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.

Rather than idle downtime, dwell moments are rich with potential because people are naturally curious and often interact with screens for entertainment. These moments offer brands a chance to deliver impactful, interactive advertising experiences that drive action.

Why Dwell Moments Matter

The effectiveness of dwell moments is rooted in their unique context. During these moments, distractions are minimal. A recent study by the Out of Home Advertising Association of America (OAAA) shows:

• High Favorability: 73% of consumers view digital out-of-home (DOOH) ads favorably, significantly outpacing social (48%) and online ads (37%).

• Action-Oriented Audiences: 76% of DOOH viewers reported taking action after seeing an ad, such as visiting a website or making a purchase.

• Mobile Amplification: 74% of consumers used their mobile devices to take further action after exposure to a DOOH ad.

Dwell Moments and Interactive Ads: The Perfect Match

While dwell moments offer a captive audience, interactive ads amplify engagement. Gamified elements like quizzes, carousels, or mini-games turn forgettable moments into meaningful brand interactions. In fact, interactive ads in DOOH settings drive click-through rates that are 6-14x higher than static ads, with up to 40% higher ROAS.

5 Ways Brands Can Capitalize on Dwell Moments

1. Entertainment: Boosting Awareness During Rideshares

Riders are seated, focused on a screen, and looking for entertainment. This is a prime setting to foster anticipation for upcoming content.

• Example: A studio promoting a new show could deploy trivia games on rideshare screens where passengers win streaming access for correct answers.

• Why It Works: It builds awareness through a fun, interactive experience when the user is most looking for a distraction.

2. E-Commerce: Inspiring Action in Transit Hubs

Whether waiting for a train or boarding a bus, commuters are naturally drawn to nearby screens for distraction.

• Example: A fashion retailer launches an interactive carousel ad at a train station. Users swipe through trends and receive personalized promo codes via QR code.

• Why It Works: Commuters have time to browse and are often in a mindset open to impulse-driven shopping.

3. Food Delivery: Gamifying Gas Station Screens

Gas station screens are ideal for capturing attention during the short moments when drivers are fueling up.

• Example: A delivery service runs a game where users "build" a favorite meal by catching ingredients. Winners receive discounts on their next order.

• Why It Works: It introduces quick engagement during an idle 2-3 minute window, incentivizing immediate app installs.

4. Education: Captivating with QSR Kiosks

Quick-service restaurant (QSR) kiosks are valuable touchpoints for educational brands looking for low-pressure settings.

• Example: An online learning platform solves short puzzles or trivia questions related to skill-building courses, offering free trial access as a reward.

• Why It Works: Customers are already engaging with a screen while waiting for their order, making them receptive to value-add content.

5. Retail: Driving Foot Traffic in Shopping Malls

Interactive screens in high-traffic mall areas can drive foot traffic and in-store conversions.

• Example: A beauty brand uses a "spin the wheel" kiosk for free samples, directing participants to the nearest store to redeem.

• Why It Works: Mall shoppers are already in a purchasing mindset; the incentive drives them directly to the point of sale.

Make 2025 the Year of Dwell Moments

As the advertising landscape evolves, dwell moments represent a new frontier. By leveraging the unique attention consumers give to screens during these transient moments, brands can transform downtime into impactful touchpoints.

At CRAFTSMAN+, we lead the charge in turning these high-impact moments into growth-driving opportunities. Let us help you craft experiences that captivate and convert.

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