The truth about ambient media

To many the phrase ‘ambient media’ is one that signifies something out there, something not quite real, but the truth is that ambient media can encompass a wide range of different methods of getting a point across.

The media world is changing in these days of advanced technology, and ambient media is simply embracing ways of advertising that may not have been otherwise fully utilised. The possibilities are, in truth, endless as open space is a blank canvas. Let’s have a look more closely at ambient media, and what it entails.

Ambient versus traditional

It is so that ambient media has sprung from the new world of advertising, but that does not make it frightening or, indeed, complicated in any way. It is best described as a manner of utilising spaces and other available mediums that were previously left untouched.

Looking at the traditional methods of advertising brings an idea of why ambient media is growing in stature: television needs the viewer to be in a certain place, at a certain time, and radio advertising likewise, while magazine and newspaper adverts have to hit the spot straight away, and often only get one chance, and the internet is subject to some restrictions that enable it to be manipulated.

Ambient media, however, puts the product placement, advert or message in places where the public will notice them, perhaps because they did not expect to do so. Examples are plentiful, and one can point to the beer mat slogans that have become popular in recent years; furthermore, anyone following a bus will know that advertising is prevalent on the rear of these huge vehicles, and street furniture – lamps, seats, bins and more – have all been utilised as forms of ambient advertising.

The benefits of ambient media

We have seen that the philosophy of ambient media is one that embraces just about anything as a placement for an advert, but that does not mean one can not be more specific. For example, putting an advert for an alcoholic drink on the back of a bus may not be a sensible decision – putting one on a beer mat, or any other item that is present within a bar, certainly is.

The bus may be better used, for example, for advertising a road safety product, or a radio station, anything that a driver stuck in traffic may have cause to consider. Notably, public transport itself has taken to advertising on public transport in a number of areas!

The benefit of being specific in any advertising campaign is well known, but to have one that is direct as ambient media practise tends to be is extremely beneficial in anyone’s mind. Taking the advert outdoors or away from traditional spheres of influence, utilising other than the print and broadcast press, is what ambient media is all about.

In summary, ambient media is the use of specific areas to advertise specific products, a type of in the face advertising that is more difficult to get away from than is the simple turn of a page, and ambient media practices will become more widespread as more creative uses of the method are devised.