Ambient media: the key to target group communication

Kolja Wehleit

This article traces the development of ambient media from 1995 to 2001. The author explains that ambient unites such media as washroom advertising, free postcards, cab advertising and point-of-sale.

Ambient Media: The Key To Target Group Communication

Kolja Wehleitw&p 

Ambient media are a new and trendy option for low-budget advertising, as well as progressive brand communication. Initial research results have confirmed what experts suspected ambient media are more about strategic brand communication, rather than just another tactical channel to deliver a message to the consumer. An obstacle for employing ambient media as standard tools of mass communication has so far been a doubtful level of accountability and a weak database, allowing the integration of ambient media into classic campaign concepts.

The words 'ambient media' first surfaced only...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands