In his book Understanding the Media: On the Extension of Human Beings, Canadian scholar McLuhan proposed that the truly meaningful information is not the content that the media of various times prompts people, but the media itself that is constantly developing and changing. These media change the way we communicate and receive information, and create our own way of life.
With the tide of the times, outdoor media has changed from traditional static to digital outdoor, deriving more diversified media forms. This includes digital billboards and outdoor signs, as well as screen networks in shopping malls and health care places.
In addition, some emerging media are emerging. For example, the “hot chicken” in the field of hard science and technology: the rapid growth of new energy vehicles, the construction of charging stations, charging piles and other infrastructure has also accelerated into the fast lane. Will the combination of charging pile and outdoor advertising become the next gold mine in the indu
stry?
Charging pile advertising has great potential
As a good media carrier, the product of the integration of charging advertising pile type outdoor advertising machine and new energy charging pile can not only supplement the profitability of the electric pile, but also accelerate the process of urban media utilization. In addition, the internal reference of outdoor advertising believes that the charging advertising pile also has the following development potential:
1. Expand the profit method and improve the use value of the charging pile;
On the profit side, the existing profit model of the charging pile is very simple, almost relying on charging service fees, and this profit is not ideal. According to the calculation of the analysis model of Everbright Securities, with a single pile cost of 60000 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, 1.2 hours per day, the payback period of the 60kW DC fast charging pile will take 3.8 years, which will only be longer if the costs of operation and maintenance, land, construction, rent, etc. are added. In addition, users are highly sensitive to the price of electricity, and it is difficult to raise the price significantly, which makes the profit space that enterprises can tap in charging service fees very limited.
As in Europe and the United States, the combination of digital outdoor media and charging piles can provide convenience for customers without charge, so as to attract more and more electric vehicle drivers, improve the company’s profits through the additional revenue brought by advertising, and form a win-win situation in which charging stations, customers and third-party advertisers can benefit from each other.
2. Fixed scenes, accurate advertising touch and high acceptance;
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 put appropriate advertisements according to different scenes to give “vitality and temperature” to “cold” charging piles.
For example, charging posts installed in the community can be seen when residents walk into the underground garage or other parking areas, whether they go home from work or visit relatives and friends.
As a fixed living place, the mobility of residents is not too large, and the portraits of people are clear, which is often an environment with similar consumption capacity, both young and old. The brand can then launch targeted advertisements for family consumption.
As the home, the community life attribute is very prominent, so advertising on the charging pile is relatively friendly for residents. In this environment, brand owners’ advertising is also more likely to be trusted and accepted by residents, so as to achieve better marketing results.
3. Digital operation, easy to monitor and operate advertising;
The torrent of the times is pushing the outdoor media forward. The traditional “information” advertising has been settled in a corner. At present, brand owners are more aware of the marketing effect of digital outdoor media.
As a new media, charging advertising posts are basically developing in the direction of digitalization. The advantages of high-definition screen and fast charging can attract users to stop. This also provides convenience for brand owners to monitor advertising data, optimize and adjust subsequent advertising.
New outlet for domestic and foreign enterprises
Charging pile+outdoor advertisement
The construction of charging stations in Poland and Croatia is still in its infancy. ChargeEuropa has provided free electric vehicle charging services for electric vehicle drivers in both countries, built digital outdoor media in various prime locations, and supported the operation of charging stations with advertising revenue.
Volta Industries, an electric vehicle charging network company that has been listed on the New York Stock Exchange, is engaged in the business model that drivers can use their charging piles outside high-end shopping malls and supermarkets for charging free of charge, and its operating income depends on the 55 inch electronic display screen installed on the charging piles.
If you are interested in the outdoor advertising media project of charging pile display, please contact the MPled– The Leader of LED Display One Stop Solution Provider.
Post time: Sep-30-2022
