The Non Traditional Advertisement… Ambient Media

Common concept of advertisement is an advertisement delivered through the radio, television or newspapers and magazines. It’s so historical! In the late 1990s and early 2000, advertisement companies tilted towards ambient media. This is still advertising but done in a new and fresh way. Ambient media does not concern itself with the traditional but it can still be as effective as traditional advertisements.

Ambient media is not a new phenomenon or new territory in the advertising world but was not extensively used by many companies back then. In the past, companies preferred to have their advertisements through the television, radio and print. Thus, for companies who resort to using ambient media, it is generally referred to as non traditional. With the advent of internet and more technology, many companies are resorting to this non traditional approach.

Companies can choose to involve in ambient media alone or they could opt to employ the traditional and this alternative method together. The ultimate decision lies on the company. Traditional media reaches audiences through television, radio or newspapers. The target audience should have either a TV or radio before they can be exposed to your advertisement. On the other hand, ambient media is very versatile and therefore it must be used in the right way. To be very effective, you should find out the best media for your target audience included with this as a short and effective message that will stick to your target audience’s heads and memories
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Ambient media involves putting messages in supermarket trolleys or car park receipts, stickers on some products or it can involve big pictures on the sides of streets, mini billboards or slogans in urinals. Ambient means that it is present on all sides. The general idea of ambient media is to expose people to your product while they are doing everyday activities or just going through their routines. The advertisement should be able to catch people’s interest even for the shortest time. Theoretically therefore, with ambient media, there will be a possibility of greater effectiveness in advertising. 

But it will be difficult to rate and make a statistic about the effectiveness of resorting ambient media to reach the public. Companies can only hope that their strategy will work. If more and more companies advertise in a non traditional way, ambient media will slowly begin to lose its attraction factor. It will be common and annoying to some people. These kinds of advertisements will begin to all look the same.

Companies can prevent this decline by inventing clever ways to use ambient media and better and wittier slogans that will provide easy recall for people. Companies will have to constantly reinvent their approach to ambient media. This is not very difficult to do so since ambient means that it should be present everywhere. There are still new ways and new methods to explore. This is a very interesting challenge to companies to keep people’s interest on their advertisement and on their products. With ambient media’s versatility, such an aim can be achieved.

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