Possible link between electronic billboards and highway crashes
A new study published in Traffic Injury Prevention has found that drivers take more and longer glances at electronic billboards than regular signs, indicating a possible link between these digital signs and highway crashes. Eye-grabbing, electronic signs replacing traditional billboards along highways are meant to attract and keep the attention of passersby with bright colors and constantly changing messages. The ramifications for traffic safety have been long debated, and this study provides scientific evidence previously lacking. The study used sophisticated eye-tracking devices to