Can outdoor advertising screens be included in the package? Full analysis of costs, processes, and contracts

With the rapid development of digital media technology, outdoor advertising screens have become an important carrier for urban commercial promotion. Many advertisers, especially those who are new to this field, are generally concerned about one question: can outdoor advertising screens be rented and placed in a "sky free" form? This article will provide systematic answers and operational guidance on this issue based on industry norms and practices.

1、 Definition of core concept: Analysis of the "sky package" mode for outdoor advertising screens
The "sky charter" mode of outdoor advertising screens refers to a type of buyout rental of advertising time based on 24 hours in the industry. Advertisers obtain exclusive or extremely high frequency playback rights for target screen advertising spaces within a specific time period by paying agreed fees. This mode is mainly suitable for dynamic display platforms such as LED screens in commercial areas and digital media in transportation hubs.
2、 Comparison and Explanation of Main Billing Models
To fully understand the "sky charter" model, it is necessary to examine it within the industry billing system. The current mainstream billing methods are as follows:
（1） Free/buyout mode
Refers to buying out all advertising schedules within a specific time period. Its advantage lies in strong exclusivity, concentrated brand information display, and the ability to create significant visual impact and brand momentum. The disadvantage is that the unit time cost is high, and there needs to be a clear short-term concentrated detonation target to support its investment.
（2） Carousel/Package Mode
Refers to the cyclic playback of advertising materials with multiple other advertiser materials in a fixed order and time interval. The advantage of this model lies in its relatively controllable cost and the ability to achieve sustained exposure for a longer period of time, making it a common choice for brands to build their medium - and long-term image. Attention should be paid to the interference of other advertising information in its environment.
（3） Billing model based on cost per thousand exposures
A more digital billing method that settles based on the actual thousand exposures obtained by the advertisement. This model requires high data monitoring capabilities from the media, which can make budget allocation more focused on effectiveness, but usually does not guarantee the fixed advertising space.
3、 Guidelines for Operational Decision Process
The following decision-making steps should be followed to determine whether to adopt the "sky package" mode:
Step 1: Qualitative analysis of advertising targets
If the core goal is to achieve event based and explosive brand exposure at critical time points, such as the launch of new products, the opening of flagship stores, or the launch of large-scale promotional activities, then the "guaranteed day" model has important consideration value. If the goal is to deepen brand awareness and market penetration through normalization, then the carousel package model is often more cost-effective.
Step 2: Key points for reviewing contract requirements
After deciding to adopt the "package day" model, it is necessary to clarify the following core elements of the contract when negotiating with the media:
Does the specific start and end time of the buyout distinguish between prime time and non prime time.
The specific location and size specifications of the advertisement on the screen.
The frequency of advertisement playback, duration of single playback, and material combination method during the buyout period.
Will the scope of supporting services, such as content design, technical production, and online monitoring, be charged separately.
Step 3: On site verification of placement locations
Before signing the contract, an on-site survey should be arranged at the same time as the planned deployment. The key points of verification include:
Actual pedestrian and vehicular density and audience composition.
Is there any fixed obstruction in the visible range of the advertising screen.
Is the screen running properly.
Request the media for past traffic monitoring reports or third-party notarized data of the location as auxiliary decision-making basis.

4、 Common cognitive misconceptions and risk warnings
（1） Misconception: equating "guaranteed sky" with the best cost-effectiveness
One sidedly believes that 'guaranteed sky' is the most cost-effective. Scientific calculations are needed, and the total exposure that can be obtained by using the same budget for long-term broadcasting may far exceed that of a single day buyout. Therefore, a comprehensive evaluation should be based on the return on investment.
（2） Misconception: Contract signing guarantees completeness
Ignore force majeure and media liability clauses. It is necessary to clearly stipulate in the contract the remedial measures and compensation responsibilities for failure to play advertisements as agreed, such as equipment failure, power outage, etc.
（3） Misconception: Emphasizing location investment over content creativity
Baotian has obtained high-quality temporal and spatial resources, but if the advertising content itself lacks impact, the information is lengthy, and the brand logo is unclear, it will cause huge waste of resources. The content needs to be optimized for ultra short time and long-distance viewing.
（4） Misconception: Ignoring the context of advertising environment
Not examining the advertising layout of competitors in the vicinity of the location. If the adjacent position of the purchased screen is the long-term advertising space of the competitor, it will seriously weaken the advertising effect and need to be considered in the early evaluation.
Conclusion
In summary, it is a common practice in the industry for outdoor advertising screens to provide "sky free" advertising services. This mode is a high-intensity vocal tool that advertisers can use for specific marketing objectives. For most advertising campaigns that focus on establishing long-term brand influence and stable customer acquisition, it is recommended to adopt a combination strategy based on a carousel package, combined with specific time periods to strengthen or accurately reach the target audience. It is recommended that advertisers clarify their own goals before making decisions, and carefully complete the market inquiry, on-site verification, and contract review processes to maximize the effectiveness of outdoor advertising placement.