Explaining EV Screen Advertising: How to Reach Customers at Charging Stations

Electromobility is experiencing an unprecedented boom—alone in May 2023, over a million new electric vehicles were registered worldwide. This development opens up entirely new possibilities for EV Screen Advertising at charging stations, where an especially attractive target audience can be reached.

In fact, e-car drivers have an above-average household income of $125,000 to $150,000 per year and are particularly tech-savvy and environmentally conscious. During the charging process, we have the unique opportunity to reach these valuable customers— 64% indicated they would spend more time shopping while charging.

In this article, we explain how to optimally exploit the potential of advertising screens at charging stations. We consider both the technical aspects of DOOH charging stations and the pricing for Advertising Screens, showing successful strategies for your campaigns.

The Growing Market for DOOH Charging Station Advertising

The market for digital out-of-home advertising at charging stations is growing in parallel with the increasing number of electric vehicles in Germany. This new form of advertising offers fascinating opportunities for companies to reach a high-purchasing-power target group exactly when they have the time—namely during the charging process.

Current Figures on Electromobility in Germany

Electromobility has experienced a remarkable upswing in recent years. As of January 1, 2025, around 1.65 million pure electric cars (BEVs) were registered in Germany [1]. Additionally, about 967,400 plug-in hybrid vehicles were on German roads [1]. This means the share of e-cars in the overall car stock is just under three percent [1].

Although new registrations in 2024 saw a decline with around 380,609 e-cars compared to 2023 (524,219 vehicles) [2], a positive trend is currently emerging again. In March 2025 alone, electric cars accounted for 16.8 percent of all new registrations [3], and in January 2025, an increase of 53.5 percent compared to the previous year's month was recorded [2].

It is also noteworthy that more electric cars are now being newly registered than diesel vehicles in Germany [3]. This underscores the change in mobility behavior among Germans.

Forecasts for the Expansion of Charging Infrastructure

As the number of electric vehicles grows, so does the need for charging infrastructure. Currently, there are over 120,600 normal charging points and more than 33,400 fast-charging points in Germany [4]. However, to achieve the goal of 15 million e-cars by 2030 [1], a massive further expansion is necessary.

The study "Charging Infrastructure after 2025/2030" forecasts about 13.4 million battery electric vehicles and 3.2 million plug-in hybrids on German roads by 2030 [5]. Depending on the scenario, between 380,000 and 680,000 public charging points will be needed to supply these vehicles [5]. The necessary installed charging capacity should be between 23.3 and 32.4 gigawatts [5].

The federal government has already decided on measures for the expansion of a nationwide charging infrastructure with the Master Plan Infrastructure, investing more than three billion euros by 2023 [6].

Advertising Potential at Charging Stations

The longer dwell times at charging stations compared to conventional gas stations offer excellent advertising potential for DOOH charging stations (Digital Out of Home) [7]. The advertising industry has recognized this potential, and initial marketers like Goldbach are already incorporating charging stations into their portfolios [8].

What makes EV Screen Advertising particularly attractive:

• Targeted Precision: The audience is already pre-qualified by their purchasing mindset [9]

• High Attention: During the charging process, users have time to perceive advertising messages [7]

• Provable Effectiveness: Studies show that campaigns at the point of sale have a significant impact on sales [9]

• Reach Beyond Users: Through strategic placement, the screens also reach passersby and road traffic [9]

In addition to the pure advertising function, the displays at charging stations can also offer added value to users, such as current traffic information or regional offers [7]. This further increases the acceptance and effectiveness of the advertising.

Understanding the Special Target Group of E-Car Drivers

Advertising at charging stations meets a special customer group. E-car drivers differ significantly from conventional car drivers—both in their socio-economic situation and in their behavior and values. These differences offer exciting starting points for targeted advertising via EV Screen Advertising.

Demographic Characteristics and Purchasing Power

E-car drivers are predominantly people with above-average purchasing power. Almost half (48%) of e-car owners have a monthly household net income of more than 4,000 euros, while this is only the case for 31% of conventional car drivers [11]. Furthermore, it is mainly middle-aged men (35-59 years) who choose electric cars [1].

Interestingly, this group often consists of:

• Married individuals with their own children [1]

• Residents of single-family and two-family homes in good residential areas [12][1]

• People with high quality and status awareness [1]

These demographic characteristics are also reflected in purchasing behavior. The vast majority (73%) of e-car drivers have bought their vehicle new, while used cars still account for a small share at 19% [3]. For a new electric car, German car buyers are willing to spend an average of 36,204 euros—significantly more than for conventional or hybrid cars [3].

Retention Time and Attention During Charging

The charging process of an electric car takes between 30 minutes and 14 hours, depending on the charging station [13]. This time offers a unique advertising window for DOOH charging stations. While only a few minutes are available at traditional gas stations, e-car drivers can be targeted during charging.

It is remarkable that many e-car drivers use the charging time productively. They do shopping, go to nearby cafes, or occupy themselves with their smartphones [14]. Herein lies the special opportunity for advertising systems at charging stations—they reach customers at moments of increased attention and reduced distraction.

However, 38% of e-car drivers still see room for improvement in fast charging on long distances [15]. This indicates further potential for entertainment and information offerings during the charging time, which can be optimally used by EV Chargers with Advertising Screens.

Environmental Awareness and Consumer Behavior

E-car drivers exhibit a more pronounced environmental awareness than drivers of conventional vehicles. 69% of e-drivers describe their lifestyle as sustainable or mainly sustainable, compared to only 51% of conventional car drivers [11].

This awareness also manifests itself in other consumption areas: 74% of e-car drivers pay attention to sustainable or biodegradable ingredients when purchasing cleaning and laundry products (conventional car drivers: 51%) [11]. Additionally, 68% of electric car drivers inform themselves about microplastic contents when buying everyday products and cosmetics, while only 49% of non-e-car drivers do the same [11].

It is also noteworthy that 37% of e-car drivers have a German rail pass or another subscription to public transport—almost twice as many as among conventional car drivers (20%) [11]. This underscores their general openness to sustainable mobility concepts.

The choice of electricity tariffs also speaks for the environmental awareness: while 45% of conventional car drivers are exclusively price-oriented, only 20% of e-car drivers do so [11]. They are more often willing to pay more for more environmentally friendly electricity.

These characteristics make e-car drivers the ideal target group for advertising with sustainability aspects—a crucial factor in designing campaigns for Advertising Screens at charging stations.

Successful Campaign Planning for EV-Screens

Planning advertising campaigns for screens at electric charging stations requires a specific understanding of the situation and target group. The longer retention times and the special environment offer unique opportunities for effective communication via EV Screen Advertising.

Appropriate Content for the Charging Situation

Considering the special situation is crucial when designing advertising content for charging stations. During the charging process, users have more time and attention than at conventional gas stations. In fact, e-charging stations offer one of the few media that genuinely provide passersby and residents with added value.

Particularly effective are:

• Product configurators and interactive applications that bridge the waiting time usefully

• Local offers and information about nearby shopping or relaxation opportunities

• Current traffic information or regional news as an additional service

Industry experts confirm that individually designed motifs always have a positive effect on the effectiveness and relevance of the displayed spots. Advertising impact studies also demonstrate that campaigns at the point of sale have a significant influence on the sales of the advertised product.

It is also noteworthy that the medium is particularly suitable for brands that come from the e-mobility sector or place value on a low CO2 footprint for their campaigns. Furthermore, brands represented at the point of sale are predestined customers, as they can reinforce the final impulse to purchase with individual product offers.

Local vs. National Campaigns

When deciding between local and national campaigns, DOOH charging stations offer flexible options. Experts recommend: "Plan nationally to create relevant reach and tailor spot design individually at the local or regional level—or ideally at the site level—to the recipient situation."

For local campaigns, according to Google, certain prerequisites apply: registration with Google My Business, suitability for conversions in the form of store visits, campaign duration of at least 30 days, and targeting at least ten locations. An additional recommended budget of about 1,000 euros per day is suggested.

In contrast, national campaigns quickly achieve a high reach at strategically placed EV-Screens. Especially at locations like shopping centers, where marketers like Ströer already operate approximately 60 malls with almost 1,000 screens, achieving over 50 million advertising contacts weekly.

When booking advertising spots for charging stations, providers offer flexible options—from individual locations to entire networks. Prices are typically calculated according to generated contacts, allowing a fair comparison with other forms of advertising.

Utilizing Interactive Possibilities

Modern DOOH charging stations open up various interactive possibilities that go beyond classic advertising. The 55-inch LCD displays at Advercharge charging stations, which are mainly installed in hardware store parking lots and supermarket parking lots, offer ideal conditions for this.

Innovative approaches include:

• Dynamic content that adapts in real-time to external factors such as weather or time of day

• Digital sweepstakes that can be conducted during the charging time

• Augmented reality applications that create a unique brand experience

Particularly promising is the possibility of creating and publishing advertising content in seconds with VisuScreen cloud. Videos, graphics, or digital posters can be controlled from a PC or smartphone, offering maximum flexibility.

Technological development goes even further: proximity sensors are now being discussed that play ads only when a person is near the station. This increases attention and prevents the displays from being confused with mere digital signage installations.

Especially for supermarket chains like Feneberg and tegut, which have already entered into agreements with charging station operators, new marketing opportunities arise. The charging stations not only serve power supply but also act as innovative advertising carriers that contribute to financing the e-mobility infrastructure.

Pricing and ROI in EV-Screen Advertising

Two key questions arise in advertising financing at charging stations: What does EV Screen Advertising cost, and what added value does it offer compared to other forms of advertising? After all, the investment must pay off.

Comparison with Other Advertising Forms

EV Screen Marketing offers remarkable cost efficiency compared to traditional outdoor advertising and online advertising. In fact, Digital Out Of Home provides advertisers in the marketing mix with up to a fourfold higher return on investment according to a FAW ROI study published in 2020 [16]. This effect is due to precise audience targeting and high interaction rate.

