Welcome to the North American Subaru Impreza Owners Club Sunday April 20, 2014
Home Forums WikiNASIOC Products Store Modifications Upgrade Garage
NASIOC
Here you can view your subscribed threads, work with private messages and edit your profile and preferences Home Registration is free! Visit the NASIOC Store NASIOC Rules Search Find other members Frequently Asked Questions Calendar Archive NASIOC Upgrade Garage Logout
Go Back   NASIOC > NASIOC General > News & Rumors > Non-Subaru News & Rumors

Welcome to NASIOC - The world's largest online community for Subaru enthusiasts!
Welcome to the NASIOC.com Subaru forum.

You are currently viewing our forum as a guest, which gives you limited access to view most discussions and access our other features. By joining our community, free of charge, you will have access to post topics, communicate privately with other members (PM), respond to polls, upload content and access many other special features. Registration is free, fast and simple, so please join our community today!

If you have any problems with the registration process or your account login, please contact us.
* Registered users of the site do not see these ads.
Reply
 
Thread Tools Display Modes
Old 03-02-2010, 09:18 AM   #1
AVANTI R5
Scooby Guru
 
Member#: 73805
Join Date: Nov 2004
Default Digital Billboards, Diversions Drivers Can’t Escape


Digital billboards puncture the night sky along I-75 in Detroit and can be seen from great distances. Safety advocates say the signs can distract motorists, much like cellphones and P.D.A.’s, and possibly contribute to traffic accidents.





Quote:
Safety advocates who worry about the dangers of distracted driving have a new concern beyond cellphones and gadget-laden dashboards: digital roadside billboards.

These high-tech billboards marry the glow of Times Square with the immediacy of the Internet. Images change every six to eight seconds, so advertisers can flash timely messages — like the latest headlines, coffee deals at dawn, a cheeseburger at lunchtime or even the song playing on a radio station at that moment.

The billboard industry asserts there is no research indicating they cause crashes, and notes that the signs do not use video or animation.

But to critics, these ever-changing, bright billboards are “television on a stick” and give drivers, many of them already calling and texting, yet another reason to take their eyes off the road.

Abby Dart, executive director of Scenic Michigan, a nonprofit group trying to block construction of new digital billboards in the state, calls the signs “weapons of mass distraction” and says they can be more dangerous than phones.

“You can turn off your phone,” she said. “The billboard gets your attention whether you want to give it or not.”
Last Thursday, Michigan lawmakers held hearings on legislation, the first of its kind, that would impose a two-year moratorium on the construction of new billboards.

Minnesota’s legislature is scheduled to hold hearings this month on a similar moratorium. As digital billboards begin to pop up around the country, questions about whether to regulate the emerging technology are being asked in other states as well, and by federal officials.

The Federal Highway Administration has been conducting a study, which it says will be completed this summer, that uses eye-trackers inside cars to see whether drivers who have volunteered for the study look at the digital billboards, and for how long. The agency also has organized a tour this spring to take researchers to various cities around the world to study how other nations are regulating digital billboards.

In the United States, only about 2,000 of the nation’s 450,000 billboards are digitized, but the industry expects there to be tens of thousands of them, as many as 15 percent of its overall inventory.

The signs are typically used in busy traffic areas, where advertisers are willing to pay a premium for them. A digital billboard costs $250,000 to $300,000, roughly half what it did five years ago, but much more than the $5,000 to $50,000 for a traditional billboard.

Space on the digital signs fetches a premium in part because up to six advertisers can share a single location. Traditional billboards fetch a wide range of monthly rents (from $1,000 to $5,000 depending on location and audience) and the digital versions cost the same or a bit more, but the industry benefits by selling that space at that price to more than one advertiser.

Rather than settling the matter, existing research about digital billboards leaves room for debate on the danger.
One 2007 study, from the Virginia Tech Transportation Institute, which used in-car cameras to study motorists, found that digital billboards did not change driver behavior more than ordinary billboards.

But critics note that the study was financed by the billboard industry and that it was found to be biased by reviewers who rejected it for publication in 2008 by the Transportation Research Board, a Congressionally chartered agency.

Even the researcher who led the Virginia Tech institute project, Suzanne Lee, while defending her science as sound, said that the potential for drivers to be distracted by the new billboards — and digital signs that use video and animation — should be investigated further.

“If we don’t study this, and get on top of it right now while the capabilities are expanding, every roadway will be filled with flashing lights and video,” said Ms. Lee.

For decades, the Federal Highway Administration has provided regulations to states governing free-standing billboards that prohibit them from having “flashing, intermittent or moving light or lights.”


But in 2007, the agency ruled that the free-standing digital billboards did not violate the rule and recommended, among other guidelines, that ads on those billboards stay in place at least four seconds and that they not be “unreasonably bright".

Last week, the Georgetown Institute for Public Representation, a public interest law group, filed a petition with the highway administration asking it to reverse the earlier decision, which would have the effect of banning new digital billboards that include flashing, intermittent or moving lights, and requiring the dismantling of existing ones.

The billboard industry argues that the new signs are part of a larger technological and economic shift to a paperless society (no more crews hoisting and removing ads from billboards) and that they give advertisers more flexibility.

Marketing materials published last year by Clear Channel, one of the nation’s biggest billboard companies, say the digital billboards are, among other things, ideal for posting game scores by advertisers like radio stations and sports bars. News organizations can also use them — “as the Web site headline changes, so does the digital billboard,” the materials say.

”It’s a very flexible, very responsible medium and very impactful,” said Ron Cooper, chief executive of Clear Channel Outdoor, which has 450 digital billboards and plans to add 150 more this year. Big corporations that have used them include ABC, AT&T, Coca-Cola, McDonald’s, General Mills, Ford and Verizon. “Consumers report seeing it, remembering the brand, remembering the advertisers.”

He and others in the industry say they have been careful to make the signs memorable but not distracting. They say the “television on a stick” label is an exaggeration.

“It’s a slide projector — it shows one image after the next,” said Bill Ripp, a vice president who oversees digital billboards for Lamar Advertising, another large billboard company. “We were as concerned as anybody. We wouldn’t want to cause danger.”

The industry has found an ally in some crime-fighting groups and agencies, including the Federal Bureau of Investigation and the National Center for Missing and Exploited Children, which use the new signs to broadcast images of fugitives or of abducted children.

“We’ve had moms grab their sons by the ear and drag them right down to the sheriff’s office because they were embarrassed to see the son on the billboard,” said Bart Dexter, coordinator of the Michigan Crime Stoppers organization, who opposes the Michigan moratorium.

Ms. Dart, from Scenic Michigan, said the potential driver distraction outweighs any help the signs may provide in catching fugitives.

Rebekah Warren, a Democratic state representative from Ann Arbor, who proposed the moratorium, said the bill reflected broader concerns that legislators around the country had about distracted driving. In December, the Michigan House of Representatives passed legislation banning motorists from texting, something its Senate now is considering.

“We are moving so quickly into this digital age,” said Ms. Warren. “We are being cautious in state legislatures around the country on how we keep drivers focused on the road.”

http://www.nytimes.com/2010/03/02/te...er=rss&emc=rss
* Registered users of the site do not see these ads.
AVANTI R5 is offline   Reply With Quote
Old 03-02-2010, 09:48 AM   #2
registering
Scooby Specialist
 
Member#: 89332
Join Date: Jun 2005
Location: Florida
Vehicle:
2007 Miata
Silver

Default

The whole "think of the children" angle makes me sick, but digital billboards ARE extremely distracting and are safety issues. I have no problem with them, but there should be limits on brightness ("reasonable" doesn't cut it), and change maybe once per minute at most, not every 4 seconds. Sadly none of this will happen, and we'll soon have times square following us as we drive cross country.
registering is offline   Reply With Quote
Old 03-02-2010, 09:55 AM   #3
RichM
Scooby Newbie
 
Member#: 211092
Join Date: May 2009
Vehicle:
2011 OBS

Default

What I don't like about them is they are TO F*&KING BRIGHT.
When I can read the paper sitting on my passenger seat, during my 5am commute by the light these things give off it's to bright.

