Ambient Media

Ambient Media (or Ambient Ambient marketing or advertising) is a term used in marketing and advertising material referred to, which are used as outdoor advertising in the immediate living environment of their target audience.

Origin

The term ambient media can be attributed to the Agency Concord in the UK. He was created by the agency in 1995 to define a strongly growing market sector, which could not be categorized into the classical forms of outdoor advertising. At the beginning of the historical development initially focused on the search for unusual events as a source of free coverage.

Definition

Hutter / Hoffmann ( 2011) define Ambient marketing as " placement of advertising in places where is not expected, taking into account the environment in the advertising campaign. "

The most common definition is from the w & p Marketing GmbH in 1999 and reads:

Ambient media are media formats that are consumed in the planned out-of- home segment of the target group.

This definition contains three key concepts:

Practice

Examples of ambient media formats are free postcards that are designed in the restaurant business, advertising on pizza boxes, pump nozzles at petrol stations, toilet posters that will be posted in the washrooms of pubs and discos, or posters, for example, in schools or universities are installed. Newer forms are, for example, promotional tables in the restaurant industry (Media Table), screens in metros ( info screens ) or in universities ( UniScreens ); Publibels that selects are distributed to parked cars, college blocks or mobile outdoor advertising media (mobile Sky Board). Especially, for example, Locker or shower posters in gyms are becoming more involved in media planning, because you can narrow down this target group much stronger.

A commonly used stylistic device is the gigantism (and minimalism ), to surprise passers-by at the exceptionally large ( or very small ) elements.

An important criterion for ambient media are therefore not specific formats, but rather the positioning of the advertising medium to the appropriate places for the target group. The per thousand (CPM ) is at ambient media formats often higher than that of traditional advertising means, on the other hand are the scattering losses significantly below the figures of classical advertising campaigns. The main focus is on the quality, not the quantity of contacts.

The form of advertising is subject to most of the legal requirements in the respective states. Basically, it is any business owner permitted to advertise its products. However, usually restricts the construction and right of way a creativity. Installations of outdoor advertising are " all fixed installations that serve the notice or praise, or as an indication of business or profession and are visible from the street from. These include in particular images, captions, paintings, neon signs, display cases and certain for - note and bow attacks or illuminated advertising pillars, panels and surfaces. " A permit for the installation or the erection is obtained from the relevant building.

Association of Ambient Media

The Association of Ambient Media Association ( FAM), founded in 2001, is a nonprofit organization with currently 36 members and is headquartered in Hamburg.

The aim of the Association is to move ambient media as an innovative, competitive and intermedial comparable basal medium. This includes in particular the strengthening of the market position of ambient media in inter-media competition, including through scientific market and opinion research in the field of advertising nature as well as the implementation of its own and in support of other suitable PR and marketing campaigns.

The Association of Ambient Media in 2003 awarded for the first time be newly created quality seal. With the seal is evidenced that the FAM Member conducts its orders properly. Among the tested performance include, for example, circulation numbers, location lists, distribution records and remission reports. The ambient media are reviewed once a year in accordance with the relevant criteria.