The dark, misty highway made the digital boards hard to ignore. They are also visible from a greater distance. You notice them sooner. Which of course is the point of outdoor advertising. But I thought, this seems like another form of distracted driving.
A Swedish study has found that drivers take long gazes at electronic billboards, possibly raising the risk of highway crashes. The new research has put the U.S. billboard industry into a defensive mode. In an effort to dismiss the findings, the industry’s top trade group quickly cited an unpublished U.S. government study to argue that the electronic displays pose no traffic safety hazard.