The rapid adoption of electric vehicles (EVs) has not only disrupted the automotive industry but also created a unique opportunity for advertisers. As EV infrastructure expands, particularly with the installation of charging stations across the UK, these hubs have become valuable spaces for media advertising. EV charging media advertising is a nascent but promising channel that blends sustainability, innovation, and consumer engagement.
With over 1.2 million plug-in vehicles now on British roads and ambitious government targets to phase out internal combustion engine vehicles by 2030, EV infrastructure is growing at a record pace. Charging points are no longer confined to remote parking spots but are integrated into high-traffic areas like shopping centres, motorway services, and public car parks. These locations attract a diverse demographic, making them ideal for advertisers seeking visibility and engagement.
EV users typically spend 20-40 minutes at a charging station. This “dwell time” offers a captive audience, creating a perfect setting for impactful advertising. Unlike traditional outdoor advertising, which competes for fleeting attention, charging station ads have the luxury of a more attentive audience who are waiting and likely to engage with their surroundings.
Most EV charging media advertising takes the form of digital displays integrated into charging units or adjacent screens.
Ciaran Synnott, CTO of Chargabull a EV Advertising company said: “These digital out-of-home (DOOH) advertisements are dynamic, eye-catching, and highly adaptable. Advertisers can tailor campaigns to specific times, weather conditions, or even user profiles based on location data. For instance, an eco-conscious audience in a metropolitan area might be shown advertisements for sustainable products, while a suburban location might focus on family-oriented brands.”
Beyond digital screens, other innovative approaches are emerging. For example, interactive ads that engage users via QR codes or mobile apps can transform a passive experience into an active one. Similarly, static branding on the physical infrastructure of charging stations remains a viable option, offering consistent exposure to pedestrians and drivers.
Advertising at EV charging stations is not just about reaching an audience; it’s also about aligning with their values. EV drivers are often environmentally conscious, and brands that advertise in this space can enhance their green credentials. By associating their message with sustainable technology, advertisers demonstrate a commitment to the environment, which resonates with modern consumers.
Moreover, the power to run these digital ads often comes from renewable energy sources, adding an extra layer of sustainability. This alignment between medium and message strengthens the impact of the advertising and fosters trust and loyalty among eco-minded audiences.
Several companies have already harnessed the potential of EV charging media advertising.
Notably, some UK retailers suich as the autel ev range, have partnered with charging networks to deliver targeted promotions directly to EV drivers. For instance, a supermarket chain might offer discounts or personalised deals to customers as they charge their vehicles at the store’s car park. These campaigns have shown impressive engagement rates, with users appreciating the convenience and relevance of the messaging.
Similarly, automotive brands are leveraging this space to promote their own EV models or related services, reinforcing their position in the green mobility sector. These ads not only generate leads but also reinforce the brand’s image as an innovator in sustainable transport.