Success Measurement and KPIs

Various metrics are used to measure the success of DOOH campaigns at charging stations. According to a survey of German advertising buyers in 2023, 55% measure success based on revenue increase, while 40% use the increase in visitor numbers (footfall) as a metric [2].

Moreover, DOOH scores primarily with reach. The awareness is up to three times higher than TV advertising—directly at the point of sale [16]. People demonstrably remember advertising broadcast over DOOH media better than with other advertising media [16].

Case Studies of Successful Campaigns

An outstanding example of successful EV Screen Marketing is provided by Hertha BSC. The football club activated Berliners with the campaign "In Berlin, you can be anything. Also a Hertha fan" on LED screens [17]. Other campaigns have been implemented for green electricity providers, the travel industry, and recruitment measures [17].

However, advertising impact studies also show that campaign-specific study designs are useful to prove the actual impact on sales in the store [9]. Especially effective are individual motif designs, which have a positive effect on the impact and relevance of the displayed spots [9].

For a transparent ROI, experts recommend the formula: ROI = (Total revenue - Total costs) / Total costs x 100 [18]. Both advertising revenues and possible additional revenue sources through partnerships or sponsorship should be considered.

Technological Innovations and Future Trends

The technological development in charging station advertising is advancing rapidly and opening up entirely new possibilities for EV Screen Advertising. While current systems are already delivering impressive results, future innovations will further revolutionize the advertising medium.

Personalization via Vehicle Recognition

Modern AI technologies now enable precise image and voice recognition, which can be used for personalized advertising at charging stations. By analyzing image data, algorithms can gain insights and play out individual advertising content based on that [19]. However, experts emphasize that no conversations are being listened to—rather, data collected with user consent is converted into anonymized information for advertisers [7].

Particularly promising is the vehicle recognition, which allows specific advertising to be played based on the e-car model. This creates an even higher degree of personalization without violating users' privacy.

Integration with Mobile Marketing

The link between DOOH charging stations and mobile devices is an important future trend. In fact, every fifth German already uses a mobility app [6]. This development enables a seamless customer journey across various channels.

Through integration, exciting possibilities arise:

• Continuation of the advertising message from the EV Charger with Advertising Screen to the smartphone

• Targeted control through location detection

• Interactive elements like QR codes for further content

Additionally, the combination with car-sharing concepts offers further potential. A single car-sharing vehicle can replace up to 20 private cars in urban areas [20].

Programmatic DOOH Booking for Charging Stations

Meanwhile, charging station screens are also programmable. Eisbach Media is the first provider in Germany to offer charging station inventory in the programmatic network [4]. The marketer is currently building a network of so-called EV Screens and playing them programmatically [9].

The benefits of programmatic booking are diverse:

• Flexible and data-driven control in real time

• Motif adjustments based on factors like weather or time of day [21]

• Precise audience segmentation

Experts predict that by 2030, about 13.4 million battery electric vehicles will be registered in Germany [22]—a huge potential for EV Screen Advertising and its technological advancements.

Conclusion

EV Screen Advertising is developing into an essential component of modern marketing strategies. In fact, the combination of long dwell times, affluent audience, and innovative technology offers unique advertising opportunities at charging stations.

The numbers speak for themselves: with a projected 13.4 million e-cars by 2030 and a steadily growing charging infrastructure, a significant new advertising market is emerging. However, success in this segment requires a deep understanding of the special target audience as well as well-thought-out campaign planning.

Moreover, technological innovations such as vehicle recognition and programmatic booking are driving development further. These advances enable even more precise audience targeting while simultaneously using resources efficiently.

The future of EV Screen Advertising lies in the intelligent linking of technology, audience understanding, and creative campaign design. Those who cleverly combine these aspects tap into a promising advertising channel with proven high effectiveness.

FAQs

Q1. How does the target audience of e-car drivers differ from conventional car drivers? E-car drivers generally have higher incomes, are more environmentally conscious, and more tech-savvy than drivers of conventional vehicles. They are often willing to spend more on sustainable products and show a greater interest in innovative technologies.

Q2. What advantages does advertising at charging stations offer over traditional outdoor advertising? Advertising at charging stations allows for longer contact time with the target audience, as the charging process takes more time than refueling. Furthermore, it reaches a specific, affluent target group at a moment of increased attention and can incorporate interactive elements.

Q3. How do the costs of EV Screen Advertising compare to other advertising forms? The costs of EV Screen Advertising vary depending on duration and scope, but it is often cost-efficient. Studies show that DOOH advertising can offer up to four times higher return on investment compared to traditional advertising forms.

Q4. What technological innovations are expected for the future of EV Screen Advertising? Future innovations include personalization through vehicle recognition, integration with mobile marketing, and the expansion of programmatic DOOH bookings. These technologies enable more precise audience targeting and more flexible campaign management.

Q5. How can the success of EV Screen Advertising campaigns be measured? Success can be measured using various KPIs, including revenue increase, increase in visitor numbers (footfall), and increase in brand awareness. Experts also recommend campaign-specific study designs to demonstrate the actual impact on sales. Awareness of DOOH campaigns can be up to three times higher than TV advertising.