Electronic billboard (Digital Signage) installation and the methods of advertisement presentation vary from state to state.
California electronic billboards are restricted from changing displays more often than every four seconds.
In Nevada, full-motion billboards are allowed on the Las Vegas Strip
Georgia forbids electronic billboards that change messages more often than every 10 seconds
Other states set an 8-second minimum between changes.
In Pittsburgh, Council recently passed a law that limits electronic signs to amber text or images on black background. Under that regulation, electronic message boards must be incorporated within traditional signs. They may be no larger than 24 square feet per side, each message must stay in place for at least 15 seconds, and no animation is allowed.
Only four states long ago banned electronic billboards: Maine, Vermont, Hawaii and Alaska
As for safety, the Outdoor Advertising Assn. of America (website) rejects claims that electronic billboards compromise public safety, pointing to a Virginia Tech study that found drivers are not distracted by billboards. The billboard industry, however, paid for the study and carefully avoided any detailed examination of electronic billboards.A much broader study by the Federal Highway Administration's office of real estate services reviewed research on electronic billboards and found mixed evidence about their safety.
A federal study found a widespread lack of understanding of the issue. "Unfortunately, the subject is not well documented," it says. "At this point, it appears there is no effective technique or method appropriate for evaluating the safety effects of electronic billboards on driver attention or distraction."
In a memorandum dated June 12, 1998, the Federal Highway Administration agency ruled: "After careful consideration, we have concluded that such signs using flashing, intermittent or moving lights to display animated or scrolling advertising raise significant highway safety questions because of their potential to be distracting to motorists."
If you are considering a single electronic billboard or a network of billboards, you should first check with your state's current general assembly legislature on electronic signs.
Webpavement has the technology and know-how to help you with your electronic billboard initiatives. We believe up-front due diligence and capital expenditures are worth your effort because the bureaucracy in obtaining the proper permits limit the amount of competition for electronic billboard advertising products.