In July this year, a domestic electronics company explored the scene of charging piles for new energy vehicles. It organically combined outdoor high-brightness LCD screens and charging modules to open up commercial uses such as advertising spaces. Consumers can easily complete the charging of their cars by themselves. Charging advertising piles went abroad and landed in Europe.

In order to continue to develop in the future, the ultra-large traffic entrance of charging stations will inevitably generate new profit directions. Combining with outdoor advertising is a good choice, and many foreign companies have already begun to deploy.

ChargeEuropa, a foreign company specializing in electric vehicle charging networks, also sensed the potential of charging pile advertising, and deployed electric vehicle charging advertising piles in Poland and Croatia.

The construction of charging stations in Poland and Croatia is still in its infancy. ChargeEuropa provides free electric vehicle charging services for electric vehicle drivers in the two countries, builds digital out-of-home media in various prime locations, and supports the operation of charging stations with advertising revenue.

Volta Industries, an electric vehicle charging network company listed on the New York Stock Exchange, is engaged in a business model: drivers can use its charging piles outside high-end shopping malls and supermarkets for free, and its operating income depends on the 55-inch electronics installed on the charging piles. Advertised on the display.

Volta even opened free fast charging piles after that, and eligible electric car owners can get half an hour of free charging. For business circles, the location of fast charging stations can attract high-end customers and extend the reception time, and at the same time, advertisers can use these stations to enhance their brand influence.

charging point

Charging pile advertising has great potential

The product of the integration of charging advertising pile outdoor advertising machine and new energy charging pile, as a good media carrier, can make up for the profit of charging pile, and can also accelerate the process of urban media utilization. In addition, the internal reference of outdoor advertising believes that charging advertising pile is also Has the following development potential:

1.Expand profit methods and enhance the use value of charging piles

On the profit side, the existing profit model of charging piles is very simple, almost only relying on charging service fees, and this profit is not ideal. According to the analysis model of Everbright Securities, based on the cost of a single pile of 60,000 yuan and an average of 0.6 yuan per kilowatt-hour of electricity, if the utilization rate of a single pile is 5%, that is, it is used for 1.2 hours a day, the investment payback period of a 60kW DC fast charging pile needs 3.8 years, plus operation and maintenance, land, construction, rent and other costs, this time will only be longer. In addition, users are highly sensitive to the price of electricity, and it is difficult to increase the price sharply, so that the profit space that enterprises can tap on charging service fees is very limited.

Like Europe and the United States, the combination of digital out-of-home media and charging piles can provide convenience to customers without charging, thereby attracting more and more electric vehicle drivers, and can increase the company’s profits through the additional income brought by advertising , forming a win-win situation in which charging stations, customers and third-party advertisers all benefit.

2.The scene is fixed, the advertisement is accurately reached, and the acceptance is high

Charging piles are generally installed in public buildings (public buildings, shopping malls, public parking lots, etc.) and parking lots or charging stations in community residential areas. The location is fixed. Brand owners can place appropriate advertisements according to different scenarios, giving “cold” charging piles “Vigor and Temperature”.

For example, charging piles installed in the community, whether returning home from get off work or visiting relatives and friends, when residents walk into the underground garage or other parking areas, they can see charging advertising piles.

As a fixed living place, the community does not have too much mobility of residents, and the portraits of the crowd are clear. They are often environments with close spending power and people of all ages. Brands can then target advertisements that can be consumed by households.

As a home, the attribute of community life is very prominent, so advertising on charging piles is more friendly to residents. In this environment, it is easier for brand owners to place advertisements that are trusted and accepted by residents, thereby achieving better marketing effects.

3.Digital operation, which is convenient for monitoring and operating advertisements

The torrent of the times pushes the outdoor media forward, and the traditional “information-informed” advertisement has been settled in a corner, and the current brand owners are more aware of the marketing effect brought by the digital outdoor media.

As an emerging media, charging advertising piles are basically developing in the direction of digitalization. The high-definition screen combined with the advantages of fast charging can attract users to stop. This also provides convenience for brand owners to monitor advertising data, optimize and adjust subsequent advertising.

4.Driven by product characteristics, strengthen the positive effect of advertising

The construction of charging piles is to improve the urban ecological environment. It is a kind of urban furniture that can help traditional cities transform into smart new energy cities. The built-in environmental protection features can help brands leave a lasting and positive impression.

At present, charging pile advertisements are mainly aimed at B-end customer groups. In the future, the “playing methods” of charging pile advertisements can be gradually enriched, such as Rubik’s Cube Smart Investment of domestic Leda, instant direct investment of Chinese media, and focus direct investment of Focus Media. C-end advertising marketing platform, one-click publishing, convenient and fast!