Ambient Advertising Cheshire
Ambient advertising refers to almost any kind of out-of-the-home advertising which occurs on an unusual medium.
Ambient advertising has increased in popularity over recent years due to advertisers’ dismay at the declining effectiveness of traditional advertising mediums. Initially some media outlets have expressed their concern regarding the ability of ambient advertising to establish itself as a viable long term form of advertising:
"Ambient advertising contains the seeds of its own destruction... because once the approach is copied and becomes commonplace, it ceases to surprise," Guardian, August 1997
However, a decade on and ambient advertising, whilst not taking off in a huge way, shows no sign of going away.
One criticism is that this form of advertising lacks accountability, as noted by Sunday Business all the way back in 1998:
"The genuine impact of ambient media is difficult to measure as it often takes TV and press coverage to attract wider public attention to it."
Whilst there is truth in this statement it is also identifying one of the major benefits of ambient advertising - it gets attention. Not only do consumers notice it but the media frequently does as well, thereby placing a small ground-roots marketing campaign in ...