In the crowded world of advertising, standing out is tougher than ever. Yet there’s an opportunity many advertisers are overlooking: placing digital screens where none currently exist, embedded within a service people actually need charging their devices. At PLUGINMOVE we offer exactly that: a charging station network in gyms and event spaces across Northern Ireland, combined with high-impact digital screen exposure. Advertisers rotate onto these screens, gaining access in places other DOOH networks typically don’t. It’s the power-and-screen equation that unlocks better value, deeper engagement and a unique vantage point for brands.
Why This Model Matters
Imagine your target audience in a fitness club, an event foyer, or mid-session between classes. Their device battery is low. They plug into a PLUGINMOVE station. While their phone charges, they pause, look around, take in their surroundings. Your brand rotates onto the screen integrated into that station. You don’t just occupy wall space; you become part of a utility. That connection between service and message elevates your presence.
Rather than competing for a fleeting glance among dozens of adverts, you gain attention in a context people value. According to the UK industry trade-body Outsmart, outdoor advertising’s strength lies in four drivers: impact, action, relevance and creativity. When you combine utility (charging service) + screen, you amplify each of those drivers: you impact when someone stops, you prompt action because they’re already engaging, you are relevant by being in a charging moment, and you deliver creative visuals in a premium context.
Further, Outsmart’s “OutPerform” study found that OOH campaigns in the UK produced a +17% uplift in smartphone brand actions, increasing to +38% for the highest performing campaigns. That means people exposed to OOH are more likely to engage with the brand via their mobile device something our charging-station context feeds into naturally.
Going Beyond the Usual: Our Service Inside Gyms and Event Spaces
Many digital out-of-home (DOOH) networks focus on high-traffic public spaces: shopping centres, transport hubs, outdoor screens. But there remain locations where digital screens are sparse or absent altogether: the heart of premium gyms, fitness zones, event lobbies, sports arenas, hospitality-event spaces. PLUGINMOVE targets those environments.
- Gyms and wellness clubs – When people pause between workouts, hydrate, stretch, check their phone, their battery may need a boost.
- Event spaces and exhibitions – Before sessions start, during breaks, at registration, attendees wait. Their phones need charging and the audience is captive.
- Student or campus events, local activations – Again, the context is waiting, pausing, charging.
Because screens are not already saturated in those places, advertisers have a unique opportunity. Your brand rotates onto screens in a space where the user is already in a moment of need. You’re not just another advertisement; you’re part of a service.
The Two-For-One Equation: How It Works
Power provision
We install charging stations in places where people stop, wait, charge devices. These are spaces where users pause crucial for message absorption.
Digital screen exposure via rotation
Each station includes a digital screen onto which advertisers rotate. Unlike the shared wall-screen models with dozens of advertisers per hour, our placements are in under-used spaces for digital advertising, giving your brand a clearer opportunity to stand out.
Captive dwell-time
While the device charges, the user is present. That translates into attention. You’re not fighting for a glance during commute; you’re gaining minutes of engagement while someone waits.
Venue benefit
Sites gain a useful amenity for users (charging), plus an additional revenue channel via the screen. This makes venues more likely to host the station and facilitate access for advertisers.
Advertiser benefit
Your brand gains association with a convenience service, access to a context where fewer ads exist, and measurable engagement via our analytics system. You rotate on the screen in that station and your message benefits from the user’s attention in that moment.
This symbiotic model means everyone wins: venue, user, advertiser.
Ad Rotation Without Dilution: Maximising Value on Every Screen
To clarify: our screens operate on a rotational advertising model multiple advertisers share screen space at a given station over time. Yet crucially, the context remains high-impact: unlike traditional mass-market wall screens where dozens of brands share a loop amid many distractions, our placements are in low-noise, high-relevance locations. That means your rotated slot still benefits from:
- Reduced competition for eyeballs
- High dwell-time before, during, after charging
- Audience in a state of need/attention (charging device)
- A brand-safe environment (gym, event) where users are receptive
As Outsmart reports, digital formats of OOH are growing significantly in the UK: in 2024 the OOH market reached £1.4 billion overall and DOOH grew by 10.2% year-on-year. Given this growth, it becomes even more important to find placements that avoid saturation and stand out. That’s exactly what this model delivers.
From Oversight to Insight: How We Manage Common Business Assumptions
Assumption one - “Charging station equals guaranteed brand engagement”
Counter-point: Simply placing a screen doesn’t ensure attention. The user must engage.
Mitigation: We choose locations where people are stationary, device in hand, using the amenity. We track dwell-time and ensure the screen is visible at the charging station point.
Assumption two - “Rotate equals diluted brand presence”
Counter-point: Some may believe rotation implies weaker impact than exclusivity.
