EV charging stations are driving OOH success – here’s why
By Chadi Borghol, Broadsign
The ability to reach consumers as they go about their daily lives is more valuable than ever as the end of third-party cookies forces marketers to rethink their audience engagement strategies. It’s in part why Q2 2022 US out-of-home (OOH) ad spend topped $2.62bn.
With high-quality, eye-level video screens and a growing footprint in key city and shopping centers, electric vehicle (EV) charging stations are emerging as a transformational OOH platform. They offer brands the opportunity to directly target a highly desirable captive audience - consumers seeking products and services aligned with their values.
40% of consumers are now ‘purpose driven’
Electric vehicle sales are on a steep rise, on track to comprise 53% of US passenger-car sales by 2030. Luxury car manufacturers spurred on by Tesla’s enormous success, including Cadillac, Jaguar, Lexus, Alfa Romeo and more, aim to be all electric within the decade. And due to the cost of ownership, many EV drivers are high-income earners.
But they’re not the only ones putting their wallets where their ideals are. IBM notes that nearly six in 10 consumers are willing to change their purchasing habits to help reduce negative environmental impacts. Among those who value these traits, seven in 10 are willing to pay a premium for brands that support recycling, practice sustainability, or are environmentally responsible.
In step with these ideals, some 200 corporations in the private sector have pledged to reduce carbon emissions by 2040. What better place to promote this value growing across many consumer segments than on EV charging stations?
The EV charging network is expanding
Early EV adopters charge their vehicles at home or in a consistent location like the workplace. But as EV sales climb, the demand for robust charging infrastructures in public venues of all kinds is growing. National and global brands and cities already understand this and are investing in EV charging kiosks with premium LED screens.
Many of these charging stations are free to use, with consumer costs fully off-set by advertising revenue. In 2021 Stop & Shop was one of the first to announce it would add 50 EV charging stations at its stores nationwide. McDonald’s, Taco Bell, Starbucks, Choice Hotels, Walgreens and Shell rolled out similar programs this year to bring in customers and add another unique advertising opportunity.
Location and audience appeal
Most EV charging stations are situated in high traffic locations visible to patrons upon entering a business, such as parking spots closest to the retailer entrance. This premium real estate maximizes advertising exposure to shoppers at key moments when they may be more inclined to make a purchase decision.
EV charging station displays are high resolution, located at eye level, and supported by innovative media platforms that enable touch-screen capabilities, data-driven personalization, and contextual messaging based on driving and charging behavior, vehicle type, and more. Media buyers can trigger EV network ads based on the time of day, weather, audience demographics, and other accessible data such as a lottery event, sport scores, or financial news.
State-of-the-art EV charging station media platforms also provide the ability to synchronize screens across multiple charging stations in a set location and support story-based full motion video or the display of artful visuals across all of them, for a compelling, connected, premium creative media experience.
The EV advertising advantage
There are countless benefits for advertisers who want to be part of the EV revolution. Location-based digital media, especially close to the point of purchase, can benefit brands and local small- and medium-sized businesses alike. Not only does it reach consumers in their communities as they go about their daily lives, but it also encourages EV owners to spend time inside businesses in the surrounding area. For climate-conscious consumers, the right message at the right time also builds loyalty, and for partner brands, data-backed insights can help grow a customer base.
Above all, EV charging stations powered by digital out-of-home (DOOH) present an opportunity for brands to stand out from the crowd and leave a lasting, positive impression.