Ambient media: The new wave
There has been a lot of buzz concerning ambient media lately. This is because in the past decade, there has been a marked decline on people’s reliance on traditional media.
Ambient media has been gaining ground in the advertising industry and there is no reason to believe that it is not grow more. It used to be that people could rely on the television and the radio as well as newspapers and other periodicals to deliver the messages that they want to send. However, the problem is a lot of people have begun to tune out. This is because there are a lot more things that people can put their attention to these days. With the advent of new technology, people can even tune out the advertisements while the watch television. The tuning out directly affects the power of advertisements as a lot of people have become unreachable. They know that they are going to see advertisements when they watch television and that is why they know when and how to tune out. This greatly affects the companies that hire advertisers.
People are not informed with the things these companies want them to be informed with. This is why ambient media has become more popular.
Ambient media is a form of advertising without using the traditional means. This does not mean that television cannot be used in an ambient media way. In fact there are times when the two may go hand in hand and a lot of advertisers have gone with this route as of late. In sporting events for example this is quite popular. In basketball games for example, the camera would shoot a part of the very top of the backboard, a view that can be seen by absolutely no one in the stadium. Posted at that very top is an ad of a website or a product which can now be seen by millions who watch the game and who could not tune that out because they do not have a choice as they are watching the game. Such a position and ploy is highly strategic. They are able to promote something from a perspective that no one can actually see on their own. This is a prime example therefore of traditional media, the television, going hand in hand with ambient media. In a way, ambient media made traditional media into ambient media. The strategy that went through in that process is much like in ambient media. It seems to tell people something just as they were not expecting it. Perhaps this is a way for advertising through television to survive.
There are many ways that traditional media and ambient media to help each other. It could be in the form of television cameras focusing on uniquely placed advertisements. It could be ambient media advertising to people to watch a particular television show or program. The important thing for these advertisers is to reach people. Whether it is through ambient media or in a traditional way, it does not really matter.
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