What you need to know:

• Network of screens positioned close to rapid electric vehicle chargers.
• EV drivers get 15 minutes free charging, roughly 45km, so will likely seek out locations.
• Sales chief Michael Selden says fully programmatic network now negotiating with brands keen to demonstrate ESG credentials while targeting higher net worth, sustainability-minded EV drivers.

Growth driver

Electric vehicle charging start-up Jolt has launched a digital out of home network with bus shelter-sized screens positioned in high traffic areas where EV drivers are likely to want to park and top up their cars – for free.

Jolt aims to help solve “range anxiety”, a key barrier to EV adoption as people worry about running out of power, while underpinning its business model with contextual advertising.

The firm has commenced its network rollout in Adelaide with first panels in Sydney by September and Melbourne set to follow.

Jolt claims to reach higher net worth individuals and “engaged and conscious audiences”, according to Head of Sales and Platforms, Michael Selden.

The network is fully programmatic, but will also transact traditionally.

The panels are sited close to its rapid EV charging stations, where drivers receive 15 minutes free charging, roughly 45 km.

Selden, a former trading director at Ikon and national investment director at Fairfax, is now striking ad deals with purpose-driven brands keen to underline their commitment to good environmental and corporate social governance (ESG).

He said early advertisers include telcos, energy companies, banks, retailers and car brands.