Planning a light show advertisement? First, figure out how long it should last to be effective!

When a city's iconic building is illuminated under the night sky, transforming into a flowing, giant scroll that tells the story of a brand, we call it a "light show advertisement". It is undoubtedly the crown jewel of outdoor advertising, capable of instantly igniting social networks and creating a phenomenal brand event. However, when brand owners are shocked and yearn for its grand effect, a very specific and crucial question arises: how long is the most appropriate duration for a light show advertisement?
Is it a fleeting glimpse lasting just 15 seconds, or an immersive feast lasting up to half an hour? There is no standard answer to this question, but the decision-making logic behind it directly determines the investment efficiency and ultimate effect of tens of thousands or even millions of budgets. This article will systematically break down the determining factors, design principles, and planning process of the duration of light show advertisements for you, so that you not only know how to do it, but also understand why it is done that way.
一、Core Concept: Two Mainstream "Light Shows" and Their Benchmark Duration
Firstly, it is essential to distinguish between two mainstream forms of light show advertising, which have distinctly different natures and duration benchmarks.
Type 1: Architectural Media Facade Show (Conventional Definition)
Definition: Utilizing the entire exterior wall of one or multiple buildings as a carrier, complex and dynamic images and videos are displayed through thousands of LED point light sources. For example, during the National Day holiday, the themed light and shadow show is synchronized across the building complexes in Shanghai's Bund or Guangzhou's Zhujiang New Town.
Typical duration: 3 minutes — 30 minutes. This type of show is usually designed as a complete story or audio-visual experience with a beginning, middle, and end, similar to a mini-performance. Brand-customized shows are often 5-15 minutes long.
Type 2: Creative show featuring a super-large LED screen
Definition: In the urban core business district, specially crafted short films with stunning effects such as glasses-free 3D are displayed on ultra-high-definition and ultra-large-sized LED screens (such as the glasses-free 3D screen in Chengdu Taikoo Li and the 3788 screen in Chongqing Guanyin Bridge).
Typical duration: 15 seconds to 60 seconds. Its essence is "high-level dynamic video advertising", adhering to the attention rules of outdoor video advertising, delivering a visual impact in a very short period of time.
Therefore, to answer "how long", you must first clarify whether you are planning "a show" or "a super advertisement".

二、Four core decision-making factors affecting duration
After determining the basic type, the specific duration needs to be decided based on the following four dimensions:
Factor 1: Core marketing objectives and budget
This is the decisive factor.
Brand image launch/large-scale celebration: The goal is to create social buzz and events, pursuing deep immersion and widespread dissemination. Typically, it requires a complete narrative lasting more than 5 minutes, with a high budget.
Product launch/holiday promotion: With a clear objective, it is necessary to quickly convey the core message and inspire action. The duration should be controlled at 1-3 minutes, or even shorter, with an emphasis on bringing the climax earlier.
Long-term image display: It exists as a permanent part of the urban landscape (such as being broadcast regularly every night). It is usually designed as a 3-5 minute looped segment, balancing freshness and cost.
Factor 2: Creative narrative and content complexity
"How long will it take to finish telling the story?"
Simple slogan and visual spectacle: one core concept + one stunning 3D effect, 15-30 seconds is enough.
Complete storyline: Incorporating a prologue, development, climax, and conclusion, and embodying the brand spirit, typically lasting 2-5 minutes.
Artistic expression driven by music: If based on a complete song or musical piece, the duration is limited by the music itself, which may range from 3 to 6 minutes.
Factor 3: Launch strategy and scenario
Loop playback mode: In commercial districts, advertisements are usually played in 2-5 minute intervals during peak evening hours.
Live broadcast of specific events: For example, in conjunction with the live broadcast of an e-sports finals, a customized 1-2 minute victory celebration show can be played during or after the match.
Site uniqueness: The shape of the building itself, the projectable area, and the interactive relationship with the surrounding environment will all influence creative design and pacing, thereby affecting the duration.
Factor 4: Policy permission and public management
This is a rigid constraint. The municipal management department has strict regulations on the duration, time period (such as stopping after 22:30 every night), brightness, and content of the lighting display of landmark buildings. The scheme must be designed within this framework.
