Abstract
In this paper, we investigate the outdoor campaign allocation problem OCAP , which asks for the distribution of campaign items to billboards considering a number of constraints. In particular, for a metropolitan city with a large number of billboards, the problem becomes challenging. We propose a genetic algorithm-based method to allocate campaign items effectively, and we compare our results with those of nonlinear integer programming and greedy approaches. Real-world data sets are collected with the given constraints of the price class ratios of billboards located in Istanbul and the budgets of the given campaigns. The methods are evaluated in terms of the efficiency of the constructed plans and the construction time of the planning. The results reveal that the genetic algorithm-based approach gives close to optimal results in the shortest scheduling time for the OCAP, and it scales linearly with the increasing data sizes.
Highlights
Out-of-home advertising, with its various advantages over the other advertisement mediums, for which ignorance, zapping, or clicking away is more likely, is one of the oldest communication tools to reach business and consumer markets
Heuristic methods seem to find solutions better than the optimal ones found by the integer programming (IP) method
The problem is represented with a genetic algorithm (GA) formulation and tested on various sized data sets that include real-world data gathered from İstanbul
Summary
Out-of-home advertising, with its various advantages over the other advertisement mediums, for which ignorance, zapping, or clicking away is more likely, is one of the oldest communication tools to reach business and consumer markets. Printed or digital outdoor advertisement signs are commonly used by organizations to communicate their campaigns outdoors. These could be displayed on billboards, street furniture, mobile vehicles, etc. We focus on printed billboard advertising and the allocation of advertisement campaign posters to billboards. Billboard advertising is one of the oldest methods of out-of-home media. It appears in various forms such as citylight posters, megalights, electric poles, shopping mall kiosks, and bus stop posters. This form is mostly seen in city centers. Billboard ads with high visibility have a significant impact on traffic vehicles
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