Nowadays drivers have to get along with an increasing complex visual environment. More and more cars are on the road.
There are not only distractions available within the vehicle, like radio and navigation system, the environment outside
the car has also become more and more complex. Hoardings, advertising pillars, shop fronts and video screens are just a
few examples. For this reason the potential risk of driver distraction is rising. But in which way do the advertisements at
the roadside influence the driver's attention? The investigation which is described is devoted to this topic. Various kinds
of advertisements played an important role, like illuminated and non-illuminated posters as well as illuminated animated
Several test runs in an urban environment were performed. The gaze direction of the driver's eye was measured with an
eye tracking system. The latter consists of three cameras which logged the eye movements during the test run and a
small-sized scene camera recording the traffic scene. 16 subjects (six female and ten male) between 21 and 65 years of
age took part in this experiment. Thus the driver's fixation duration of the different advertisements could be determined.