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Government studies the effect of digital billboards on drivers
January 26, 2010
Digital billboards are popping up along Colorado highways, vying for drivers' attention with alluring ads, and that has transportation safety officials concerned, reports the 9news.com (Denver, Colo.). Jerry Miller, an engineer with the CDOT, is cataloging all of the digital signage along the state's highways in preparation for the release of a federal study on driver distraction, which will likely lead to stiffer rules for digital advertising. Since 2006, the Federal Highway Administration has been working on a cutting-edge study, in which a high tech car monitors drivers' eye movements in different situations. The goal is to determine what distracts drivers.Related Media
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