LED & Video Display Signs: The Next Frontier for Sign Codes

Marya Morris, AICP

April 25, 2009

Electronic / Digital Sign Types and Technologies

Old School Changeable Copy

Electronic Message Centers

Animated

Static

Intermittent

Tri-Vision & Electronic Static Display

Tri-Vision Static

Displays

Video LED Billboards

Video LED Billboards

Digital/Programmable Ink

1978: Highway Beautification Act co-opted by billboard industry to require cash payment for billboard removal.

2007: FHwA further circumvented the law by allowing digital billboards along federal highways pending a current study

They are Supposed to Distract Drivers

Model: AlphaEclipse Excite 35mmThe AlphaEclipse Excite 35 is designed to provide the ultimate outdoor advertising experience. The 35mm pitch produces a dominant, outdoor full color, full motion LED digital sign for higher speed roads around town, for highly elevated locations, or for highway installations that cannot be ignored.

Research on Electronic/Video Signs and Traffic Safety

Research Summary • Smiley, Univ. of Toronto (2001)

– Video signs in direct line of sight are very distracting

• Wallace (2003)– Signs can distract drivers even if they are watching the road;

billboards are distracting in both cluttered and uncluttered areas; exact reason for driver distraction usually goes unreported.

• Beijer & Smiley, University of Toronto (2004)– Drivers make twice as many and longer glances at video signs

• Texas Transportation Institute (2005)– Flashing messages are more distracting, less comprehensible, and require

more reading time

• WisDOT/CTC (2006)– Visually complex locations, e.g., intersections, compound the

distraction problem

Research Summary continued

Non-peer-reviewed, billboard industry funded studies that have been debunked:

Tantala, Albert Martin Sr., and Michael Walter Tantala, Tantala Associates. 2007. “A Study of the Relationship between Digital Billboards and Traffic Safety in Cuyahoga County, Ohio.” July 7.

Lee, Suzanne E. et al. 2007. “Driving Performance and Digital Billboards: Final Report.” Virginia Tech Transportation Institute Center for Automotive Safety Research. March 22.

Both studies were paid for by the Foundation for Outdoor Advertising Research and Education.

Driver Distraction #1 Cause of Crashes

Causal Category Percentage of Drivers Contributing to Causation

Driver Distraction 22.7

Vehicle Speed 18.7

Alcohol Impairment 18.2

Perceptual Errors 15.1

Decision Errors 10.1

Incapacitation 6.4

Other 8.8

Source: National Highway Traffic Safety Administration, 2001; 2006.

Specific Distraction: % of Drivers Outside person, object or event 29.4

Adjusting radio, cassette 11.4

Other occupant in vehicle 10.9

Moving object in vehicle 4.4

Other device in vehicle 2.9

Adjusting vehicle/temp 2.8

Eating or drinking 1.7

Dialing/using cell phone 1.5

Smoking 0.9

Other distraction 25.9

Unknown distraction 8.6

100%

Zeigarnik Effect

Potential effects of video signs and EMCs on drivers:

• Scrolling messages require viewers to concentrate; how long depends on size, resolution, length of the message

• Sequences of images or messages that tell a story may capture driver’s attention for the duration.

• Anticipation of a new image appearing may distract driver, who feels compelled to wait for the change.

Source: G. Wachtel, The Veridian Group, “Video Signs in Seattle – Final Report.” 2001.

Rationale for Stringent Regulations

• Basic zoning police power: Protect the public health, safety, morals and general welfare

– Health and safety = safe streets, safe driving– Morals = prohibit public display of obscene or

offensive language/images or illegal activity– General welfare = community appearance,

aesthetics, economics, and property values

• Practical objective: Address cumulative impacts of a proliferation of digital signs

Sign Code Standards Universal to All Sign Types

• Sign type• Definitions • Zoning districts• Placement &

orientation– Distance from R

districts, schools

• Height• Sign area• Illumination method

Credit: Scenic America

Sign Code Standards Specific to Video/EMC Signs

• Color– EMCs use amber – video uses ≥ 16 million

• Text limit (rarely applied)– Number of words, objects

• Brightness– E.g., 5000 nits daylight; 500 at night

• Movement– Prohibit flashing, strobing, racing

• Setbacks– From ROW, lot line, R districts

Sign Code Standards Specific to Video/EMC Signs

• Operation mode– Static display with lengthy minimum duration

Simulated animation (lower tech EMCs)

– Video display

• Spacing– Minimum separation from similar signs

• Duration– Minimum in seconds, hours, days

– Maximum in seconds for a video “story”

– One image transition during time sign visible

to driver traveling at the operational speed.

• Audio or pyrotechnics– Don’t even think about it

Code Amendment Checklist• Add a list of findings to the ordinance • Prohibit this sign type entirely, OR limit them to

major commercial districts • Limit size; LED portion of on-premise sign face• Control placement, orientation, and spacing• Limit flashing, animation, or video action• Impose minimum & maximum duration of

message• Require dimmer control, cap allowable

brightness• “Cap and Trade”

Examples of Findings

• Signs have a direct impact on and relationship to the image of the community

• The location, maintenance, manner of installation of signs affects the public health, safety, welfare and aesthetics of the community

• Businesses and institutions need visibility • The safety of motorists, cyclists, pedestrians is affected by

signs that divert the attention of drivers• Uncontrolled and unlimited signs adversely impact the image

and aesthetic attractiveness of the community and thereby undermine economic value and growth

• Noncommercial opinions must be allowed in any zoning district, subject to reasonable restrictions on size, height, location and number