An advertisement’s duration is only one part of a screen booking. To understand the delivery, you also need to know how often it appears, the hours it can run and whether it shares a loop with other content. These details help you compare quotations that otherwise look similar. Ask the operator to describe the schedule in plain terms and save the agreed arrangement with the booking.
Separate duration from frequency
Duration is the length of one advertisement. Frequency of playback is how often that advertisement is scheduled. A ten-second creative may appear many times or only occasionally depending on the purchased arrangement. Do not infer the number of plays from the creative length alone. Confirm the planned delivery unit with the seller.
Understand a repeating loop
A loop is a sequence of advertisements or content that repeats. In a simplified hypothetical example, a ten-second ad appearing once in a sixty-second loop has one-sixth of that loop’s time. Actual delivery also depends on operating hours, scheduling rules and interruptions. The calculation is useful only when those assumptions match the booking.
Check dayparts and interruptions
Some campaigns run only during selected hours or days. Venue content, emergency messages, maintenance and local restrictions can affect availability. Ask which periods count toward the booking and how missed delivery is handled. A precise schedule helps explain differences between a broad weekly price and a more focused time-based arrangement.
Keep delivery promises measurable
Record planned plays or other agreed units, not just broad language such as frequent exposure. Ask which reporting evidence will be available and whether it records scheduling or actual playback. These can differ. Set an agreed response if delivered exposure falls short of the commercial commitment.
Your practical checklist
- Record creative duration and planned playback frequency.
- Ask whether the screen uses a loop or another schedule.
- Confirm operating hours and any excluded periods.
- Agree how missed delivery is documented and resolved.
Frequently asked questions
Does share of voice equal share of viewers?
No. Share of screen time describes scheduling. It does not establish that the same percentage of people watched or noticed an advertisement.
Should I always buy a longer advertisement?
No. The message and viewing situation determine the useful length. A concise, readable creative can be more appropriate than a longer sequence people cannot follow.
Put the plan into practice
Explore currently listed advertising screens, prepare an authorised screen listing, or organise your company workspace. Confirm the actual inventory, delivery and supported connections before committing to a campaign.
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Further information: official industry or technical source. This guide offers practical planning guidance; specific availability, rules and services need confirmation for the campaign.