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    Ambient Advertising

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    Mahesh
    This document discusses ambient (also called outdoor) advertising. It is an innovative form of advertising that places ads in unusual locations to attract public attention. Some benefits are that it reaches consumers outside the home and uses images that people process quickly. Examples mentioned include posters, transit ads, and digital displays. While ambient advertising has high visibility, it also has limitations like high costs, small audiences, and difficulty evaluating effectiveness. The document also provides statistics on the growth and current size of the ambient advertising market in India.

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    Ambient Advertising

    Uploaded by

    Mahesh
    91 views32 pages
    This document discusses ambient (also called outdoor) advertising. It is an innovative form of advertising that places ads in unusual locations to attract public attention. Some benefits are that it reaches consumers outside the home and uses images that people process quickly. Examples mentioned include posters, transit ads, and digital displays. While ambient advertising has high visibility, it also has limitations like high costs, small audiences, and difficulty evaluating effectiveness. The document also provides statistics on the growth and current size of the ambient advertising market in India.

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    Ambient Advertising

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    This document discusses ambient (also called outdoor) advertising. It is an innovative form of advertising that places ads in unusual locations to attract public attention. Some benefits are that it reaches consumers outside the home and uses images that people process quickly. Examples mentioned include posters, transit ads, and digital displays. While ambient advertising has high visibility, it also has limitations like high costs, small audiences, and difficulty evaluating effectiveness. The document also provides statistics on the growth and current size of the ambient advertising market in India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    91 views32 pages

    Ambient Advertising

    Uploaded by

    Mahesh
    This document discusses ambient (also called outdoor) advertising. It is an innovative form of advertising that places ads in unusual locations to attract public attention. Some benefits are that it reaches consumers outside the home and uses images that people process quickly. Examples mentioned include posters, transit ads, and digital displays. While ambient advertising has high visibility, it also has limitations like high costs, small audiences, and difficulty evaluating effectiveness. The document also provides statistics on the growth and current size of the ambient advertising market in India.

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    ADVERTISING

    The activity of attracting public


    attention to a product or business, as by
    paid announcements in the print,
    broadcast, or electronic media.
    AMBIENT ADVERTISING
    • Also known as Outdoor Advertising

    • Innovative Advertisement that communicates


    the simple message in a most expressive way.

    • Pervasive Communication for the urban areas

    • Smart Placements of media


    Ambient Advertising
    • Ambient advertising is the placement of
    advertising in unusual & unexpected places
    often with unconventional methods

    • Instead of using outdoor billboards, print and


    television ads, agencies started to place ads
    on unusual items or unusual places.
    Why Ambient Advertising
    • Consumers are staying out of their homes.

    • Less time to spare for newspapers, televisions and magazines.

    • People process images much faster than they process words.

    • It is economical

    • It is 24x7, more effective.

    • It is for mass
    Advantages
    • Visibility

    • Frequency

    • Creative

    • Effectiveness

    • Element of Surprise

    • Easy to Recall
    Disadvantages
    • High Cost

    • Small Coverage

    • Difficult to Evaluate the Target Audience

    • Limited Message

    • Wear out
    Ambient Advertising Scenario In
    India
    GROWTH RATE – IN TOTAL

    34%

    20%

    5%

    2003 - 2004 2005 2010


    Ambient Advertising Market In
    India
    It involves 8-10% of the total advertising expenditure

    12

    10

    8 40%

    6
    Others
    90%
    4 Telecom
    60% 60%
    2 40%

    0
    Total Media & Banking & Telecom
    Expenditure Entertainment Financial firms
    Ambient Advertising Forms
    • Posters
    • In Store Advertising
    • Sports Stadium/Arena
    • Transit
    • Airport Advertising
    • Mall Advertising
    • Air balloons/Skywriting
    • Washrooms
    • Petrol/Gas Pumps
    • Laser Projecting
    • Keep it Simple

    • Color

    • Copy

    • Font Type
    Guidelines
    • All premises within the City displaying outdoor
    advertising will require annual licensing.

    • Ads inside buildings will not require approval or


    licensing.

    • Change of message will not require approval.

    • In single property/business premises a single license


    will be required regardless of the number of
    advertising
    Successful Outdoor Ads In India
    Conclusion

    • With the media explosion all around and increasing


    competition, media-planners are looking at the
    possibilities of Outdoor Advertising these days.

    • Escalating prices of the television and print media, along


    with market fragmentation.

    • Changing customer lifestyles and growing clutter have all


    generated the need for advertising on a medium, which is
    untapped and can innovatively capture audiences even out
    of home.

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