In the information age, traditional print media will be replaced by digital media. The replacement rate of urban street billboards is slightly higher than that of the United States. The revenue of all-weather digital outdoor large screen is about 4 to 6 times that of the same size traditional outdoor billboard.

The juxtaposition of traditional and modern forms on the street is the advertising landscape of the moment. The more digital billboards are built, not only will they have a strong crowding-out effect on traditional advertising, but they will also have diminishing marginal utility on their own digital media. At present, in the mobile era, the vacancy of traditional billboards and digital billboards has become a common phenomenon. It is urgent to re-examine the structure and development path of urban outdoor advertising.

LED screen is an important stage product of digital transformation in outdoor advertising industry. It is an urgent task to reduce or eliminate the vacancy rate of outdoor advertising screen. There is a positive correlation between manufacturing and media. This includes both screen media companies' existing idle time, and screen manufacturers' future capacity idle. This is not only related to whether China's outdoor advertising industry can successfully achieve digital transformation and growth, but also affects whether China's heavy investment in buying most of the world's LED chip production lines will soon go to waste. There are recent signs that the US, Japan, Europe and South Korea have shifted their focus to OLeds for future digital screens. The fate of Made in China (and Chinese assets and Chinese capital) will also depend on whether the Chinese can productively play with a new feel on the big LED screen (rather than being ridiculed for only taking on outdated capacity).

To greatly reduce the vacancy rate of advertising screens is not only a problem of marketing methods, but also a breakthrough in technology, and more importantly, innovative incentives in concepts and systems are needed. Programmatic buying has been a boon to the advertising practices of digital media online and has opened up new niches for marketing based on big data. But the fragmented integration of the digital outdoors everywhere will first require a programmatic buying platform (APP) that makes it easy to buy vacant slots anywhere, AnyTime, AnyOne, AnyThing, and quickly deliver ads. The cancellation of outdoor advertising registration in Pudong, Shanghai, approved by The State Council, has created institutional conditions.

Supposedly, there is nothing in the world that cannot be sold. Many of the big screens have vacancy rates of more than 70 per cent because his advertising prices cannot attract enough brands to place them. And the root cause of the high price, in addition to the original purchase price is high, the cost of electricity energy is also a reason. LED billboards in the United States have also been challenged by environmentalists, who claim that the all-weather LED billboards use 30 to 46 times more energy than the average American home. The Outdoor Advertising Association of America warns of reducing power consumption by five-sixths, which would require a reduction from 660 watts to 110 watts per square metre. Today, there are some LED screen manufacturers in China that can make 100 watts. MeshScreen is a good option.