Transcript DIGITAL BILLBOARDS

New Developments in Outdoor Advertising
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.
•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.
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
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
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
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
FHWA Guidance
Off-Premise Changeable Message Signs
September 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
Off-Premises
On-Premises
Missouri CEVMS Regulations
7 CSR 10-6.040(6)
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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
Digital Billboards in Missouri
Age of Digital Advertising
Allows for multiple advertising and flexibility
Quickly and remotely update displays directly
from a PC or Smartphone
Attracts additional advertisers
Technology and equipment is becoming
cheaper and more compact
“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
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.
Opposition of Digital Advertising
Potential distraction to drivers
Compensation for eminent domain
Environmental concerns
Light pollution
“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
“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.
Public Service Messages
Real Time Travel Updates
Amber Alert Program
Crime Stoppers
FBI Alerts
“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
“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
State Information – Digital Billboards
http://nahba.org/index.html
Digital Billboards –
Brightness Issue
Many states control the brightness of offpremises 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
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Digital Billboards –
Spacing Issue
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Many states increased the spacing
requirements between digital signs
 Idaho- 5000’ spacing
 Massachusetts- 2000’ spacing
 Colorado, Kansas, North Carolina, and
Arkansas- 1000’ spacing
Moratoriums
Some states, counties
and local
municipalities are
issuing moratoriums,
prohibiting digital
billboards.
 The City of St. Louis
has enacted a oneyear moratorium until
they can adopt
ordinances that relate
to digital billboards.
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Source- USA Today, March 24, 2010
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.
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New Trends In Digital Technology
Questions?
Thank You!
For more information, contact:
Joyce Musick
Missouri Department of Transportation
(573) 522-6151
[email protected]
www.modot.mo.gov