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<br />amount of attention required to read roadside advertisements could lead to driving <br />errors that could cause crashes. <br /> <br />"The enormous flexibility of display possessed by CEVMS <br />makes it possible to use them in ways that can attract <br />drivers' attention at greater distances, hold their attention <br />longer, and deliver a wider variety of information and <br />image stimuli than is possible by the use of conventional <br />advertising signs. " <br /> <br />Texas Transportation Institute for FHWA, Impacts of Using Dynamic Features to <br />Display Messages on Changeable Message Signs (Dudek et al., 2005) 12 <br /> <br />This study examined the comprehension times for three different scenarios for <br />DOT ,-operated changeable message signs. The scenarios evaluated were: <br /> <br />· Flashing an entire one-phase message <br /> <br />· Flashing one line of a one-phase message while two other lines of the message remain <br />constant <br /> <br />· Alternating text on one line of a three-line eMS while keeping the other two lines of <br />text constant on the second phase of the message <br /> <br />The findings of this study were: <br /> <br />· Flashing messages did not produce faster reading times. <br /> <br />· Flashing messages may have an adverse effect on message comprehension for <br />unfamiliar drivers. <br /> <br />· Average reading times for flashing line rpessages and two-phase messages were <br />significantly longer than for alternating messages. <br /> <br />· Message comprehension was negatively affected by flashing line messages. <br /> <br />While this research did not evaluate advertising-related signs, it does demonstrate that <br />flashing signs require more of the driver's time and attention to comprehend the message. <br />In the case of ele.ctronic billboards, this suggests that billboards that flash may require <br />more time and attention to read than static ones. <br /> <br />3.3.1 OTHER INFORMATION <br /> <br />NHTSA Driver DistraCtion Internet Forum (2000)13 <br /> <br />The National Highway Traffic Safety Administration held an internet forum to gather <br />research and public comment related to driver distraction with an emphasis on the use of <br />cell phones, navigation systems, wireless Internet and other in-vehicle devices. During <br />this forum, participants were invited to take a poll to determine the most prominent driver <br /> <br />~12 <br /> <br />68 <br />