Ambient Advertising: An Overview
An Introduction Ambient advertising refers to advertising through any non-traditional media. The term ‘ambient advertising’ was coined during the early nineties when clients began demanding ‘something a bit different’ in their advertising. It could appear as messages on the backs of car park receipts, at the bottom of golf holes, on hanging straps in railway carriages, on the handles of supermarket trolleys, or on the sides of egg cartons. It has been gaining the favour of marketers ever since the bombardment of advertisements has made it very expensive to get meaningful results through traditional advertising media. It exponentially increases the means through which a consumer can be reached as every item that a potential consumer can see, hear, feel, smell or taste is fair game.
Advertising has, to some extent, been a victim of its own success. As the ad clutter in any one media increases, each individual campaign suffers diminishing returns.
The Evolution of Advertising Advertising has its origins in ancient Greece and Rome where papyrus was used to make sales messages and wall posters. Advertising has come a long way since then, always growing until the media it grew through could no longer sustain its growth. In fact advertising has been so successful that it has completely altered the revenue models of its chief media of growth. Newspapers, radio, television and the internet largely depend on the advertising revenues they generate. Advertising has, to some extent, been a victim of its own success. As the ad clutter in any one medium increases, each individual campaign suffers diminishing returns. This forces ad men to look at newer, more effective media for their advertisements.
Defining ambient advertising Defining ambient advertising is a tricky affair as what may be considered nontraditional media today may no longer remain so tomorrow. For example, a few years ago advertising through bus wraps was unheard of and the first few such
Advertising has, to some extent, been a victim of its own success. As the ad clutter in any one media increases, each individual campaign suffers diminishing returns.
The Evolution of Advertising Advertising has its origins in ancient Greece and Rome where papyrus was used to make sales messages and wall posters. Advertising has come a long way since then, always growing until the media it grew through could no longer sustain its growth. In fact advertising has been so successful that it has completely altered the revenue models of its chief media of growth. Newspapers, radio, television and the internet largely depend on the advertising revenues they generate. Advertising has, to some extent, been a victim of its own success. As the ad clutter in any one medium increases, each individual campaign suffers diminishing returns. This forces ad men to look at newer, more effective media for their advertisements.
Defining ambient advertising Defining ambient advertising is a tricky affair as what may be considered nontraditional media today may no longer remain so tomorrow. For example, a few years ago advertising through bus wraps was unheard of and the first few such
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