What is ambient media?

Among the many relatively new forms of advertising the phrase ambient media is one that tends to be met with some confusion in traditional circles. Ambient media, to the uninitiated, seems to be something that is beyond the norm and rather off-putting; in truth, it is a simple concept that has been with us for a long time.

Examples of ambient media

Ambient media practice involves looking beyond the standard methods of advertising and being creative with ones programme. If one considers that a television advert is on for half a minute and needs the viewer to remain seated to take advantage, or that a magazine advert can be easily flipped over in a matter of seconds, then the problems with traditional advertising begin to appear obvious.

The use of ambient media attempts to overcome this, and is a cost effective method of getting a message across, often to a very specific audience. It could be said that the origins of ambient media lie with the graffiti popularised in Roman times, for very often ambient media involves putting a message on a wall, a vehicle or any other implement that may be in a position where the public will see it.

Think of the humble bus shelter – once a bare shell but now plastered with posters – or the road side billboard, an arresting site that can often be found where one least expects. Both, broadly, are examples of ambient media technique; it does not, however, stop there.

Using the under-used

The most creative use of ambient media comes in forms that are very customer-specific indeed; walk into any bar and you will see menus, towels, mats and napkins all branded with appropriate products or messages. The bar, of course, is not the place for advertising motoring products, but for drinks and other specific items.

A notable use of ambient advertising was reported in a country park in England, where some enterprising soul had attached signs advertising dog walking classes to fences along the popular routes. Targeting the right audience, as always, is the most likely way to bring in visitors.

The use of street furniture is becoming more prevalent, and roadside use is booming; many roundabouts, replete with flower displays, carry the legend ‘sponsored by….’ with a relevant local business named, and lamp posts are often the subject of minor advertising campaigns that attract pedestrians.

The benefit of ambient media

The interesting factors regarding ambient media involve the way it is used as well as what it is used for; being stuck in a traffic jam is something many motorists experience every day and in that queue, naturally, will be a bus – plastered with advertising. Ride the tube and the journey is broken by reading the advertising placards on the walls of the train.

It is everywhere we go, and that is why ambient media is just that: it is not accompanied by a major rush to grab your attention, nor is it designed to keep you attention for long. Ambient media is just there – right where it needs to be.