Digital Advertising Billboards and Driver Distraction

Project Description: 

The project will study the issue of digital advertising billboards and driver distraction and will determine the correlation between the presence of digital billboards and traffic safety through literature review, crash data analysis, driver survey, empirical study using a driving simulator, and statistical analysis. To meet the project objectives that research team plans to perform:

  • State-of-Practice-Synthesis: Summarize findings from existing studies on digital billboards and driver distraction and review methodologies used for the study of distraction due to digital billboard presence
  • Epidemiological Study: Analyze crash records from the states of Alabama and Florida and utilize appropriate statistical methods to examine the correlation between crash location occurrence and proximity to billboards
  • Survey of Road Users: Develop a questionnaire survey and use it to collect data on road users’ perceptions and attitudes related to electronic and static billboards
  • Driving Simulator Study: Design and conduct an experiment using a driving simulator with representative driver samples in various roadway settings with and without the presence of digital billboards.

Final Report

Digital Advertising Billboards and Driver Distraction

Presentations:

  1. “Investigation of the Potential Relationship between Crash Occurrence and the Presence of Digital Advertising Billboards in Alabama and Florida”, presented at the 2014 UTC Conference for the Southeastern Region in Atlanta, Georgia, March 24-25, 2014.
  2. "Measurement of cognitive distraction in drivers across the lifespan", presented at the 2014 Association for Psychological Science Annual Convention in San Francisco, California, May 22-25, 2014.
  3. “Perceived and Real Impacts of Digital Advertising Billboards on Driving Performance”, presented at the 5th International Conference on Applied Human Factors and Ergonomics (AHFE 2014), in Kraków, Poland, July19 - 23, 2014.
  4. "The effects of billboard content on the distractibility of drivers across the lifespan", presented at the 2014 UTC Conference for the Southeastern Region in Atlanta, Georgia, March 24-25, 2014.
  5. “Traffic Safety Impacts of Digital Roadside Advertising in Alabama and Florida”, presented at the 2014 UTC Conference for the Southeastern Region in Atlanta, Georgia, March 24-25, 2014.

Project Information Forms:

  1. January 2013
  2. July 2013
  3. January 2014
  4. July 2014

Publications:

  1. Decker, J.S., Stannard, S.J., McManus, B., Wittig, S.M.O., Sisiopiku, V.P., and Stavrinos, D. (2014). "The Impact of Billboards on Drivers' Visual Attention: A Systematic Literature Review", Traffic Injury Prevention, Vol. 16, Issue 3, pp. 234-239.  
  2. Decker, J.S., Stannard, S.J., McManus, B., Wittig, S.M.O., Sisiopiku, V.P., and Stavrinos, D. (2014). The Impact of Billboards on Drivers' Visual Attention: A Systematic Literature Review, Traffic Injury Prevention, Vol. 15, No 7, in press.
  3. Sisiopiku, V., Islam, M., Wittig, S., and Stavrinos, D. (2014). “Perceived and Real Impacts of Digital Advertising Billboards on Driving Performance”, Proceedings of the 5th International Conference on Applied Human Factors and Ergonomics, Krakow, Poland, pp. 408-420.
  4. Sisiopiku, V.P., Hester, D., Gan, A., Stavrinos, D., and Sullivan, A. (2013).  “Roadside Advertising and Traffic Safety”, 3rd Annual International Conference on Civil Engineering, ATINER’s Conference Paper Series, No: CIV2013-0489, Athens, Greece.
  5. Sisiopiku, V.P., Islam, Md. M., and Sullivan, A. (2014). "Traffic Safety Risks from Digital Advertising Billboards in Alabama", International Journal of Engineering Research and Development, Vol. 10, Issue 11, November 2014, pp. 30-36.
Images: 
Principal Investigator(s): 
Sisiopiku, Virginia
Principal Investigator(s) Contact Information: 
Civil, Construction, and Environmental Engineering University of Alabama at Birmingham (UAB) 1075 13th Street South, Hoehn 311 Birmingham, AL 35294-4440 Phone: 205-934-9912; FAX: 205-934-9855 E-mail: vsisiopi@uab.edu
University(ies): 
University of Alabama at Birmingham
Start and End Dates: 
10/4/2012 - 12/31/14
Topic: 
Safety

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