Situations where a long and nasty url is printed, say in a church bulletin, and so has to be transcribed by eye to be useful.

E.g. imagine a non tech savvy person having to read and type in https://m.signupgenius.com/#!/showSignUp/20f094ea5a928af85-f... to sign up for a church supper.

is.gd/ourchurch-supper2018 is so much easier.