This paper taking the billboard attach to expressway pedestrian bridge (BEPB) as the research object, the maximum density of the billboard satisfying the traffic safety of expressway is determined. Through the Forum driving simulation platform and UC-win/Road, the 3D road model experiment of virtual reality scene is carried out. Using SMI ETGTM glasses eye tracker, study the visual behavior and driving behavior of drivers on the expressway watching BEPB. Based on the adverse effects of BEPB on the driver, the three components of the influence distance are analyzed, and the maximum density recommendation value is proposed. Finally, the recommended values are simulated by the Forum driving simulation platform. The simulation results show that when the density is not more than 4.30/km, after the vehicle is laterally offset, the driver has sufficient distance to adjust the vehicle to the midline position of the lane. Keywords: the billboard attach to expressway pedestrian bridge (BEPB); maximum density; Forum driving simulation platform; safety

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