The Southern and Eastern Integrated Transport Authority needed to know how the design response for freeway advertising could meet safety constraints and operational requirements while remaining commercially viable.

ID/Lab undertook an assessment of the relevant studies necessary to conduct sound evidence-based research to assess the 

potential impact of freeway advertising on driver behaviour and performance on the new freeway. We identified potential locations for advertising sites and recommendations.

Research showed a clear pattern in driver ‘glance behaviour’ which enabled us to predict which sections of the freeway placed the least demand on drivers and therefore provided drivers with spare capacity to  

view messages without measurably affecting safety. Additional guidance was provided regarding content, and technical solutions were proposed that would allow messages to be changed according to the predominant traveller profile.

This enabled the commercial team to sell peak and off-peak time slots, as well as varying advertisement locations.