Ambient media are out-of-home products and services determined by some as non-traditional or

alternative media Alternative media are media sources that differ from established or dominant types of media (such as mainstream media or mass media) in terms of their content, production, or distribution.Downing, John (2001). ''Radical Media''. Thousand Oaks, C ...

. Examples are messages on the backs of car park receipts, on hanging straps in railway carriages, posters inside sports club locker rooms and on the handles of supermarket trolleys. It also includes such techniques as projecting huge images on the sides of buildings, or

slogan A slogan is a memorable motto or phrase used in a clan, political slogan, political, Advertising slogan, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the publi ...

s on the gas bags of hot air balloons. Ambient media in a larger scale define the media environment and the communication of information in

ubiquitous Omnipresence or ubiquity is the property of being present anywhere and everywhere. The term omnipresence is most often used in a religious context as an attribute of a deity or supreme being, while the term ubiquity is generally used to describ ...

and

pervasive Pervasive may refer to: *Pervasive Computing, human computer interaction paradigm * Pervasive Informatics, study of how information affects human interactions *Pervasive Software, software company in the United States **Pervasive PSQL, software d ...

environments. The concept of ambient media relates to ambient media form, ambient media content, and ambient media technology. These new technologies are based on ambient intelligent technology and create new possibilities in ambient

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

. Its principles are manifestation, morphing, intelligence, and experience and have been defined by Artur Lugmayr and its business models are described in ''Multimedia Tools and Applications''. Ambient advertising, as per many advertising agencies, also refers to advertising at locations where people spend more time. These include shopping malls, multiplexes, coffee shops, gyms, sporting clubs, amusement parks, etc. These advertising formats can be static, digital or experiential. Ambient advertising uses 'consumer dwell time' as the core insight behind advertising at these places. It is believed that compared to traditional out-of-home billboard advertising, ambient advertising gives scope for higher consumer engagement for the ad, as well as drive contextually relevant communication for the advertiser. The term started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry. One of the driving agencies was the

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...

Concord (UK). Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combine it with effective messaging. Ambient media advertising is only a

niche Niche may refer to: Science *Developmental niche, a concept for understanding the cultural context of child development *Ecological niche, a term describing the relational position of an organism's species *Niche differentiation, in ecology, the ...

for advertising agencies of overcoming traditional methods of advertising to get the attention of consumers. The following are some reasons for the growth of ambient media : * A decline in the power of traditional media. * A greater demand for point-of-sale communications. * Its ability to offer precise audience targeting. * Its general versatility. Ambient advertisements are an effective means at pushing a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

message in front of consumers and can develop even better top of mind recall within

target audience A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined ...

s. This provides the ability to advertisers to maintain

brand awareness Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...

created by other advertising effoy activities.

References

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See also

References