Digital billboards abound in Times Square, Manhattan.

A digital billboard is a billboard that displays digital images that are changed by a computer every few seconds.[1] Digital billboards are primarily used for advertising, but they can also serve public service purposes. These are positioned on highly visible, heavy traffic locations such as expressways and major roadways. [2]

History

The first proper billboards were invented in the 1830s by Jared Bell in America. He wanted to advertise a circus and put up a large and colourful billboard in 1835. P.T. Barnum saw the benefits of this advertising medium, and also followed suit. In 2005, the first digital billboards were installed.[3]

Safety concerns

There have been concerns regarding road safety when digital billboards are present. The Federal Highway Administration (FHWA) conducted a study in 2001 to review the effects of electronic billboards (EBBs) on crash rates. According to the FHWA, it appeared that there was no effective technique or method appropriate for evaluating the safety effects of EBBs on driver attention or distraction at that time.[4] More recent and extensive studies have affirmed the negative impact of digital billboards on driver attention.[5][6]

Today 46 states have passed laws permitting digital billboards, compared to approximately 33 in 2007. As of July 1, 2016, the OAAA reports that there are approximately 6,700 digital billboards installed in the U.S., and there are now over 1,000 localities allowing digital billboards. [7]

References

[Krumina, Volberga, L., Ikaunieks, G., & Naumovs, L. (2021). The Development Of Brightness Evaluation Method For Digital Billboards. IOP Conference Series. Materials Science and Engineering, 1202(1), 12035–. https://doi.org/10.1088/1757-899X/1202/1/012035]

  1. ^ Inc., Outdoor Advertising Association of America. "Outdoor Advertising Association of America, Inc. > About OOH > OOH Basics > OOH Media Formats > Digital Billboards". www.oaaa.org. Archived from the original on 2014-02-22. ((cite web)): |last= has generic name (help)
  2. ^ "Digital Billboard Advertising | BM Outdoor Media". bmoutdoor.com. Retrieved 2022-07-13.
  3. ^ "Out of Home Advertising Association of America, Inc. > About OOH > OOH Basics > History of OOH". oaaa.org. Retrieved 2022-07-13.
  4. ^ "Electronic Billboards - Outdoor Advertising Control - Real Estate - FHWA". www.fhwa.dot.gov. Archived from the original on 2010-06-23.
  5. ^ Wachtel, Jerry (2009-04-22). "Safety Impacts of the Emerging Digital Display Technology for Outdoor Advertising Signs" (PDF). Transportation Research Board of the National Academies. National Cooperative Highway Research Program. Archived from the original (PDF) on 2014-03-21. Retrieved 2014-03-21.
  6. ^ "Effects of Outdoor Advertising Displays on Driver Safety" (PDF). California Department of Transportation. Caltrans Division of Research and Innovation. 2012-10-11. Archived from the original (PDF) on 2014-03-21. Retrieved 2014-03-21.
  7. ^ "Looking back: A decade of digital billboards". www.digitalsignagetoday.com. 2016-11-22. Retrieved 2022-07-13.

Fortenberry Jr, J. L., Elrod, J. K., & McGoldrick, P. J. (2010). Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to patients. Journal of Healthcare Management, 55(2).

Categories