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.