Driver Behaviour Study

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Can good Outdoor advertising make our roads safer? With thousands of roadside advertising signs across Australia, the Outdoor Media Association (OMA) is committed to ongoing research to better understand driver behaviour and improve safety on our roads.

In 2018, the OMA partnered with the Australian Road Research Board (ARRB) to investigate driver behaviour in the presence of two digital billboards at complex intersections in Queensland. This world-first research replicates a 2017 study by ARRB that was conducted for Main Roads Western Australia. Both studies measured drivers as they passed a digital billboard in a real-world environment. Drivers were naïve to the studies, meaning the results accurately represent how people drive in the presence of digital signs.

The study showed:

  • Lane drift either improved or was unaffected
  • Stopping over the line improved at five of the six dwell time-site combinations
  • There were no incidents (crashes or red light running)

View and download the media release here.

View and download the media backgrounder here.

View and download media Q&As here.

View and download the 2018 research summary here.

If you would like a copy of the full report of the 2018 research contact the OMA at

View the Driver Behaviour video below and download it here.

In 2015, the OMA conducted the first ever Australian on-road study to compare drivers’ eye fixations and driving performance when advertising signs were present. The study aimed to explore the relationship between drivers’ viewing behaviour towards Outdoor signs and their subsequent driving performance in a live, real-world environment. It compared driver performance in the presence of third-party signage (both digital and static) and on-premise signage.

The study showed:

  • Drivers maintain their eyes on the road 78–79% of the time, regardless of what signage is present
  • Ninety-nine percent of fixations at advertising signs last less than 750 milliseconds, the minimum time needed by a driver to perceive and react to an unexpected event
  • Drivers maintained a safe average headway and there were no lane departures.

View and download the peer reviewed paper here.

View the driver behaviour study video below.

Driver Behaviour Study | Outdoor Media Association from Outdoor Media Association on Vimeo.