Summary
Projection mapping has risen from the need to create large-scale experiential events. It is created by 'wrapping' video around a large object, using a mash-up of traditional 3D techniques used in video games and the digital billboard. Its use is particularly prevalent in the car industry with the likes of Hyundai, Bentley, Audi and Toyota getting in on the act. But it's not just car brands - Nokia launched its Lumia phone by turning London's Millbank Tower into a huge canvas and Jordan recently launched its new range of trainers by projecting basketball players on top of a lake using jets of water as the projection surface.

Summary
At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD). Jose Miguel Sokoloff, chairman/chief creative officer of Lowe SSP3 expanded on the background to the campaign at the Strategy Festival. With a program that carried the tagline, "If Christmas can come to the jungle, anything is possible," the advertising helped 331 guerilla warriors – a 30 per cent year-on-year increase – to demobilise and come back to rejoin their Colombian families.

Summary
Near Field Communications (NFC) is a type of Radio Frequency Identification (RFID). But, whereas RFID can work over distances exceeding 1km, NFC only works up to 10cm away - so it is more secure. Currently, the most widespread use of NFC is in 'contactless' payment systems, such as Visa PayWave cards. The same technology is also being used in smartphones, so they can be used to make transactions. NFC is also coming to outdoor advertising sites, where it is well placed to take a user online to an interactive experience. It can even enable the user to buy something directly from a poster.

Summary
This article looks at how digital outdoor and digital out-of-home advertising is increasingly being integrated into wider media campaigns as a result of the convergence of digital platforms and the rapid growth of smartphones. It discusses mobile digital signage and the range of opportunities it offers, including enabling users to engage with games, ads and other content on large outdoor screens via their cell phones. This is illustrated by a case study in Denmark of the fashion retail brand, Diesel. The article also looks at the interaction of DOOH with social media, including the example of the Canadian Tourism Commission's campaign in New York, Chicago, and Los Angeles, centered around billboards that were live murals driven by Twitter posts. The synergy between real and virtual billboards is discussed, illustrated by a campaign against driving on drugs from the UK government's communications arm, the COI, which used both real out-of-home posters and virtual signage within video games. It concludes with a look at the challenges that these new formats present in terms of scale, measurement and content, together with a list of tips for creating convergent DOOH campaigns.

Summary
This article shows how music festivals can create traps for experiential marketers, and offers guidance for exploiting these events. It is important that the brand has a good reason to be there, and to tap into the emotional response generated by the event (as shown by Strongbow, and Trident). Advertisers should also treat the festival as a media buy and plan the measurements in advance, utilise all media and other opportunities available around the festival and understand that, for cost-effectiveness reasons, sponsorship partners may be essential. Brands should also integrate festival activity into a longer-term communications strategy, sustain a relationship with the audience beyond the event itself and recognise that measurement is difficult, and needs a distinctive approach (the best evaluation can occur when consumers want to take part in the evaluation seeing it as part of their experience).

Summary
This article discusses near-purchase media, point-of-sale and ambient media positioned close to point-of-sale, such as trucks carrying 48-sheet posters (Mobile Media) and advertising on cash machines (ATM:ad). New technology has revolutionised outdoor media, producing improved targeting, reduced costs and greater accountability. Large-format digital printers have meant that campaigns can be on the road within 24 hours of receiving artwork, back-lit advertising can be used after dark and material can be downloaded via a network onto retail TV screens in real time. New technology also facilitates accountability, for example through GPS satellite tracking continuously recording the position of poster vans and EPOS proving the effectiveness of washroom advertising.

Summary
This article describes the ways in which ambient media, through new technology, is creating better consumer engagement at point-of-sale. Marketers can communicate with shoppers in three ways: directly (for example mobile devices and digital signage), indirectly (through sales associates), and through shoppers' experiences (instore, through websites etc.). Examples include Louis Vuitton (Paris), Samsung (New York), and Niketown (New York). The lines between online and off-line shopping are blurred, and the techniques for communicating are similar in both (examples include Verzon and Nau). In-store traffic and interactions are also now trackable, which will help all three communication methods to be improved.

Summary
This article reviews current developments in ambient media. The competitive environment has multiplied and technology is rising fast (RFID, the integration of Bluetooth and infrared technology). In the future, it may be possible to monitor conversations and tailor displays instantly to what is being said. This depends on consumers giving permission to be monitored; but surveys suggest that teenagers are unconcerned about maintaining privacy and data protection. Young people are most liable to be impressed by stunts. Analysis of 4,500 case studies over ten years shows that only a few brands used ambient media strategically: most were one-offs, and often festival schemes. Mini, adidas and Nike have consistently used non-traditional media for branding. Possible future developments in the field include more convergence of art with advertising; more 'green' advertising; more legislation and self-regulation; more use of high technology and more consumer focus and participation. Ambient media will continue to be part of communication strategy, but only if it is adapted to people's lifestyles.

Summary
This introduction to November's Admap report on ambient media discusses what it is, why it has grown, and the problems attending it. As media proliferation makes it harder to get attention, advertisers look for other ways to place their brands before people. This can be via all sorts of locations and methods, and often close to the point of sale. Often its role is to create news, although if this succeeds there is risk that the brand gets lost in the 'buzz'. Because of its novelty and increasing fragmentation, ambient media are seldom covered by audience measurement or other aids to media planning. Much activity in this area is therefore ad-hoc and undervalued. This is even true of point-of-purchase advertising, largely because it is out of the advertiser's control; the cost of specialist merchandising teams may preclude spending on evaluation.

Summary
This paper discusses the differences and relationship between media stunts (essentially one-off actions to make people sit up and take notice) and what is known as 'ambient' or 'alternative' media (the execution of creative media ideas over longer periods, in and on unconventional media like petrol pumps, shopping trolleys, receipts etc). Modern marketing campaigns manifest themselves through multiple communications channels, and ambient is a convenient way of grouping the more unusual of these channels to distinguish them from more traditional vehicles like TV and print. Media stunts and guerrilla marketing, like other non-traditional approaches, come under this heading.