Ambient Media started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry. It is the name given to a new breed of out-of-home products and services determined by some as non-traditional or alternative media. Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message.
However, ambient media advertising is only a niche for advertising agencies of overcoming traditional methods of advertising to get the attention of consumers. Ambient media in a larger scale define the media environment and the communication of information in ubiquitous and pervasive environments. The concept of ambient media relates to ambient media form, ambient media content, and ambient media technology. It's principles have been established by Artur Lugmayr and are manifestation, morphing, intelligence, and experience.
The following are some reasons for the growth of ambient media:
- A decline in the power of traditional media.
- A greater demand for point-of-sale communications.
- Its ability to offer precise audience targeting.
- Its general versatility.
Ambient advertisements are effective means at pushing a brand message in front of consumers and can develop even better top of mind recall within target audiences. This provides the ability to advertisers to maintain brand awareness created by other advertising efforts. Ambient media can produce mass attention in centralized locations, or directly interact with consumers during normal every day activities.
Examples are messages on the backs of car park receipts, on hanging straps in railway carriages, posters inside sports club locker rooms and on the handles of supermarket trolleys. It also includes such techniques as projecting huge images on the sides of buildings, or slogans on the gas bags of hot air balloons. Ambient media in the field of advertising are often mixed with ambient media developed based on ambient intelligent technology.
Guerrila marketing
Guerrilla marketing was originally a marketing strategy in which low-cost, unconventional means (including the use of graffiti, sticker bombing, flyer posting, etc.) were used in a (generally) localized fashion to draw attention to an idea, product, or service. Some large companies use unconventional advertisement techniques, proclaiming to be guerrilla marketing but those companies will have larger budget and the brand is already visible. Today, guerrilla marketing may also include promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of such strategies as flash mobs, viral marketing campaigns, or internet marketing. The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract much audience.[2] The different types of guerrilla marketing are: Ambient, Ambush, Stealth, viral and the new concept called Street Marketing, coined by Dr. Marcel Saucet, Professor at University of San Diego and Harvard case study lecturer in his book Street Marketing TM, in 2013
The guerrilla marketing promotion strategy was first identified by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The book describes hundreds of "guerrilla marketing weapons" in use at the time. Guerrilla marketers need to be creative in devising unconventional methods of promotion to maintain the public's interest in a product or service. Levinson writes that when implementing guerrilla marketing tactics, smaller organizations and entrepreneurs are actually at an advantage. Ultimately, however, guerrilla marketers must "deliver the goods." In The Guerrilla Marketing Handbook, the authors write: "...in order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support the customer's needs, and it must provide a product that delivers the promised benefits...". The different strategies of guerrilla marketing are: Ambient Marketing: Ambient communication is a complex form of corporate communication that uses elements of the environment, including nearly every available physical surface, to convey messages that elicit customer engagement. It is a compile of intelligence, flexibility and effective use of the atmosphere. Ambush Marketing: Ambush marketing is a form of associative marketing, utilized by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property.Stealth Marketing: Stealth marketing is a deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner, or an attempt to do so.People get involved with the product without them actually knowing that they are the part of advertisement campaign. This needs to be done very carefully because if the participants are made aware of the campaign, it will have a negative effect on the brand. Viral Marketing: Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But on the Internet, for better or worse, it’s called "viral marketing." While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won’t try. The term "viral marketing" has stuck.
- Street Marketing: According to Marcel Saucet and Bernard Cova,[12] Street Marketing™ can be used as a general term encompassing six principal types of activities:
- Distribution of flyers or products This activity is more traditional and the most common form of street marketing employed by brands.
- Product animations This form of operation consists of personalizing a high-traffic space using brand imagery. The idea is to create a micro-universe in order to promote a new product or service.
- Human animations The goal of such actions is to create a space in which the brand’s message is communicated through human activity.
- Road shows This form of mobile presentation is based on the development of means of transport: Taxi, bike, Segway, etc.
- Uncovered actions These activities involve the customization of street elements.
- Event actions These activities take the form of spectacles, such as flash mobs or contests. The idea is to promote a product, service or brand value through organization of a public event.
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