Ambient media is dispelling some common myths

The words ‘ambient media’ conjure up a new world image that is not conducive to a great way of advertising in the eyes of many corporate old hands, but this is a misconception that belies the truth: ambient media is an important part of the advertising sphere, and is simply a phrase used to collectively group together a series of advertising mediums that previously had not been tapped.

The basics of ambient media

The phrase may be off-putting to some, but the idea is very attractive indeed: ambient media is simply the use of products and spaces that have only recently become considered as advertising space.

Advertising has traditionally used a number of standard areas – television and radio, newspapers and magazines and now the internet are some – yet the recent diversion into using alternative yet logical mediums to carry a message has led to some very specific advertising campaigns that have been proven very successful in hindsight.

To coin a popular example, when someone sits down in a bar to have a drink and reads what is written on a beer mat or towel, that is a very effective way of utilising ambient marketing. The beer mat, like many other incidental products, may previously have been used to advertise its dispensers product, yet is now utilised to advertise many more diverse products too.

Specific targets

One of the benefits of ambient marketing techniques – let’s stick with the beer mat example for now – is that it can be used to target a very specific audience; statistics will tell the buyer the age range and diversity of the average drinker of a particular product, and hence products associated with this consumer group can be effectively advertised on beer mats supplied with that product.

Taking things to a broader degree, much success has been achieved by advertising on the likes of bus and train tickets, on carrier bags and wrappings, and notably on labels attached to drinks bottles and further. Again, the advertising can be tailored to a particular user as information is available on the demographic of such in detailed manner.

Creativity in ambient media

The scope for ambient media campaigns is very broad – almost, in fact, all encompassing – as there are too many different mediums to choose from; the beer mat and travel ticket are simply examples chosen to illustrate a point.

All packaging and any empty outdoor space lends itself to ambient media marketing campaigns, and the advantage is that unused space will be affordable and, when no longer unused, very noticeable indeed. A prime example of this has been the growth of advertising on the side of public transport vehicles – something that is no longer considered new but simply a standard occurrence.
The best ambient media use is gained by making the brand a prominent factor; a picture or logo is a simply applied beer mat addition, and does not suffer from the problems that have been experienced with the viral marketing techniques in which the viewer enjoys the film but does not notice the product.

Ambient marketing may be relatively new, yet it is destined to become a standard form of advertising in the very near future.