In today's fast-paced, tech-driven world, staying connected while traveling is no longer a luxury but a necessity. Airports are bustling hubs of modern travel and passengers are increasingly relying on smartphones, tablets, and laptops for communication, entertainment, and productivity making access to power a critical part of the travel experience. But beyond simply providing power, these charging stations represent something even more significant: a unique opportunity for advertisers.
The Growing Demand for Charging Stations
The global demand for charging stations has surged alongside the rise in travel and personal device usage. The global cell phone charging station market was valued at USD1.5 billion in 2023 and is expected to reach USD 3.9 billion by 2032. With over 4.7 billion passengers expected to travel globally in 2024, the more passengers travel with smartphones, tablets, and laptops, the higher the need for charging solutions. In fact, 91% of consumers report using their smartphones while traveling, underscoring the growing dependency on personal devices.
Travelers now expect airports to offer charging stations that provide quick and convenient access to power, especially as travelers sometimes face delays and long layovers. JCDecaux is responding to this shift by upgrading and expanding our GDN network and installing more charging stations in key locations throughout various airports across the United States, including Miami International Airport, Orlando International Airport, Dallas Fort-Worth International Airport and Los Angeles International Airport. By the end of January 2025, we will be upgrading 63 locations in Miami International Airport, replacing the current digital screens with new 55” screens, dominating the gate rooms. The increasing presence of charging points reflects a shift in the way airport’s view passenger amenities as value adding experiences rather than just a service.
Leveraging Charging Stations as Prime Locations for OOH
Charging station offer dual functionality, making them particularly attractive for advertisers. Not only do they meet a practical need but also serve as prime advertising real estate. With the growing prevalence of digital OOH, charging stations have evolved to incorporate interactive digital screens, providing advertisers with an opportunity to deliver highly visible content to travelers while they charge their devices.
One of the most compelling reasons for advertisers to engage with charging stations is the high dwell time they offer. Passengers spend an average of 15-30 minutes at charging stations, creating a substantial window for advertisers to capture their attention. During this time, travelers are likely to view multiple pieces of content, whether it’s video ads, promotions, or interactive experiences making the environment ideal for repeated exposure. With the ability to target content based on location, time, or even traveler demographics, these stations allow brands to tailor their messaging for maximum impact. By using charging stations as a springboard for brand engagement, advertisers can create memorable, positive experiences for travelers that extend beyond the screen.
Strategic Placement to Maximize Impact and Visibility
Charging stations are often strategically placed near airport departure gates, where passengers tend to congregate before boarding their flights. This placement maximizes both visibility and engagement, as these areas are high-traffic zones with a large volume of travelers. According to research, the average time spent in an airport terminal has increased significantly in recent years, with passengers spending an average of 2 hours and 20 minutes before their flights. This extended wait time presents an ideal opportunity for advertisers to reach passengers when they are more likely to notice and engage with advertisements.
While waiting for their flights, passengers are often looking for ways to pass the time, and charging their devices becomes a priority. This creates a perfect opportunity for advertisers to engage them in a moment of focus, where attention is more likely to be drawn to the nearby content. It is in fact increasingly popular for tv shows or movies to be advertised on these networks, as advertisers are leveraging the need for in flight entertainment. As passengers wait to board, they are already in a captive environment, making them more receptive to branded messages or promotions.
Capturing Attention Through Highly Focused Language in OOH Campaigns
Recently, various advertisers have been leveraging our GDN network and displaying some highly focused campaigns using highly relevant and contextual language that links their campaigns with the charging station.
Advertisers such as Salesforce and Sephora have chosen to use charging- specific language and puns to create a more engaging and contextually relevant experience, leveraging the connection between the physical act of charging and the message being delivered. Puns or playful language, like ‘now that you’ve got battery’ or ‘phone out of juice’ makes the advertisement feel more connected to the moment, enhancing both brand recall and engagement. It’s also an opportunity to stand out from traditional, less context-specific advertising, making the message feel more personalized and relevant to the traveler’s immediate experience. In this way, interest is sparked and immediate attention is drawn to the advertisers website, ultimately driving traffic and purchases.