Ambient media: advertising's new media opportunity?

Avi Shankar and Brett Horton

Ambient media have attracted considerable attention in the UK marketing and advertising trade press. This paper aims to introduce these 'non-traditional out of home' media to a wider audience, provides a basic description of the various types of ambient media and attempts to categorise ambient media to aid the academic development of this new area. Factors encouraging the growth in the ambient media sector are discussed and a theoretical argument is offered that examines why ambient media can 'work'. Research evidence and a short case study are also presented as examples of ambient media in action.

INTRODUCTION

Who would have thought that takeaway lids, toilet walls and those fiddly holsters on petrol pumps would ever be taken seriously?

Archer, 1998