Developments in electronics and lighting technology have allowed a recent increase in the number of dynamic, digital billboards (i.e. Commercial Electronic Variable Message Signs (CEVMS)) in the environment around roadways. While a growing body of research has evaluated the similarly increasing prevalence of electronics within the vehicle, very few studies have considered the effects of digital billboards on the visual attention and behavior of drivers. The authors report here on a preliminary analysis of naturalistic driving behavior in a large sample (n=74) of older and younger drivers in the greater Boston area. Unlike previous studies, the authors' target section of road was mostly free from extraneous signage or other visual confounds, allowing a more thorough characterization of driver glances before and after the electronic billboard. While conclusive results await further study, the authors report significant shifts in the number and length of glances toward the billboard. These results were particularly evident in older drivers.