Ambient Media
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Back to "Marketing"Ambient Media is a term from marketing and designates means of publicity, which are used as external advertisement in the direct living environment of their target group. An example are the free postcards laid out in the catering trade.
Detail
Ambient Media are medium formats, which are flatable consumed within the Out OF home range of the target group. This definition contains three central of terms:
Ambient the term Ambiente means here the specific areas of life, in which the target group lives, and/or the atmosphere these ranges surrounds. After the target group was to be reached print, TV, radio and poster increasingly more heavily by means of the standard channels, Ambient Media finds the way their direct habitat. The underground covers exactly the same as the supermarket or the tavern. Out OF Home with the allocation to the Out OF Home range distinguishes itself Ambient Media from communication forms such as telephone sales, entry door business and new Media. Penetrating into the privacy of the target group develops other forms, than the placement of almost classical media in the public area (tavern, underground, etc.) .planbar beginnings to the evaluation and plan barness must with Ambient Media differently look than within the classical range. Categories like the thousand-contact price (TKP) are cut to mass media and fail here. An important characteristic represents the homogeneity of the target group. In principle also Ambient Media is flatable.Practice
Examples of Ambient Media formats are free postcards, which are laid out in the catering trade, advertisement on Pizzakartons, toilet posters, which are put out in the sanitary rooms by taverns and discotheques, or posters, which are installed e.g. in schools or universities. Newer forms are advertising postcards, selected at parking cars to be e.g. distribuiert or mobile external advertising media.
Important criterion for Ambient Media are thus not specific formats but is rather the positioning of the advertising medium on for the target group suitable places. The thousand-contact price (TKP) is with Ambient Media formats frequently over from classical means of publicity, on the other hand one the Streuverluste are clearly under the reference values of the classical Werbekampagnen. The special attention is on the quality, not on the quantity of the contacts.
Related links
- Interface between Ambient Media offerers and special intermediaries and/or Mediaagenturen forms Ambient Media registered association in Germany the professional association ().
- A well readable introduction contains the marketing Guide for ()
- For this "manual Ambient Media was published - bases, case studies and Tipps for successful scene marketing in young target groups" as basic work to the topic.
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Related Websites
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- Inside Ambient
Ambient media marketing advertising in Dorset and the UK. - Matching Information and Ambient Media
information to ambient media, investigating ambient counterparts as natural ... Calm technology and ambient media enable new ways to consume information. ... - OUTDOOR ADVERTISING / AMBIENT MEDIA - SOUTH WEST
The Marketing & Creative Handbook Pages on the Internet - A dossier / directory of all the Advertising, Marketing, Design & Publicity support services you ...
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