The invention discloses a novel traffic sign board device. The novel traffic sign board device includes a sign board and a fixing seat; the fixing seat includes a bottom base arranged between a firstlane and a second lane; a supporting column is arranged above the bottom base; a rotation disc is arranged between the bottom base and the supporting column; a first motor is arranged on the bottom base and is in power connection with the supporting column; a left through groove, an upper through groove, a right through groove, and a lower through groove which successively communicate with each other are formed in the supporting column; and a guide groove communicating with the left through groove is formed in a left end surface of the supporting column. The novel traffic sign board device issimple in structure, is safe and stable in operation, is easy to operate, can automatically control lifting and locking of the sign board, can greatly improve the working efficiency of sign board change, is simple, easy, and fast to change, can complete sign board change for less time, can reduce influence on vehicle passage due to sign board change, and can be prompted and applied.