2020 Abstracts – Policy & Practice Stream

September 5, 2019   |   Categories:

2020 Policy and Practice Abstracts/Papers

Title of Abstract

Advertising on Electronic Message Signs, Recommending Minimum Frame Duration on Digital & Projected Advertising Displays (DPADs)

Context

The link between driver distraction and road traffic collisions is well established but current guidelines are vague with regards to the specification of minimum frame duration, on DPADs; with little consideration given to the physical size of the advertising display or to the legible reading distance. The lack of clarity is a source of friction between the advertising industry and road authorities; where the former has a commercial interest in increasing the refresh rate whilst the later has a responsibility to reduce driver distraction.

Objectives

Provide clarity and consistency to the advertising industry, and to City Planners/Engineers, when considering the installation of an electronic display adjacent to a public road. The process/guidelines allow the advertising industry to make informed decisions about the merits of using a digital display, versus a fixed frame display, and on the size of the display being considered. This process, and the clarification it provides, reduces the need to perform time-consuming calculations, and the likelihood of expensive appeal meetings.

Target Group

The program is aimed at helping City employees (Engineers and Planners) and private developers during the design/development process.

Activity(ies)

Using a combination of established signing standards, research into best practice and on road trials, the City of Grande Prairie developed and implemented design guidelines that are used to identify the recommended minimum frame duration of advertisements, depending upon the size of the display, the legible reading distance and the approach speed of vehicles. Before implementing the guidelines City Engineers and Planers discussed and agreed the rational, with representatives from the advertising industry, which were then approved by Council and adopted in the City’s Land Use Bylaw. The City’s approach helps private industry and Road Safety Engineers make informed decisions and expedite the approvals process.

Deliverables

The City developed a tool to help quickly determine the minimum frame duration of advertisements displayed on electronic displays, based on size of display, legible reading distance and vehicle speed.
The tool created a framework that was incorporated into the City Bylaw, to help improve transparency into the decision making process, and consistency within the City.
The approach highlighted the importance of working with the signing industry in agreeing a new procedure. However, the framework does not resolve all existing problems the City is experiencing, particularly with regards to digital displays that were approved before the framework was adopted. Furthermore, the existing framework/procedure does not give much allowance for the possibility of changing the framework as a consequence of future research – these issues were identified, during the development of the procedure/framework, but were considered too restrictive at the present time.

What do you intend to be your final submission? Full Paper

What Topic does your paper relate to? Policy and Program Development