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]
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]
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]
A billboard is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.
Street furniture is a collective term for objects and pieces of equipment installed along streets and roads for various purposes. It includes benches, traffic barriers, bollards, post boxes, phone boxes, streetlamps, traffic lights, traffic signs, bus stops, tram stops, taxi stands, public lavatories, fountains, watering troughs, memorials, public sculptures, and waste receptacles.
Out-of-home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and posters seen while "on the go". It also includes place-based media seen in places such as convenience stores, medical centers, salons, and other brick-and-mortar venues. OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
JCDecaux Group is a multinational corporation based in Neuilly-sur-Seine, near Paris, France, known for its bus-stop advertising systems, billboards, public bicycle rental systems, and street furniture. It is the largest outdoor advertising corporation in the world.
A diverging diamond interchange (DDI), also called a double crossover diamond interchange (DCD), is a subset of diamond interchange in which the opposing directions of travel on the non-freeway road cross each other on either side of the interchange so that traffic crossing the freeway on the overpass or underpass is operating on the opposite driving side from that which is customary for the jurisdiction. The crossovers may employ one-side overpasses or be at-grade and controlled by traffic lights.
Pattison Outdoor Advertising is a Canadian out-of-home advertising company owned by the Jim Pattison Group. According to the Canadian Out-of-Home Measurement Bureau, it was Canada's largest out-of-home advertising company in 2013, holding more than 55% of the national market share in horizontal posters and a 43% market share of all traditional out-of-home media.
Outfront Media, Inc. is one of the largest outdoor media companies. It operates in markets including the United States and Canada. The Americas division is led by chief executive officer Jeremy Male. Outfront Media operates both billboards and transit displays.
A mobile billboard, also known as a "digital billboard truck", is a device used for advertising on the sides of a truck or trailer that is typically mobile. Mobile billboards are a form of transit media; static billboards, and mall/airport advertising fall into this same category. Using a mobile billboard for advertising is an advertising niche called mobile outdoor advertising.
Clearview, also known as Clearview Hwy, is the name of a humanist sans-serif typeface family for guide signs used on roads in the United States, Canada, Indonesia, the Philippines, Israel, Brazil and Sri Lanka. It was developed by independent researchers with the help of the Texas Transportation Institute and the Pennsylvania Transportation Institute, under the supervision of the Federal Highway Administration (FHWA). It was once expected to replace the FHWA typefaces in many applications, although newer studies of its effectiveness have called its benefits into question.
Clear Channel Outdoor Americas, Inc. (CCOA) is an out-of-home (OOH) advertising company based in San Antonio, Texas with operations throughout the U.S. and the Caribbean. CCOA is one of two separate business units operating as part of Clear Channel Outdoor Holdings, Inc. (CCOH). The other business unit, Clear Channel International (CCI), includes Europe, Singapore and Latin America. Globally, both CCOA and CCI employ 5,800 people.
A radar speed sign or speed feedback sign is an interactive sign comprising a speed-measuring device and a message sign generally constructed of a series of LEDs, which displays vehicle speed of approaching motorists. The purpose of radar speed signs is to slow cars down by making drivers aware when they are driving at speeds above the posted limits. They are used as a traffic calming device in addition to or instead of physical devices such as speed bumps and rumble strips.
Wrong-way driving (WWD), also known as contraflow driving, is the act of driving a motor vehicle against the direction of traffic. It can occur on either one- or two-way roads, as well as in parking lots and parking garages, and may be due to driver inattention or impairment, or because of insufficient or confusing road markings or signage, or a driver from a right-hand traffic country being unaccustomed to driving in a left-hand traffic country, and vice versa. People intentionally drive in the wrong direction because they missed an exit, for thrill-seeking, or as a shortcut.
In the United States, highway beautification is the subject of the Highway Beautification Act (HBA), passed in the Senate on September 16, 1965 and in the U.S. House of Representatives on October 8, 1965, and signed by the President Lyndon B. Johnson on October 22, 1965. This created "23 USC 131" or Section 131 of Title 23, United States Code (1965), commonly referred to as "Title I of the Highway Beautification Act of 1965, as Amended", and nicknamed "Lady Bird's Bill." It was the pet project of the First Lady, Lady Bird Johnson, who believed that beauty, and generally clean streets, would make the U.S. a better place to live.
The AAA Foundation for Traffic Safety is a non-profit, charitable organization based in Washington, DC, that is dedicated to saving lives through traffic safety research and education. Since its founding in 1947, the AAA Foundation has sponsored over 200 projects related to highway safety, covering topics such as distracted, impaired, and drowsy driving; road rage; graduated driver licensing; driver's education and training; and pedestrian safety. The AAA Foundation research agenda is centered on four priority areas: Driver behavior and performance, emerging technologies, roadway systems and drivers and vulnerable road users.
A high-occupancy toll lane is a type of traffic lane or roadway that is available to high-occupancy vehicles and other exempt vehicles without charge; other vehicles are required to pay a variable fee that is adjusted in response to demand. Unlike toll roads, drivers have an option to use general purpose lanes, on which a fee is not charged. Express toll lanes, which are less common, operate along similar lines, but do not exempt high-occupancy vehicles.
The Outdoor Media Association (OMA) is the national industry body that represents most of Australia's Out-of-Home (OOH) media display companies and production facilities, as well as some media display asset owners. It was first incorporated in 1939.
The OAAA OBIE Awards is an awards program managed by the Out of Home Advertising Association of America recognizing creativity in the out-of-home advertising (OOH) industry. The name OBIE is derived from the ancient Egyptian obelisk meaning, a tall stone structure used to publicize laws and treaties thousands of years ago. Many historians consider the obelisk as the first true form of advertising.
Mark Boidman is a Media and Tech investment banker and attorney at law, specializing in mergers and acquisitions. He advises companies across Media and Entertainment sectors, including digital media and marketing, retail technology, Pro AV and enterprise software/tech, on M&A and financing transactions.
The Out of Home Advertising Association of America (OAAA) is a trade association representing all out of home (OOH) media formats in the United States.
City of Austin v. Reagan National Advertising of Austin, LLC, 596 U.S. ___ (2022), was a United States Supreme Court case dealing with the application of zoning restrictions on digital billboards in the city of Austin, Texas. In a 6–3 ruling, the Court ruled that the Austin regulation against off-premise digital signs was content-neutral and thus should be reviewed as a facial challenge rather than a strict scrutiny following from the reasoning in Reed v. Town of Gilbert.
[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]
{{cite web}}: |last= has generic name (help)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).
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