Controversy over research into digital signage, DOT, and commercial service providers (from SmartBrief)

By clair  |  News

In a recent letter posted to the Web, according to Smart Brief the “ISA contends that the research being conducted by the Federal Highway Administration (FHWA) is biased against digital signs, uninformed as to the differences between digital billboards and on-premise EMCs, and exclusionary in leaving the on-premise sign industry entirely out of the process.”

The Department of Transportation Web site has posted materials on signage: “The Possible Effects of Commercial Electronic Variable Message Signs (CEVMS) on Driving Safety – Phase 1.”

In this document, the DOT states, “The advent of new electronic billboard technologies, in particular the digital Light-Emitting Diode (LED) billboard, has necessitated a reevaluation of current legislation and regulation for controlling outdoor advertising. In this case, one of the concerns is possible driver distraction.”

Read the SmartBrief summary of the controversy here:

Read the DOT paper here:

The letter from to the DOT is posted here: