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Ambient Advertising

This document discusses ambient (also called outdoor) advertising. It is an innovative form of advertising that places ads in unusual locations to attract public attention. Some benefits are that it reaches consumers outside the home and uses images that people process quickly. Examples mentioned include posters, transit ads, and digital displays. While ambient advertising has high visibility, it also has limitations like high costs, small audiences, and difficulty evaluating effectiveness. The document also provides statistics on the growth and current size of the ambient advertising market in India.

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Mahesh
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162 views32 pages

Ambient Advertising

This document discusses ambient (also called outdoor) advertising. It is an innovative form of advertising that places ads in unusual locations to attract public attention. Some benefits are that it reaches consumers outside the home and uses images that people process quickly. Examples mentioned include posters, transit ads, and digital displays. While ambient advertising has high visibility, it also has limitations like high costs, small audiences, and difficulty evaluating effectiveness. The document also provides statistics on the growth and current size of the ambient advertising market in India.

Uploaded by

Mahesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ADVERTISING

The activity of attracting public


attention to a product or business, as by
paid announcements in the print,
broadcast, or electronic media.
AMBIENT ADVERTISING
• Also known as Outdoor Advertising

• Innovative Advertisement that communicates


the simple message in a most expressive way.

• Pervasive Communication for the urban areas

• Smart Placements of media


Ambient Advertising
• Ambient advertising is the placement of
advertising in unusual & unexpected places
often with unconventional methods

• Instead of using outdoor billboards, print and


television ads, agencies started to place ads
on unusual items or unusual places.
Why Ambient Advertising
• Consumers are staying out of their homes.

• Less time to spare for newspapers, televisions and magazines.

• People process images much faster than they process words.

• It is economical

• It is 24x7, more effective.

• It is for mass
Advantages
• Visibility

• Frequency

• Creative

• Effectiveness

• Element of Surprise

• Easy to Recall
Disadvantages
• High Cost

• Small Coverage

• Difficult to Evaluate the Target Audience

• Limited Message

• Wear out
Ambient Advertising Scenario In
India
GROWTH RATE – IN TOTAL

34%

20%

5%

2003 - 2004 2005 2010


Ambient Advertising Market In
India
It involves 8-10% of the total advertising expenditure

12

10

8 40%

6
Others
90%
4 Telecom
60% 60%
2 40%

0
Total Media & Banking & Telecom
Expenditure Entertainment Financial firms
Ambient Advertising Forms
• Posters
• In Store Advertising
• Sports Stadium/Arena
• Transit
• Airport Advertising
• Mall Advertising
• Air balloons/Skywriting
• Washrooms
• Petrol/Gas Pumps
• Laser Projecting
• Keep it Simple

• Color

• Copy

• Font Type
Guidelines
• All premises within the City displaying outdoor
advertising will require annual licensing.

• Ads inside buildings will not require approval or


licensing.

• Change of message will not require approval.

• In single property/business premises a single license


will be required regardless of the number of
advertising
Successful Outdoor Ads In India
Conclusion

• With the media explosion all around and increasing


competition, media-planners are looking at the
possibilities of Outdoor Advertising these days.

• Escalating prices of the television and print media, along


with market fragmentation.

• Changing customer lifestyles and growing clutter have all


generated the need for advertising on a medium, which is
untapped and can innovatively capture audiences even out
of home.

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