Digital Advertising Billboards and Driver Distraction, USDOT

This project will involve an objective examination of the relationship between the presence of digital billboards and traffic safety. Specifically, the project will accomplish the following objectives:

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