Aurora Large Screen Advertising: A Brand Strategy Guide for Climbing to the Top of China's Commercial Landmarks

In the dazzling skyline of Lujiazui, Shanghai, a giant LED screen with a total area of nearly 6000 square meters stands on the exterior wall of the Zhendan International Building by the Huangpu River. It is not only the "first screen of Lujiazui", but also the ultimate runway that countless brands dream of - this is the Zhendan large screen advertisement. When a brand needs to declare its strength and ambition to the whole country and even the world, this is often the first choice.
However, for many first-time marketing decision-makers, this landmark media is both tempting and awe inspiring: what is its value? Is my brand suitable? How should the budget be planned? This article will break down the system for you, allowing you to thoroughly understand the strategic logic and execution details behind the advertising placement on the Zhendan large screen.

Part 1:Understanding Core Values - You Are Buying More Than Just One Screen
Before discussing price and execution, it is necessary to first understand their irreplaceable media value. This determines its high cost and top-level brand endorsement effect.
1. Unparalleled geographical and psychological landmarks
Location is king: facing the century old buildings on the Bund and facing landmarks such as the Oriental Pearl TV Tower and Shanghai center across the river, it is the core visual focus of Shanghai's urban image.
National Cover Image: Frequently appearing in domestic and international news reports, city promotional videos, and travel photos, this placement signifies a deep connection between the brand and the imagery of "Shanghai's height" and "China's modernization".
2. Top traffic and audience quality
Global passenger flow: covering millions of tourists in the Bund scenic area, passengers on Pujiang cruise ships, financial white-collar workers in Lujiazui, and high-end hotel guests, the audience composition is diverse and the consumption power is strong.
Compulsory visual monopoly: In the open riverbank space, its huge scale and dazzling dynamic images almost capture the visual focus of all viewers, forming a "visual landmark" effect.
3. Ultimate brand high endorsement
Choosing the Aurora large screen is the ultimate declaration of brand strength. It sends a clear signal to the market, customers, partners, and the public that this is a visionary, courageous, and industry-leading brand.
Part 2: Deconstructing Cost Logic - What Factors Determine Prices?
The Zhendan large screen advertisement adopts a highly customized pricing model instead of a standard price list. The total cost mainly consists of the following modules:
1. Media release fee (core cost)
This is the largest expenditure, usually priced in units of "times" or "broadcast duration package" (e.g. X broadcasts, Y seconds per broadcast). The key factors affecting the unit price include:
Broadcast time slot: The price during prime time (such as 19:00-22:00 every night) is much higher than during daytime or late night time slots. Holidays, New Year's Eve and other special occasions are even more expensive.
Single playback duration: Common durations include 15 seconds, 30 seconds, etc. The longer the duration, the higher the single price.
Purchase frequency and bundled packages: Long term partnerships (such as monthly or quarterly packages) or purchasing high-frequency playback packages can result in better unit costs than single playback.
2. Special creative and production costs
Landmark media has extremely strict requirements for creativity, and this cost should not be underestimated.
Ultra high definition video creativity and production: The screen resolution requirement is extremely high, and ordinary videos cannot be directly used. Specialized creativity, design, and video rendering are required for its pixel matrix, viewing distance, and visual perspective, resulting in high production costs.
Dynamic creativity and special effects: In order to maximize visual impact, it is often necessary to add special visual effects such as naked eye 3D, further increasing the difficulty and cost of production.
3. Technical service and audit fees
Publication testing and technical support: Ensure that video files are perfectly adapted to the screen and play smoothly.
Content review and reporting: As a city landmark, all broadcast content must undergo strict review, which is a complex process and may incur related service fees.
Part Three: Practical Advertising Strategies - How to Plan a Successful Debut?
A successful advertising campaign is a perfect combination of strategy, creativity, and execution. Professional partners, such as experienced Tianci Media in this field, can help brands systematically complete the following steps:
Step 1: Brand Strategy Matching Evaluation
Not all brands are suitable. Please ask yourself:
Brand stage: Is it at a critical point where a strong voice is needed for nationwide expansion, major new product releases, strategic upgrades, or major financing?
Brand tone: Is the brand image high-end, modern, and international enough to blend with the financial and business temperament of Lujiazui?
Marketing Objective: Is the core objective to pursue a huge brand reputation and public relations effect, or is it to serve as the "peak tipping point" for large-scale integrated marketing campaigns?
Step 2: Develop precise creative and communication strategies
Creative principles: simplicity, shock, symbolism. In remote and complex environments, information must be clearly captured within 3 seconds. The brand logo and core slogan must be the absolute protagonists.
Topic planning: Upgrade a simple advertisement broadcast into a social media event. It can be preheated in advance, encouraging users to check in, and combined with topics such as # Bund Zhendan Screen # for secondary dissemination to maximize public relations value.
Step 3: Scientifically plan the budget and schedule
Goal oriented budget: Based on the core goal of "igniting the brand", deduce the required playback frequency, coverage days, and proportion of prime time, and thus frame the budget range for media release fees.
Reserve sufficient production costs: Creative and production costs typically account for 15% -30% of the total budget, which is the core of ensuring effectiveness and must not be compressed.
Choosing the best timing: Combining important brand milestones (such as the day after a press conference), important city events (tourism festivals, CIIE), or social festivals for advertising can generate a cumulative attention dividend.

Step 4: Choose a reliable execution partner
Due to the scarcity of resources and the complexity of deployment, it is strongly recommended to use officially authorized core agents for deployment. Taking Tianci Media as an example, its Zhendan large screen advertising service can provide:
Authoritative resource guarantee and compliance contract.
Professional strategic advice and creative guidance.
Refined execution of the entire process from testing, publication to monitoring.
Value added services that integrate social media communication.
Part Four: Common Misconceptions and Key Reminders
Misconception: Emphasizing advertising over creativity. Spending the vast majority of the budget on purchasing views while publishing low-quality videos is a huge waste of resources and even damages the brand image.
Misconception: Pursuing complex information. Attempt to tell the brand story, showcase multiple products, and list promotional information within 15 seconds. The result is that the audience cannot remember anything. We must adhere to the principle of 'one core information'.
Misconception: Without dissemination and integration, it ends all at once. Without online topic guidance, media previews, and subsequent dissemination, we wasted valuable opportunities for social detonation.
Misconception: Collaborating with informal channels. A quote that is significantly lower than the market price may result in the inability to allocate resources, reduced playback time, or legal risks. Be sure to confirm the official authorization qualifications of the agent.
Misconception: Lack of effectiveness evaluation dimensions. In addition to the on-site shock, performance evaluation indicators should be set up, such as the daily reading volume of social media topics, peak brand search index, and coverage of cooperative media, to measure the value of public relations volume.
Conclusion
In summary, the Zhendan large screen advertisement is a "highlight moment" tailored for top brands. It is a strategic investment, and its return is not only measured by direct sales conversion, but also by the leap of brand assets, the indication of industry status, and the permanent occupation of public consciousness.
It may not be suitable for all brands, but it is suitable for those who aspire to the pinnacle and dare to define the future.