As if oncoming traffic with mis-adjusted headlight or high beams on wasn't bad enough on rural roads.

Most municipalities have ordinances regarding how bright lights can be, but few enforce them.
RichM is offline   Reply With Quote
Old 03-02-2010, 10:00 AM   #4
Tim-H
Scooby Specialist
 
Member#: 65751
Join Date: Jul 2004
Chapter/Region: NWIC
Location: Redmond, WA
Vehicle:
'10 VULVA

Default

The animated ones are annoying as well. Combine the brightness at night with an obnoxious animated ad, I feel like I'm going to have an epileptic seizure.
Tim-H is offline   Reply With Quote
Old 03-02-2010, 10:29 AM   #5
Indocti Discant
Scooby Specialist
 
Member#: 138000
Join Date: Jan 2007
Chapter/Region: BAIC
Location: et ament meminisse periti
Vehicle:
SF Teri Ma

Default

Quote:
Originally Posted by RichM View Post
What I don't like about them is they are TO F*&KING BRIGHT.
.
you should try and deal with the ones on the sides of the MTA buses here...

they blind you from a 100 feet away through tinted glass.
Indocti Discant is offline   Reply With Quote
Old 03-02-2010, 10:35 AM   #6
Yotsuya
Scooby Guru
 
Member#: 935
Join Date: Feb 2000
Chapter/Region: MWSOC
Location: ಠ_ಠ
Vehicle:
Jack Soo Fan Club

Default

Quote:
Originally Posted by owace View Post
you should try and deal with the ones on the sides of the MTA buses here...

they blind you from a 100 feet away through tinted glass.
Same with Chicago, though they seem to only be used downtown.
Yotsuya is offline   Reply With Quote
Old 03-02-2010, 01:23 PM   #7
thestig2284
Scooby Newbie
 
Member#: 200517
Join Date: Jan 2009
Location: Saskatoon Saskatchewan
Vehicle:
09 Subaru WRX
WRB

Default

Quote:
Safety advocates say the signs can distract motorists
..isn't this the whole point of billboards? But seriously they are way too bright. I feel like a bug go towards the zapper.
thestig2284 is offline   Reply With Quote
Old 03-02-2010, 01:49 PM   #8
Rootus
Scooby Specialist
 
Member#: 89821
Join Date: Jun 2005
Location: A Series Of Toobs
Default

Quote:
Originally Posted by thestig2284 View Post
..isn't this the whole point of billboards?
Good point. I think we should ban billboards altogether.

/yeah, really
Rootus is offline   Reply With Quote
Old 03-02-2010, 02:18 PM   #9
left footed whooten
Scooby Specialist
 
Member#: 44652
Join Date: Oct 2003
Chapter/Region: BAIC
Location: Truckee, CA
Vehicle:
06 Eastern Sierra
Assault Wagon

Default

Seriously, the ones for the casinos next to I80 are so bright I cant believe its legal. Explode them.
left footed whooten is offline   Reply With Quote
Reply

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Forum Jump

Similar Threads
Thread Thread Starter Forum Replies Last Post
Bus drivers can kiss my left... Sephro Off-Topic 26 01-03-2007 11:08 AM
analog to digital VSS converter? where can I get one? scobaru Electrical & Lighting 1 04-24-2005 05:39 PM
How long can Keif escape the Immigration Authorities? SubEd Off-Topic 3 06-05-2004 09:42 AM
Why spend 3-digits on a Catch Can? metoo Factory 2.5L Turbo Powertrain 3 11-22-2003 04:27 PM
Even Civic drivers can spot rice jImp General Forum Archive 14 09-09-2000 03:20 PM


All times are GMT -4. The time now is 08:36 AM.


Powered by vBulletin® Version 3.7.0
Copyright ©2000 - 2014, Jelsoft Enterprises Ltd.
Powered by Searchlight © 2014 Axivo Inc.
Copyright ©1999 - 2014, North American Subaru Impreza Owners Club, Inc.