A new channel for business-audience communication has emerged 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 becoming a full-fledged channel for audience interaction: experts predict that in 2026 the conversion rate of this format will reach 20%.
PowerApp Sharing was one of the first federal networks to join this digital experiment. The company’s stations will now work not only as places to charge gadgets, but also as a new media channel embedded in everyday user behavior. Daniel Mikhailov, founder of PowerApp Sharing, told IT RUSSIA how charging stations are becoming a new communication format with audiences and what opportunities this opens for business.
This is a new offline media format with guaranteed attention. The user stays at the station for several minutes, interacts with the screen, and does not switch away.
– How will charging stations differ from other media channels? What audience are they designed for?
This is a new offline media format with guaranteed attention. The user stays at the station for several minutes, interacts with the screen, and does not switch away. Our preliminary calculations show that audience engagement (ER) at these touchpoints is 3-5 times higher than with classic digital banners, allowing brands to increase conversion to a target action by 15-20%. Brands will be able to work with audiences in a specific location and at the right moment, launching geotargeted campaigns, promotions near points of sale, stimulating impulse purchases, or driving users online.
– Will it be possible to drive users to purchase through this kind of advertising on charging stations?
Yes, that is where the market is heading. Charging stations are gradually becoming full-fledged points of sale: users will be able to go directly to a purchase via QR code or a payment service. For example, this year we are expanding integrations with banks and payment services. Charging stations will become part of financial products, loyalty programs, and customer services. Integration with fintech tools will allow advertisers to increase average order value by 10-12% through personalized offers activated when the user starts interacting with a charging station.
– How do digital tools generally help configure advertising?
Today, personalized content and service matter in the fight for attention. That is why businesses need to know their audience in detail. As the segment develops, charging infrastructure will become a source of valuable data about real user behavior scenarios. Stations will record location, interaction time, session duration, and subsequent actions, helping build more accurate CRM systems and audience segments. This will give businesses the ability to work with specific behavior patterns and build personalized communications.
Source: itrussia