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

2003 - 2004 2005 2010

5%

20%

34%

GROWTH RATE – IN TOTAL

Ambient Advertising Market In India

It involves 8-10% of the total advertising expenditure

Total Exp

enditure

Media & Enterta

inment

Bankin

g & Fi

nancia

l firm

s

Telecom

02468

1012

60%40%

60%90%

40%

OthersTelecom

Ambient Advertising Forms• Posters• In Store Advertising• Sports Stadium/Arena• Transit• Airport Advertising• Mall Advertising• Air balloons/Skywriting• Washrooms• Petrol/Gas Pumps• Laser Projecting

POSTERS

In Store

Advertising

Sports Stadium/Arena

Transit

Airport Advertising

Mall Advertising

Air balloons/Skywriting

Was

hrooms

Petrol/Gas Pumps

Laser

Projecting

A Creative How To

Mak

e

Ambient Ads

• 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

Name The Follo

wing Ambient Ads

POSTERS

In Store Advertising

Station Advertising

Transit

Air Balloons

Washrooms

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.