Written by Cláudio Afonso | info@claudio-afonso.com | LinkedIn | Twitter
The electric vehicle charging network Volta announced on Tuesday the launching of its new Store Next Door™ place-based targeting offering. Volta’s EV charging stations are also a digital billboard advertise with brands like Netflix, Starbucks, Anheuser-Busch, and Jeep featured at 55-inch digital screens.
The Store Next Door offering expands the categories advertisers can use to target Volta’s highly visible, 55” digital media screens from just the main store to nearly 40 unique options, including healthcare centers, gyms, pet stores, and quick service restaurants.
For example, an apparel brand can now target Volta media screens located one or two doors down from sporting goods stores that share the same parking lot as Volta’s charging stations. This new capability was made possible by Volta’s data-driven understanding of commercial real estate design, parking lot configurations, and shopper behavior, the company stated.
“Advertisers are rapidly increasing spend with contextually-rich retail media networks. By 2023, retail media will command nearly 20 percent of digital advertising budgets,” said Brandt Hastings, Interim CEO and Chief Revenue Officer at Volta. “Store Next Door invites more advertisers to benefit from Volta’s at-store media network by capturing attention immediately before customers make a purchase, all while supporting the switch to carbon-free transportation.”
“The location of Volta’s media screens next to store entrances is incredibly valuable to our clients,” said Christian Kull, EVP of Sales at digital out of home (DOOH) ad platform, Adomni. “With the Store Next Door targeting product, now even more advertisers can influence shoppers through the Volta Media Network.”
The Store Next Door product also improves upon the industry’s standard place-based targeting options, such as proximity and point of interest (POI) + radius methods. These existing approaches are designed around simple geographical dimensions and can result in advertisers reaching audiences that have no intention of visiting, nor easy access to, the desired destination. In comparison, Volta’s new offering ensures marketers only message people actually parked within the lot servicing their store — not down the street or across a highway.
“Success in OOH depends on messages reaching the right customers at the right places and at the right time,” said Brittany Eckett, Director of Investments at Kinetic Worldwide, part of WPP. “At the end of the day, this all means that the right screens need to be targeted so we reach only likely customers.”
On April 16,Volta announced that its Board of Directors appointed Brandt Hastings, Volta’s CRO, as interim Chief Executive Officer, effective immediately. Brandt will also retain his title as Volta’s CRO. This appointment follows Scott Mercer’s decision to step down as Chairman and CEO of Volta in March.
Recently, Volta announced the launch of PredictEV Fleet. The product is the second within its suite of machine learning and artificial intelligence solutions for infrastructure planning. Volta signed a with multi-year commitment from Southern Company, the second-largest utility company in the United States.
Written by Cláudio Afonso | info@claudio-afonso.com | LinkedIn | Twitter