三、Golden Rule: Key Tips for Creative Design Based on Duration
After determining the time frame, how can we design the content to keep the audience engaged?
1. The "finishing move" rule in the first 8 seconds (especially applicable to short durations)
Regardless of the overall length, the opening must deliver a subversive visual impact. In the era of information flow, viewers are just as likely to swipe away a light show video as they are to swipe away an ordinary video. The first 8 seconds must showcase the core creative climax (such as a giant beast emerging from the screen or an incredible transformation of a building), instantly attracting and retaining the audience.
2. Modular narrative structure (applicable to medium to long-form content)
Design the entire show as several relatively independent "chapters" or "modules". For example:
Chapter 1 (0-30 seconds): Visual spectacle, attracting attention.
Chapter 2 (31-90 seconds): Introduce the brand and deepen the theme.
Chapter Three (91-150 seconds): Emotional sublimation, calling for action.
This structure not only ensures the integrity of the narrative but also facilitates the extraction of essential clips (such as Chapter 1) for secondary dissemination on social media in the later stages.
3. Integration with environmental soundscape
For performances lasting more than one minute, great attention should be paid to the rhythmic coordination of music, sound effects, and visual changes. Strong rhythm points can continuously engage the audience's emotions, preventing visual fatigue caused by the longer duration.
4. "Social-friendly" duration design
At the beginning of design, it is necessary to plan: which 15-second clip is most likely to trigger passersby to shoot and share it on Tiktok and Xiaohongshu? Ensure that this "golden clip" is informationally complete and visually coherent, so that even if it is separated from the full version, it can stand alone as a separate piece, maximizing the potential for social amplification.
四、Common Misconceptions and Key Reminders
Misconception 1: The longer, the more valuable, the more impressive the strength
Fact: Extremely long mediocre content is a torment to the audience and a waste of budget. Attention is a scarce resource. A well-designed 90-second show may have far greater reach and memorability than a drawn-out 10-minute show.
Misconception 2: Creativity comes first, duration follows
Fact: Duration should be one of the core parameters of the creative brief. A reasonable duration range should be established at the outset based on the objectives and budget (such as "Please create around a core duration of 2 minutes"), allowing creativity to flourish within a limited time frame, rather than being forced to cut after unrestrained imagination.
Misconception 3: Ignoring technical testing and on-site rehearsals
Fact: When complex 3D content is displayed on actual buildings, unexpected distortions or delays may occur due to the building structure and light pixel density. It is necessary to conduct sample testing and full rehearsals, and fine-tune the animation pace and duration based on actual measurement results to ensure the final effect.
Misconception 4: Ignoring copyright risks
Using unauthorized background music, film and television, or anime IP images is highly prone to legal disputes. All audio-visual elements must be original or have been legally authorized.
五、Four-step process for planning and execution: from duration setting to perfect implementation
Step 1: Setting goals and framework
Clarify the core objective of this light show (event? promotion? image?), and based on this, determine the preliminary [type] and [duration range] (for example: a building facade brand show lasting about 3 minutes), and set the budget.
Step 2: Creative plan and duration script
Collaborate with the creative team to produce a proposal that includes a complete storyboard, shot duration breakdown, and a demo of the music. Ensure that every second has its purpose and the pace is well-balanced.
Step 3: Technical survey and scheme confirmation
Conduct on-site surveys in collaboration with technical execution parties to confirm building carrier data and playback system capabilities, and ultimately determine the executable [precise duration] and playback schedule based on municipal approval requirements.
Step 4: Content production, rehearsal, and launch
Based on the final duration, produce high-precision content, conduct at least one full-process rehearsal, make final adjustments according to the on-site effect, and then officially launch it. Simultaneously, prepare communication materials of different durations (such as a 15-second teaser, a 60-second essence version, and a full version).
六、 Conclusion
In summary, the duration of a light show advertisement is by no means an isolated technical parameter. Instead, it serves as a strategic fulcrum that permeates the entire process of strategy, creativity, technology, and operation. Essentially, it involves a precise manipulation of the balance between the limited attention of the audience and the boundless expressive desire of the brand.