This EV Charging Company Just Launched a New Media Network

As our economy moves toward more environmentally friendly ways of powering itself and our lives, electric vehicles are going to be critical for places without access to mass transit—which describes the vast majority of the U.S. Realizing how necessary that transition would be, Scott Mercer founded Volta Charging over a decade ago. The EV charging network now boasts 2,137 stalls nationwide. The stations are strategically placed to ensure that they're convenient for EV owners—something that addresses a major concern for drivers accustomed to the option of filling their gas tanks at every few miles. Now, the company is launching a dedicated media network, Volta Media, to better serve its advertising partners. The charging stalls have digital screens on either side, offering advertisers an opportunity to sandwich their brand message between an eco-friendly mode of transit and a retail store. Around Half of American Car Owners Are Open to Buying an Electric Vehicle Volta also released a white paper today: The Rise of the Climate Conscious Consumer. The report is a result of research that Volta conducted alongside market research firm F'inn in early September. It outlines a shift toward more environmentally-conscious decision-making among consumers. The research indicates that EV charging stations are a prime location to reach folks who are more concerned about the climate—a desirable segment of consumers for brands looking to tout their sustainability chops. While only 7.4% of those surveyed said that they currently drive an EV, 62% agreed that "climate change requires urgent action by all of us." Consumers want to know that businesses are committed to climate action. Climate-conscious consumers already notice EV charging stations Of those who were considered climate conscious consumers based on their answers to initial survey questions, 50% said they see EV charging stations at least once a week. Just over a quarter (26%) said they see them every day. A vast majority (88%) of the respondents that Volta categorized as "climate champions"—those who said they go out of their way to make sustainable consumption decisions—said they see EV charging stations in the places that they shop. "We're engaging not only with [current EV] drivers, we're engaging with intenders," Nadya Kohl, CMO of Volta Charging, explained. As EVs become cheaper and more widely available, Volta expects more "intenders" to become drivers—expanding their most captive audience. McCann Worldgroup Report Upends Conventional Wisdom About Consumers’ Environmental Concerns Right now, Volta's stations are located in the parking lots of grocery stores like Whole Foods, Stop & Shop and Albertson's and retailers like Macy's and Kohl's. They're also found at Walgreen's, Topgolf and even the United Center sports arena in Chicago. The more climate conscious a consumer is, the more likely they'll notice EV charging stations. "[Our charging stations] at all the places that are associated with those consumer habits and preferences—the places they love to go," Kohl said. "We're right by the front door. So we have engaged consumers who notice a beautiful medium that is associated with sustainability minutes before they're making a brand decision, and when they're predisposed to feel receptive." The end of gas stations? Volta predicts a shift in the way that consumers fuel their cars as they switch over to EVs. Kohl described it as similar to the way that people charge their phones. They'll leave the house in the morning with a full charge, but throughout the day, they might plug it in if it's convenient. A trip to the gas station just to fuel up will no longer be necessary. "We're an EV charging network that's predicated on that fundamental shift in those transportation habits," Kohl said. "We're poised to help brands connect to that related shift in consumer shopping behavior." So far, Volta has worked with brands including Alaska Airlines, Anheuser-Busch, Bloomberg Green, Chase, Cox, Hulu, Jeep, Nestle, Netflix, Smart Water and Starbucks. The charging station screens offer customizable OOH that can adapt to the needs of different campaigns, too. Jeep ran a weather-based campaign tailored to the location of the charging stall. The ad changed to mimic the weather of the area at the time, showing footage of Jeep's Wrangler 4xe navigating those same conditions. For others, the screens include a QR code that opens up an AR component for consumers to experience on their smart phones. "We're fundamentally focused on how this trend of EVs will fundamentally transform consumer behaviors," Kohl said. "Our mission is to understand and leverage those fundamental behavioral shifts. We're also understanding how they will help unlock opportunities for businesses. That's where we can help [advertisers] understand the shift in driving, fueling and commerce." After COP26 and #EdelmanDropExxon, World’s Largest PR Firm Announces Climate Strategy

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This EV Charging Company Just Launched a Media Network to Sell Ad Space on Their Stations

Volta offers advertisers access to climate conscious consumers in high-traffic areas

Kathryn Lundstrom

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Kathryn Lundstrom