In a world saturated with advertising, breaking through the noise requires more than eye-catching visuals and clever copy. It demands precision, strategy, and the ability to meet audiences where they are—both physically and mentally. Enter dwell moments: those short but significant periods when people are waiting, riding, or transitioning in their day-to-day lives. Whether sitting in a rideshare, refueling at a gas station, or waiting for a train, these moments present a golden opportunity for brands to capture undivided attention and create lasting impressions.
Rather than idle moments of downtime, dwell moments are rich with potential because people are naturally curious and engaged, often interacting with screens or browsing for entertainment during these periods. These moments offer brands a chance to deliver impactful, interactive advertising experiences that don’t just grab attention but drive action.
The effectiveness of dwell moments as advertising opportunities is rooted in their unique context. During these moments, distractions are minimal, and audiences are open to engaging with content. A recent study by the the Out of Home Advertising Association of America (OAAA) shows:
While dwell moments offer a captive audience, interactive ads amplify engagement by inviting users to actively participate with the content instead of passively viewing it. Gamified elements like quizzes, carousels, or mini-games tap into users’ curiosity, turning what could be forgettable moments into meaningful brand interactions.
In fact, gamified and interactive ads in DOOH settings drive click-through rates that are 6-14x higher than static ads, with up to 40% higher ROAS.
By combining the natural attention of dwell moments with the engaging nature of interactive ads, brands can unlock unparalleled opportunities to captivate audiences, drive meaningful engagement, and achieve measurable results.
To maximize the potential of dwell moments, brands must align their strategies with the environment and audience context. Here are five actionable examples across industries:
Rideshare screens offer a key opportunity to engage passengers with creative storytelling. Riders are seated, focused on the screen, and often looking for entertainment to pass the time. For entertainment brands, this is a prime setting to foster anticipation and excitement for upcoming content.
Transit hubs are bustling with people, but they’re also full of downtime. Whether waiting for a train or boarding a bus, commuters are naturally drawn to nearby screens for information or distraction. E-commerce brands can harness these moments to showcase their products and drive online traffic.
Gas station screens are an often-overlooked advertising channel, but they’re ideal for capturing attention during those short moments when drivers are fueling up. Food delivery brands can create playful, engaging experiences that translate into immediate downloads or orders.
Quick-service restaurant (QSR) kiosks are more than just ordering stations—they’re valuable touchpoints for educational brands looking to engage consumers in low-pressure settings. With gamified content, education platforms can turn mundane waiting times into opportunities for learning.
Shopping malls are already hotspots for consumer engagement, making interactive screens in high-traffic areas a powerful tool for retail brands. With the right incentives, these ads can drive foot traffic and in-store conversions.
As the advertising landscape evolves, dwell moments represent an exciting frontier for brands to connect with their audiences in meaningful, memorable ways. By leveraging the unique attention consumers give to screens during these transient moments, brands can transform downtime into impactful touchpoints that drive engagement, loyalty, and ROI.
At CRAFTSMAN+, we’re proud to lead the charge in turning these high-impact moments into growth-driving opportunities. Want to see how interactive ads can transform your strategy? Let us help you craft experiences that captivate and convert.
Ready to create ad experiences that thrive in dwell moments? Let’s talk.