Optimizing Advertising Billboard Coverage in Urban Networks: A Population-Weighted Greedy Algorithm with Spatial Efficiency Enhancements

The strategic allocation of advertising billboards has become a critical aspect of urban planning and resource management. While previous studies have explored site selection based on road network and population data, they have often overlooked the diminishing marginal returns of overlapping coverage and neglected to efficiently process large-scale urban datasets. To address these challenges, this study proposes two complementary optimization methods: an enhanced greedy algorithm based on geometric modeling and spatial acceleration techniques, and a reinforcement learning approach using Proximal Policy Optimization (PPO). The enhanced greedy algorithm incorporates population-weighted road coverage modeling, employs a geometric series to capture diminishing returns from overlapping coverage, and integrates spatial indexing and parallel computing to significantly improve scalability and solution quality in large urban networks. Meanwhile, the PPO-based method models billboard site selection as a sequential decision-making process in a dynamic environment, where agents adaptively learn optimal deployment strategies through reward signals, balancing coverage gains and redundancy penalties and effectively handling complex multi-step optimization tasks. Experiments conducted on Wuhan’s road network demonstrate that both methods effectively optimize population-weighted billboard coverage under budget constraints while enhancing spatial distribution balance. Quantitatively, the enhanced greedy algorithm improves coverage effectiveness by 18.6% compared to the baseline, while the PPO-based method further improves it by 4.3% with enhanced spatial equity. The proposed framework provides a robust and scalable decision-support tool for urban advertising infrastructure planning and resource allocation.