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Ambient media – nonstandard advertising
What is ambient media?
• Brand new, never used before
•
advertisement carriers.
Smart placement, when ads
carrier communicates part of
the message.
Advantages / Disadvantages
• element of surprise => • impossible to evaluate
•
•
•
maximum attention to
message
effectiveness - a lot of
audience’s attention
without considerable
expenditures
no competing with
regular media
message is percepted
not as advertisement
=> no audience’s
irritation
•
•
the number of contacts
with target audience
small coverage
unique approach to
every client => difficult
to fulfill such projects
Other examples of ambient
advertising
• Cow/dogvertising.
• Duracell outdoor on pipes
of Battersea Power Station
gives them a look of giant
batteries.
• Wallet, dropped in public
place, with a note inside
“Please take this wallet, it’s
yours. Do you know how it
feels to loose a wallet while
being abroad? We do.
Europeiska Insurance
Agency.”
• MoonBaloon
Other examples of ambient
advertising
• Steps advertising.
• ADmobile
• Evian logo on the
•
bottom of the
swimming-pool
ADwalkers
Ambient media in the world
• Interest for non-standard advertising grows,
but it’s share in international agencies’
turnover is only about 4%.
• Today in Europe this branch is developed
better than anywhere in the world. Diabolical
Liberties (London) and Blueberryfrog
(Amsterdam) are the leading agencies of this
sector.
• Ambient media will never become mass way
of advertising – it is always unique and
exclusive.
Thanks
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