Ambient Advertising

22May08

Last year I posted a definition of Ambient Advertising:

Ambient Advertising was coined as a term in the early 90s when clients started asking their agencies to do “something a little different” for them. So instead of the usual outdoor billboards, print and television ads, they started to place ads on unusual items or unusual places.

So when you are thinking of what to do with your advertising, think of an unusual place that it might go or an unusual way that you might place it, so that it creates a surprise.

Look at the ad below for the dog food. Advertising on the back of a taxi is not itself unusual, but using the windscreen wiper movement as part of the advertising is – so this is now an Ambient Ad. If lots of people start using windscreen wipers as part of their advertising campaigns then it would no longer be unusual. This format of ad would then cease to be an Ambient Ad.

Thanks to Sandra Luxton at Monash University for her paper “What is this thing called Ambient Advertising” for her clear and concise definition.

This Tutorial Blog has a few other clever ambient ads to inspire you.

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