$1.3 billion billboard featuring advertisements from Skydive Dubai and Denver-based Go Fast energy products recently went on-display in the city. The reason for the billboard’s outrageous price tag: It features a real guy in a jet pack who flies around the advertisement, technology that costs roughly $500 per second to operate. No word on how much the space would have cost without the gimmick.

“The billboard involved a man with a Jet Pack, initially hidden within the billboard, who emerged from the billboard and flew around it for approximately 20-30 seconds, before landing back on the billboard,” the news release explained.

In regards to the cost, Skydive Dubai offers up the following mathematical equation. “The seconds of flight time for the billboard in Downtown Dubai would cost a minimum of USD 500 per second. If the number of seconds in a month (60 seconds x 60 minutes x 24 hours x 30 days = 2,592,000 seconds) is multiplied by USD 500, the total amounts to approximately USD 1.3 billion for the month long fly time for the billboard.”

Another reason for the high costs has to do with the billboard’s location, which is positioned at the entrance of Burj Khalifa, the tallest building in Dubai. Not only does it feature state-of-the-art innovation, it’s also situated for maximum visibility. This is the ultimate advertising package, as it’s sure to leave an impression on anyone who lays eyes upon it. However, with a price tag of $1.3 billion per month, Skydive Dubai might be flat broke by the time all is said and done.

For an example of the billboard in action, take a look at the video below.