With the tide of the times, outdoor media has transformed from traditional static to digital outdoor, giving rise to more diverse forms of media. This includes digital billboards and outdoor signage, as well as screens in shopping malls and healthcare facilities.

In addition, some emerging media are on the rise. For example, the rapid growth of new energy vehicles and the construction of infrastructure such as charging stations and charging stations are also accelerating into the fast lane. Combining charging stations with outdoor advertising will become the next gold mine in the industry.

01. New ways for domestic and foreign enterprises, charging stations+outdoor advertising

In July of this year, a certain domestic company, Jun Electronics, explored the scenario of new energy vehicle charging stations, organically combining outdoor high brightness LCD screens and charging modules, and opened up commercial purposes such as advertising spaces. Consumers can easily complete their car charging by themselves. This charging advertising station has gone abroad and landed in Europe.

The charging station, as a huge traffic entrance, will continue to develop in the future and inevitably generate new profit directions. Combining it with outdoor advertising is a good choice, and many foreign companies have begun to layout.

ChargeEuropa, a foreign company specializing in electric vehicle charging networks, has also sensed the potential of charging station advertising and has set up electric vehicle charging advertising stations in Poland and Croatia.

The construction of charging stations in Poland and Croatia is still in its early stages, ChargeEuropa provides free electric vehicle charging services for electric vehicle drivers in both countries, and supports digital outdoor media in various prime locations to support the operation of charging stations with advertising revenue. The revenue comes from advertising on a 55 inch electronic display screen installed on charging stations.

02. Advertising for charging stations has great potential

The product of the integration of charging advertising pile outdoor advertising machines and new energy charging piles, as a good media carrier, can supplement the profitability of electric piles and accelerate the process of urban media utilization. In addition, outdoor advertising insiders believe that charging advertising piles also have the following development potential:

1. Expand profit models and enhance the value of charging stations;

On the profit side, the existing profit model of charging stations is very single, almost relying only on charging service fees, and this profit is not ideal. According to the analysis model of Everbright Securities, with a single pile cost of 60000 yuan and an average of 0.6 yuan per kilowatt hour, if the utilization rate of a single pile is 5%, that is, 1.2 hours of use per day, the investment payback period of a 60kW DC fast charging pile will be 3.8 years. In addition to the costs of operation and maintenance, land, construction, rent, etc., this time will only be longer. In addition, users are highly sensitive to electricity prices, making it difficult to raise prices significantly, which limits the profit margin that companies can tap into in charging service fees. The additional revenue brought by advertising can also increase the company's profits, forming a win-win situation where charging stations, customers, and third-party advertisers all benefit from it.

2. Fixed scenes, precise advertising reach, and high acceptance;

Charging stations are generally installed in public buildings (such as public buildings, shopping malls, public parking lots, etc.) and community residential parking lots or charging stations, with fixed positions. Brand owners can place suitable advertisements according to different scenes, giving "cold" charging stations "vitality and temperature".

Brands can place targeted advertisements for household consumption.

3. Digital operation facilitates monitoring and operation of advertisements for publication;

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

4. Driven by product characteristics, enhancing positive advertising effects

The construction of charging stations is aimed at improving the urban ecological environment and belongs to a type of urban furniture. It can help traditional cities transform into smart new energy cities, and its inherent environmental characteristics can help brands leave a lasting and positive impression.

Of course, there are also problems with this track. The advertising of new energy charging stations can run smoothly in Europe and America, which is inseparable from their special national conditions. Can China also run a unicorn like Volta Industries, an electric vehicle charging network company listed on the New York Stock Exchange, on this track? Two experts were invited to share their views on outdoor advertising.

However, once China's outdoor media becomes a network and a film, it will surely unleash even greater vitality and value. We will continue to assist the development of advertising media for new energy vehicle charging stations in China.