Mitigation: In our context, rotation still delivers premium value because the screen is located in a non-traditional venue (gym, event) for digital media, so the brand benefit remains high. Also, our analytics provide advertisers slot-specific performance so you can compare value.
Assumption three - “Venue has the right audience match”
Counter-point: If your desired target does not frequent the venue, you may miss.
Mitigation: We provide audience profiling for venue placements (gym demographics, event attendee type, session length) so advertisers choose locations aligned with brand objectives.
Assumption four - “Measurement unclear”
Counter-point: Some advertisers worry that rotated DOOH stations lack robust metrics.
Mitigation: We provide monthly reports that include station usage, average dwell-time, number of device-charges, repeat usage per station, and impression estimates based on footfall and session data.
Alternative perspective – “Mass shared screens in high-traffic corridors may get more impressions”
Counter-point to alternative: That may be true for pure volume, but if your objective is stand-out messaging, relevance, association with service and high dwell-time, a niche high-engagement location may deliver better ROI. We encourage advertisers to define objectives (reach vs relevance) and pick accordingly.
When you prioritise quality of engagement over volume of impressions, then our power-plus-screen model ticks the boxes.
The Growing Relevance of DOOH Advertising for Northern Ireland’s Business Landscape
In Northern Ireland, many advertising opportunities are dominated by shared outdoor networks or large billboard providers with high entry cost and high competition. What’s less common is a digital screen network embedded in the spaces where people wait, charge and engage particularly gyms, events and venues.
By rotating on PLUGINMOVE stations you get access to an underserved channel. For local businesses seeking visibility, this model offers:
- High-impact placements without the massive competition of large city-centre billboards
- Contextual relevance: gym members, event attendees, premium venue guests
- A service-led association: your brand supports convenience (charging) which adds goodwill
- Measurable localised campaigns, making it easier to attribute impact, align budget and scale
UK research supports the strength of OOH for engagement and action: for example, an Outsmart-sourced summary reports that in the UK, 79% of people felt outdoor ads stood out more than online ads, and 70% said outdoor advertising had influenced their decision to visit a store or make a purchase. When you combine that with a service‐based context, you amplify the effect.
How to Optimise Your Placement, Creative, and Campaign for Better ROI
1. Placement
Choose locations aligned with your brand and audience:
- Gym chains (e.g., premium fitness clubs)
- Event spaces (conference, exhibition, student nights)
- Hospitality venues such as lounges or VIP areas
Ensure the station has significant dwell time (10+ minutes ideally) and that the charging unit is in a visible, accessible spot.
2. Creative
Because users are waiting and their device is charging, your message has time to register.
- Use motion or dynamic visuals that capture attention quickly (research shows digital OOH commands significantly more attention than online display in UK studies).
- Ensure branding is clear from first glance
- Include clear call-to-action or brand message because users are in a receptive state
- Consider QR or mobile link for further engagement since user has device in hand
3. Campaign length & rotation
Since adverts rotate among brands, pick a slot length that balances frequency and budget. Monitor results and optimise creative after a few weeks. Use the analytics we provide to determine which venue placements and time-slots deliver best results for you.
4. Measurement
Focus on metrics that matter: station usage (device‐charge sessions), average dwell time, repeat usage, screen impressions, post-exposure brand action (via QR, mobile traffic, store visits). These align with OOH best-practice in the UK.
The Business Case
For advertisers: you’re paying for more than a screen. You’re paying for a service-moment in someone’s journey. Your brand is present while their device recovers. That context adds value.
For venues: you get the free amenity of charging, improved visitor satisfaction, potentially longer dwell time, and an additional revenue stream through rotating screen advertising.
For both: a model that scales. We already have units and deploy new ones quickly. You can plan campaign slots, rotate messages, test creatives and optimise as you go.
UK OOH market data shows promise: DOOH’s share of revenue in 2024 reached around 66%. That means two-thirds of the UK OOH market is now digital, and growing. Smart advertisers will seek less-crowded, high-impact placements — exactly what our model offers.
Final Thoughts
Advertising hasn’t changed. What has changed is context. Your brand doesn’t just want attention; it wants relevance. It wants to appear where the audience is primed to receive it. At PLUGINMOVE we give you that moment.
By placing charging stations in gyms and event spaces — where digital screens are rare — and offering rotating screen exposure within those stations, we create a unique channel: service-led, context-rich, high-dwell, high-impact. Your brand rotates in but remains visible. Others don’t share that screen real estate. It’s a clear vantage.
Give your advertising the upgrade it deserves: from “just another screen” to “a moment of service plus screen where others don’t go”.
Join the network where charging meets branding. Rotate with relevance. Stand out where others can’t.
With PLUGINMOVE, you’re not just on screen—you’re part of a service.