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DIGITAL BILLBOARDS

New Developments in Outdoor Advertising. DIGITAL BILLBOARDS. Joyce Musick, Outdoor Advertising Manager Missouri Department of Transportation. Federal-Aid Highway Act of 1958. First federal government attempt to control outdoor advertising signs adjacent to the Interstate System.

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DIGITAL BILLBOARDS

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  1. New Developments in Outdoor Advertising DIGITAL BILLBOARDS Joyce Musick, Outdoor Advertising Manager Missouri Department of Transportation

  2. Federal-Aid Highway Act of 1958 • First federal government attempt to control outdoor advertising signs adjacent to the Interstate System. • Established a voluntary Bonus Program to control outdoor advertising signs within 660 feet of the Interstate. • Provided a monetary incentive to the States of ½ of 1 percent of the construction cost of Interstate highways.

  3. California Colorado Connecticut Delaware Hawaii Illinois Iowa Kentucky Maine Maryland Nebraska New Hampshire New Jersey New York Pennsylvania Ohio Oregon Vermont Virginia West Virginia Rhode Island Wisconsin Washington Bonus States

  4. Highway Beautification Act of 1965 • Mandated state compliance • Included the primary system as well as the interstate system • Failure of states to provide effective control could result in a ten percent penalty of state’s annual federal –aid highway apportionment

  5. Code of Federal Regulations §750.108 (c) No sign may be permitted which contains, includes or is illuminated by any flashing, intermittent or moving light or lights. (d) No lighting may be permitted to be used in any way in connection with any sign unless it is so effectively shielded as to prevent beams or rays of light from being directed at any portion of the main traveled way of the Interstate System, or is of such low intensity or brilliance as not to cause glare or to impair the vision of the driver of any motor vehicle, or to otherwise interfere with any driver’s operation of a motor vehicle. (e) No sign may be permitted which moves or has any animated or moving parts. http://edocket.access.gpo.gov/cfr_2009/aprqtr/pdf/23cfr750.108.pdf

  6. On-Premises vs. Off-Premises CFR 750.709(a) A sign which consists solely of the name of the establishment or which identifies the establishments principal or accessory products or services offered on the property is an on-property sign. Any sign not meeting this definition may be subject to outdoor advertising rules and regulations. http://edocket.access.gpo.gov/cfr_2009/aprqtr/pdf/23cfr750.709.pdf

  7. FHWA GuidanceOff-Premise Changeable Message SignsSeptember 25, 2007 Changeable message signs, including digital/LED display CEVMS, are acceptable for conforming off-premise signs if found to be consistent with the Federal State Agreement and with acceptable & approved State regulations, policies & procedures. http://nahba.org/libraryresources/federalmemos/cevms/memo1.pdf

  8. Off-Premises

  9. On-Premises

  10. Missouri CEVMS Regulations 7 CSR 10-6.040(6) • The static display time for each message is a minimum of eight (8) seconds; • The time to completely change from one message to the next is a maximum of two (2) seconds; • The change of message must occur simultaneously for the entire sign face; • Any such sign shall be designed such that the sign will freeze in one position if a malfunction occurs; • The image does not flash or flicker; • No projected image(s) or message(s) shall appear to more or be animated. http://modot.org/business/Outdoor_Advertising/documents/ODAbooklet_andcoverfori-nets.pdf

  11. Digital Billboards in Missouri

  12. Age of Digital Advertising

  13. “Eighty-three percent of those who noticed the digital billboards recalled at least one of the nine advertisements currently running and sixty-five percent of viewers recalled at least two.” ~ Digital Billboard Report: Cleveland Case Study Conducted by Arbitron Inc. on behalf of OAAA

  14. In fact, old is being made new. Some advertisers are spending $300,000 to $500,000 on new digital billboards that often are shared by advertisers who rotate their ads and divvy up the cost. They can change daily, hourly or by the minute at little cost.

  15. Opposition of Digital Advertising

  16. “We call them weapons of mass destruction. If you are distracted and looking at the billboard, then you are not looking at the road.” ~Abby Dart, Executive Director of Scenic Michigan Lansing State Journal- March 11, 2010

  17. “The digital billboards are a distraction,” says Fred Wessels, an alderman in St. Louis, which just approved a one-year moratorium on new such signs in that city.

  18. Public Service Messages

  19. “We’ve had moms grab their sons by the ear and drag them right down to the sheriff's office because they were embarrassed to see the son on a billboard.” ~Bart Dexter, Michigan Crime Stoppers New York Times- March 1, 2010

  20. “It’s a real force multiplier. We can put 10 agents on a case. But when we put information on a billboard, all of a sudden we have 500,000 sets of eyes looking for what we are looking for.” Chris Allen, FBI Spokesman

  21. State Information – Digital Billboards http://nahba.org/index.html

  22. Digital Billboards – Brightness Issue • Many states control the brightness of off-premises digital displays on a case by case basis through complaints, law enforcement, and DOT judgment • Idaho uses an intensity meter to measure brightness • Colorado- brightness is measured with a two degree spot meter in foot lambert • Michigan- max luminescence level not more than .3 foot candles

  23. Digital Billboards – Spacing Issue • Many states increased the spacing requirements between digital signs • Idaho- 5000’ spacing • Massachusetts- 2000’ spacing • Colorado, Kansas, North Carolina, and Arkansas- 1000’ spacing

  24. Moratoriums • Some states, counties and local municipalities are issuing moratoriums, prohibiting digital billboards. • The City of St. Louis has enacted a one-year moratorium until they can adopt ordinances that relate to digital billboards. Source- USA Today, March 24, 2010

  25. FHWA Study • Primary Focus is the effect of CEVMS on driver behavior and evaluation of their potential risk to safety. • Phase I identified and evaluated the most significant measures and issues involved, and developed research methods needed to secure reliable data information. • Phase II is in process. Selected and testing two field drive sites with a number of CEVMS displays, together with standard vinyl billboards and other objects of visual interest.

  26. New Trends In Digital Technology

  27. Questions? Thank You!For more information, contact: Joyce MusickMissouri Department of Transportation(573) 522-6151joyce.musick@modot.mo.gov www.modot.mo.gov

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