to last issue, the report

recommends a back-up system to dim a sign should the ambient light sensor fail Technology not addressed in most sign codes Described as standard practice by outdoor

advertising companies – a time-of-day system that can override ambient light sensors

Industry generally accepting of these requirements

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Longitudinal Spacing Between CEVMS The NHTSA report expressed concerns

about multiple signs being visible from a single location on the roadway Theory that multiple signs increase driver

distraction and overload Also a concern of scenic preservation groups

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Placement with Relation to Traffic Control Devices and Driver Decision and Action Points

The FHWA study was anticipated to provide additional input into this recommendation Advertising signs should not obscure or detract

from required traffic control devices Recommend a review for potential traffic control

device conflicts as part of site review process

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Sign facing eastbound

traffic

Tyrone Blvd at Park Street, Pinellas Co.

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Tyrone Blvd at Park Street, Pinellas Co.

Location experienced an increase in the number of night-time, rear-end and sideswipe crashes on the eastbound approach since this sign was installed. However, insufficient data to relate this increase to sign’s operation..

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Public Service Applications

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What’s Next?

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Technology is here to stay

The Fifth Element (1999)