dhananjaysharma
Dhananjay Sharma
Ambient media are media formats that are different from the usual media consumed in out-of-home locations/environments through which advertising firms reach out to its target customer.
Ambient Media started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry.It is the name given to a new breed of out-of-home products and services determined by some as non-traditional or alternative media.
It was originally known as 'fringe media', ambient media are communications platforms that surround us in every day to day life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets.
Ambient media implements its environment when acting, thus more effective in reaching in reaching out to its target customers. Ambient media advertising can be done in conjugation with traditional media or can be pursued as a standalone activity. Currently, ambient media is only a niche for advertising agencies who want to bypass the traditional forms in order to achieve effective reach.
The advent of ambient media can be attributed to the following reasons:
i. Versatility
ii. The demand for point-of-sale communication was on the rise
iii. Declining power of traditional media
iv. Effective audience targeting
Example:
In the picture given above, you can observe the advertisement of a dental insurance agency placed at the end of the bowling alley.
Ambient Media started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry.It is the name given to a new breed of out-of-home products and services determined by some as non-traditional or alternative media.
It was originally known as 'fringe media', ambient media are communications platforms that surround us in every day to day life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets.
Ambient media implements its environment when acting, thus more effective in reaching in reaching out to its target customers. Ambient media advertising can be done in conjugation with traditional media or can be pursued as a standalone activity. Currently, ambient media is only a niche for advertising agencies who want to bypass the traditional forms in order to achieve effective reach.
The advent of ambient media can be attributed to the following reasons:
i. Versatility
ii. The demand for point-of-sale communication was on the rise
iii. Declining power of traditional media
iv. Effective audience targeting
Example:
In the picture given above, you can observe the advertisement of a dental insurance agency placed at the end of the bowling alley.