Preliminary simulation research of driver behaviour in response to outdoor advertisements

Abstract

Advertisements placed near roads can pose a hazard to road safety because they attract the driver's attention. Many attempts to describe and reduce this impact have been done. However, existing regulations treat this problem differently in different countries which demonstrates the significant difficulties in defining and investigating the impact factors of advertisements on driver behaviour. Pilot studies have been done using the eye-tracker and vehicle simulator. Based on the analysis of driver perception in a programmed and repeatable environment an attempt was made to select key factors influencing their attention in terms of the content of advertisements, the size and location in relation to the road and the personality of drivers.