Advertising at the Charging Point: How Gadget Stations Are Turning Into Media Products
A new channel for connecting businesses with audiences is emerging in Russia.
According to Mediascope, more than 80% of Russians use smartphones outside the home every day, which means they regularly need to recharge their devices. Against this backdrop, charging stations are evolving into a полноценный communication channel with users. Experts estimate that by 2026, conversion rates for this format could reach 20%.
One of the first players to test this digital approach is the federal network PowerApp Sharing. Its stations are no longer just places to recharge devices, but are becoming a new media channel embedded in everyday user behaviour. IT RUSSIA spoke with PowerApp Sharing founder Daniil Mikhailov about how charging stations are turning into a new format for audience engagement and what opportunities this creates for businesses.
– How will charging stations differ from other media channels? Who are they designed for?
– This is a new format of offline media with guaranteed attention. The user stays at the station for several minutes, interacts with the screen, and does not switch away. Our preliminary estimates show that audience engagement (ER) at these touchpoints is three to five times higher than in traditional digital banners, allowing brands to increase conversion into target actions by 15–20%. Brands can engage users in a specific location and at the right moment, running geotargeted campaigns, promoting offers near points of sale, driving impulse purchases, or directing users online.
– Can advertising on charging stations actually drive purchases?
– Yes, that is exactly where things are heading. Charging stations are gradually turning into full-fledged points of sale, where users can move straight from viewing an ad to making a purchase via a QR code or a payment service. For example, this year we are expanding integrations with banks and payment platforms. Charging stations will start to function as part of financial products, loyalty programmes, and customer services. Integration with fintech tools will allow advertisers to increase the average transaction value by 10–12% through personalised offers that are triggered the moment a user begins interacting with a charging station.
– How do digital tools help shape advertising in this space overall?
– Today, the battle for attention is driven by personalised content and services. That means businesses need a deep understanding of their audience. As this segment evolves, charging infrastructure will become a source of valuable data on real-world user behaviour. Stations can capture location, time of interaction, session duration, and follow-up actions, making it possible to build more accurate CRM systems and audience segments. This, in turn, allows businesses to work with specific behavioural patterns and deliver more tailored, relevant communication.
