Ambient Advertising

Ambient advertising is a very unique concept of integrating advertising into our surroundings in order to clinch our attention. The idea is to surprise and create a sense of astonishment in the mind of the observer so that he stands back and takes notice of the advert. It is an ingenious way of ensuring you catch the public's attention.

Some really good ambient advertising:













Creative work at its best. The reason it works is because it is usually positioned at places where they are least expected, different from traditional mediums. Hence people are willing to absorb the communication and admire the brand if the execution has been good. It works well for brands as the advert is able to generate the "wow" factor, which the consumer starts associating with the brand. Its like a brand engagement program infused with our surrounding. The two key aspects to a successful ambient advert are:

1. The Element of Surprise 
2. Creative Brilliance 

Without any of the above ingredients the campaign might not have the desired impact in terms of brand engagement. Therefore, if the execution falls into place Ambient advertising offers an upper hand compared to  traditional outdoor advertising. The benefits go beyond just placing the advert. If the ad generates a lot of buzz the media tends to write about it. This provides the brand additional publicity.

In order to grab the consumers attention in this cluttered market, one needs to come with an innovative method to capture the consumer's attention. Ambient advertising is one way to do so. The entire surrounding is your canvas and it also an economical option. Its a creative executive's paradise as he is given complete freedom to exhibit his talents.

Some of the challenges Ambient advertising faces are:

1. Logistical challenges specially in a place like India where infrastructure is not at par with many other countries. Also the regulatory permissions can pose a challenge. 
2. In India you put something "uber cool" and you might just realise that it has been stolen the very next day. 
3. It is also almost impossible to measure the ROI and the impact for this sort of a medium.  

A good way to overcome some of these hurdles is to place an ad in malls. This is an ideal thing to do in a place such as India since the malls provide good infrastructure facilities. The added advantage is that nobody will be able to tamper with your canvas. The mall setting also provides the brand an opportunity to track and record every consumer's initial reaction to the ad. This gives them atleast a partial foothold over the entire process.

In conclusion ambient advertising works well if a brand needs to create a buzz in the market. However, a lot lies in the execution. One needs to take special care that it does not annoy people, as it can get very intrusive, and neither blemish public infrastructure.