Cows in jackets – can ambient media fight the effect of mass media fragmentation?

Daniela O. Krautsack
Magic Moments, the creative unit of MediaCom, Austria

Thomas Aust
Director of Photography, Austria


This paper addresses the opinion and the mood of consumers towards their usage of traditional and non-traditional / 'ambient' media in 20 cities worldwide. Capturing the enthusiasm and frustration about 'good' and 'bad' advertising and the attitude about 'new' and 'odd' places where advertising is found these days builds the basis of this consumer research which was carried out via interviews of randomly selected people on the street. Experts from the communication, marketing and research industry were questioned how they see the consumer tick today and what measurement methods are put in place to evaluate the effectiveness of their ambient media campaigns. (See Figure 1)