Ambient media – how the world is changing

Daniela Krautsack

'Most people who think they know about innovative media will probably mutter something about cows wearing jackets.'

When I read this statement about ten years ago in a UK publication, I was not aware of the implications this sentence would have for my future.

When I interview people inside and outside the advertising industry about the terminology and description of ambient media today, the associations I hear still haven't changed from when I started to explore this field. Floorminders, toilet ads and stickers are among the answers most frequently suggested, and they represent only a small percentage of the many ambient media vehicles that have cluttered the world of non-traditional advertising ever since they became popular in the mid-1990s.