Outcast Plugs In Early, Really Early, To EV Charging Station Market

December 15, 2011 by Dave Haynes

Here’s an interesting business model exercise: figure out whether there is an advertising rationale for being on electric vehicle charging station screens.

Gas pump Digital OOH network guys Outcast have announced a deal to sells ads on screens on Blink electric vehicle (EV) charging station in the U.S.

“In partnering with Outcast, a leader in the digital media space, we are furthering ECOtality’s business model by providing measurable media to enhance the user experience,” explains Jonathan Read, CEO of ECOtality, Inc. “Outcast specializes in engaging with consumers at traditional fueling locations, and we are taking that one step further by jointly developing media programming which will resonate with EV drivers at our Blink charging stations.”

Outcast will develop media solutions for Blink commercial chargers that ECOtality will deploy in 2012, with screens ranging from 7″ to 42″ based on the charger type. The charging stations are located at major retailers, traditional fueling locations, and other public and commercial locations across the country, with a concentration in 18 top metropolitan cities. The chargers will provide a targeted marketing opportunity to engage audiences that already own EVs, as well as those who aspire to own EVs.

 “With the increasing trend and popularity of electric vehicles, we are excited to support this green initiative and to work with ECOtality to bring our brand partners a new and innovative way to broadcast messages to this eco-conscious, affluent audience,” said Matthew Stoudt, Chief Executive Officer for Outcast. “Our partnership with ECOtality allows us to continue to evolve and develop new of-the-moment innovations that reach a highly-coveted demographic of first-adopters and trendsetters with engaging and targeted messages.”

On one hand, you have lotsa dwell time, as the fast-charging commercial versions take a half-hour or so to top up a vehicle. On the other hand, how many of those people who plug in are going to stand around and wait for the charge, versus walking off to get a coffee or run errands?

Another argument would be the theoretical targeting of people who are probably affluent (EVs are not cheap by any measure) and are probably index higher than average on interest in “green” products and retailers. The counter argument might be that a lot of the EVs on the road are fleet purchases and the people driving them don’t necessarily fit a demographic.

And yet another argument would be that EVs are the future and this is a chance to align a brand with that future. The counter would be that this is indeed the FUTURE and that the footprint is still way, way, way too small to warrant the effort of planning and developing media.

Outcast has a very large footprint already at traditional gas pumps, so if the EV stations can be rolled in to that as just more inventory, that can work. Sold on its own, there are less than 300 active charging stations in a handful of DMAs.

This is a bit like the screens in taxis thing, where the real reason they exist is for directing and handling commercial transactions. Ad money is nice, but secondary. If the EV market really takes off, then Outcast has been quite cagey in getting in early and at no real discernible cost. I doubt, however, there is a lot of ad revenue from these stations baked into the 2012 media sales forecast.

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ECOtality and Outcast Partner to Launch Digital Advertising Network for Blink(R) EV Charging Stations

Network Will Reach On-the-Go EV Owners With Engaging Programming at Locations Nationwide

SANTA MONICA, Calif. & SAN FRANCISCO, Dec 14, 2011 (BUSINESS WIRE) — Outcast, the largest fuel television network at the pump, and ECOtality, a leader in clean electric transportation and storage technologies, announced today a partnership to launch the nation’s largest digital network at Blink(R) electric vehicle (EV) charging stations.

“In partnering with Outcast, a leader in the digital media space, we are furthering ECOtality’s business model by providing measurable media to enhance the user experience,” stated Jonathan Read, CEO of ECOtality, Inc. “Outcast specializes in engaging with consumers at traditional fueling locations, and we are taking that one step further by jointly developing media programming which will resonate with EV drivers at our Blink charging stations.”

Outcast will develop media solutions for Blink commercial chargers that ECOtality will deploy in 2012, with screens ranging from 7″ to 42″ based on the charger type. The charging stations are located at major retailers, traditional fueling locations, and other public and commercial locations across the country, with a concentration in 18 top metropolitan cities. The chargers will provide a targeted marketing opportunity to engage audiences that already own EVs, as well as those who aspire to own EVs.

“With the increasing trend and popularity of electric vehicles, we are excited to support this green initiative and to work with ECOtality to bring our brand partners a new and innovative way to broadcast messages to this eco-conscious, affluent audience,” said Matthew Stoudt, Chief Executive Officer for Outcast. “Our partnership with ECOtality allows us to continue to evolve and develop new of-the-moment innovations that reach a highly-coveted demographic of first-adopters and trendsetters with engaging and targeted messages.”

The Blink Network of charging stations provides EV drivers the freedom to travel as they choose and conveniently charge at Blink commercial locations along the way. By becoming Blink Members, consumers may also yield even greater advantages of the Blink Network, such as local incentive programs, reservation systems, and enhanced Blink Network capabilities. For more information, visit www.blinknetwork.com . To learn more about the media and advertising around the Blink Network, visit www.outcast.net as the network develops.

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