The effect of digital billboards at intersections on driving performance

The impact on driving performance of digital billboard installations at intersections was evaluated. Lane drift and stopping over the line errors were assessed through video recording of vehicle movements before and after activation of the billboards. While it is very plausible that digital billboards at demanding locations will create enough distraction to negatively affect vehicle control performance, the current evaluation found that, in general, vehicle control performance either improved or was unaffected by the digital billboard’s presence.