Ambient media: Creative and Immediate
Traditional media is no longer as powerful as it once was. These days, traditional media needs to be supported by ambient media in order to get the job done. This is what’s true in the world of advertising right now. It used to be that all that a person needs to do in order to promote a product is to advertise on television and that would take care of everything. However, things have changed a lot in the past few years. There are a lot of people who are no longer as hooked with the television as before. It can clearly be seen that viewership has fallen off in the past years and this is particularly troubling to a lot of companies. This is because the cost of advertising is particularly steep and to say that it no longer reaches the audience it once did makes it seem like a bad investment altogether. The goal of course is to inform the public as much as possible about the store, product or company and hope that people will be attracted to it. Ambient media is a way of reinforcing the things that advertising in tradition media does. Ambient media is basically advertising without using the conventional methods. It could be anything that you have already seen like bumper stickers and promotional t-shirts but it could also be something new and unique and something that involves a lot strategy in order to be done.
Inside a mall, there are a lot of examples of ambient media. Sometimes you will see huge stickers on the floor of malls. This is a form of ambient media used as a tool for unique advertising. Most of the time the stickers are interesting and is linked with other stickers, pretty soon one would be looking around looking at all these stickers and trying to see what is next in the sequence. These stickers are promoting a product and by putting the advertisement in such a way that it would attract people, it became very successful in promoting it. The uniqueness is what made it successful. People do not expect to see an advertisement on the floor and secondly, it was interesting enough to attract extended attention from he person who sees it. It is important to understand that ambient media mostly works in this way. The more creative the advertisement is, the better. But it also understands that the best thing that it wants to do is attract a lot of people and not just a few. At most, what it could do is post the stickers all over the mall. This still does not match the power of the television set however. Still, t is a lot cheaper than television commercials. Stickers do not cost nearly as much as a television commercial There is also the advantage of immediacy. The stickers for example, as a form of ambient media, are actually promoting something that can be found already inside the mall. Therefore, a person who got attracted to the ad can easily move on over to the store or place that is being advertised without being distracted by other things that may make you forget about it before one gets the chance to see it. These are the advantages of ambient media over traditional media. Ambient media can indeed be very helpful and effective
