BMW runs vehicle-triggered DOOH ad takeover across JOLT's Australian charging network
By Eve
JOLT has launched a campaign with BMW that takes over its digital out-of-home screens for two minutes when a non-BMW driver plugs in at a JOLT charger in Australia. The campaign, developed with Atomic 212 and Scooter, uses JOLT's Spark Intelligence platform to adapt creative in real time based on weather and location, capitalising on an average 41-minute dwell time at JOLT sites. BMW's iX3 charges in half the time of many competing EVs, according to BMW Group Australia general manager of marketing and product Alex McLean.
Why it matters: The campaign demonstrates how CPOs can monetise dwell time through targeted advertising tied to first-party charging data, opening a revenue stream beyond energy sales. It also shows OEMs using charging infrastructure as a direct marketing channel to reach rival-brand EV drivers at the point of use.