Study confirms digital signage no more distracting than standard signage

Traffic jam in flooded highway cause rainA January 2014 study confirmed what many in the digital-display industry already suspected. As it turns out digital signage is not significantly more distracting to drivers than traditional signage.

The U.S. Department of Transportation researched the impact of digital billboards on drivers. The question was one of no small import as the issue has been heavily debated in many municipalities around the U.S.

As it turns out, a survey of drivers in Richmond, Va., and Redding, Calif. revealed only a minuscule difference among subjects who gazed at digital billboards versus those who looked at non-digital erected signs. Researchers expected to see drivers more likely to be distracted by digital signage than when passing by traditional signage. What the researchers found instead was a difference of “379 milliseconds, compared to 335 milliseconds for standard signs.”

The study is highly significant as many communities have embraced digital signage as a high-impact marketing method along traffic routes. The study confirms digital signage as a marketing medium does not significantly distract drivers any more than traditional brick-and-mortar signage.

On the other side of the equation, the benefits of digital signage far outweigh traditional signage, because the messaging system is programmable. Before digital signage, merchants had to change signage messaging via ladders or bucket trucks.

Digital signage have proven its immense marketing power, both in-store and in outdoor-settings. Maybe it’s time to consider upgrading your digital signage as the technology just gets better all the time!

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