Digital Research Affirms Digital Billboards are Not Distracting to Drivers

July 8, 2016

Eye-tracking research in Australia validates US research that shows digital billboards are not distracting to drivers. The Outdoor Media Association of Australia has created a video presentation that summarizes the results of this research. You can watch the video here. 

Here are some key conclusions from this eye-tracking study:

  • Digital billboards do not draw drivers’ attention away from the road for dangerously long periods
  • Eye glances (“fixations”) were similar when on-premise signs were present compared to billboards

The Australian study was based on 29 drivers fitted with eye-tracking glasses who drove an instrumented vehicle in Brisbane.

Click here to read the report.