Survey on applications of multimedia technology to examine impact of roadside advertising on drivers

Abstract

The correct location of ads, both static and moving, in close proximity of the roadway is an issue of high significance in the context of road safety. This publication aims to provide support in solving these issues by presenting a range of options for the implementation of extensive, multi-faceted research, using modern technology to allow an objective assessment of the risks arising from the presence of advertising spots in the roadway. The chosen research tools include the drivers’ reaction tracking systems based on the use of advanced multimedia technology. These systems may be integrated in the actual vehicle, allowing for performing the tests in real-life conditions or as part of an extended driving simulator. In addition, a part of the proposed approaches to researching the problem is to check drivers’ opinion using questionnaires and to analyze the traffic accidents taking place in close proximity to road advertising.