Ambient media – non-Ambient media – non-standard advertisingstandard advertising

What is ambient media?What is ambient media?• Brand new, never used before Brand new, never used before

advertisement carriers.advertisement carriers.

• Smart placement, when ads Smart placement, when ads carrier communicates part of carrier communicates part of the message. the message.

Advantages / Advantages / DisadvantagesDisadvantages

• element of surpriseelement of surprise =>=> maximum maximum attention to messageattention to message

• effectiveness - a lot of effectiveness - a lot of audience’s attention audience’s attention without considerable without considerable expendituresexpenditures

• no competing with no competing with regular mediaregular media

• message is percepted message is percepted not as advertisement not as advertisement => no audience’s => no audience’s irritationirritation

• impossible to impossible to evaluate the evaluate the number of contacts number of contacts with target audiencewith target audience

• small coveragesmall coverage • unique approach to unique approach to

every client =>every client => difficult to fulfill such difficult to fulfill such projectsprojects

Other examples of ambient Other examples of ambient advertisingadvertising

• Cow/dogvertising.Cow/dogvertising. • Duracell outdoor on Duracell outdoor on

pipes of Battersea Power pipes of Battersea Power Station gives them a look Station gives them a look of giant batteries.of giant batteries.

• Wallet, dropped in public Wallet, dropped in public place, with a note inside place, with a note inside “Please take this wallet, “Please take this wallet, it’s yours. Do you know it’s yours. Do you know how it feels to loose a how it feels to loose a wallet while being wallet while being abroad? We do. abroad? We do. Europeiska Insurance Europeiska Insurance Agency.” Agency.”

• MoonBaloonMoonBaloon

Other examples of ambient Other examples of ambient advertisingadvertising

• Steps advertising.Steps advertising.• ADmobileADmobile• Evian logo on the Evian logo on the

bottom of the bottom of the swimming-poolswimming-pool

• ADwalkersADwalkers

Ambient media in the world Ambient media in the world • Interest for non-standard advertising Interest for non-standard advertising

grows, but it’s share in international grows, but it’s share in international agencies’ turnover is only about 4%. agencies’ turnover is only about 4%.

• Today in Europe this branch is Today in Europe this branch is developed better than anywhere in the developed better than anywhere in the world. Diabolical Liberties (London) and world. Diabolical Liberties (London) and Blueberryfrog (Amsterdam) are the Blueberryfrog (Amsterdam) are the leading agencies of this sector.leading agencies of this sector.

• Ambient media will never become mass Ambient media will never become mass way of advertising – it is always unique way of advertising – it is always unique and exclusive.and exclusive.

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