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

Static

Animated

Intermittent
 Tri-Vision &
Electronic Static Display
Static
Tri-Vision 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 35mm

The 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
Credit: Scenic America
• Illumination method
 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