What is ambient advertising?

Ambient advertising explained

Imagine walking down the street and spotting the usual ads on lorries, buses and billboards. It's so routine that you might not even notice. But, what if you saw an ad cleverly placed on a park bench, bus shelter or zebra crossing?

This unexpected approach defines ambient marketing. Strategic and unconventional ad placements grab attention and leave a lasting impression.

Not to be confused with out-of-home (OOH) advertising (outdoor ad formats, like billboards and bus shelters), ambient media focuses on innovative and unconventional advertising methods, such as public interactive installations or building projections.

The term 'ambient' refers to how these ads integrate naturally into the consumer's environment, adding value beyond being advertisements.

Key characteristics of ambient advertising include:

• Creativity - The ads feature unique, innovative ideas that disrupt expectations and present the product in a fresh way.

• Surprise factor - Placing ads in surprising locations catches consumers off guard, sparking excitement and curiosity.

• Interactive experience - Many ambient ads encourage participation, offering an engaging experience that helps consumers form a deeper connection with the brand.

• Subtlety - Ambient ads blend into everyday environments, helping consumers engage with the ad naturally and without pressure to make a purchase.

The benefits of ambient advertising

Here’s a closer look at ambient advertising's key benefits and why it’s becoming a marketing strategy of choice. 

1. Going viral

One of the most compelling benefits of ambient advertising is its ability to go viral. 

These creative and unexpected campaigns captivate audiences, often leading to widespread social media sharing and traditional media coverage. This extended reach amplifies the brand’s visibility and encourages consumers to explore the product in greater detail. 

Virality also enhances audience engagement, increasing the chances of a higher return on investment (ROI). As these ads reach far beyond their initial target, they help build awareness and spark conversations about the brand, expanding its influence across a broader market. 

2. Memorably highlight products

Ambient advertising can draw attention to products by presenting them in unexpected, memorable ways. Placing products in environments where they wouldn’t typically be found can disrupt expectations, encouraging audiences to view the product from a fresh perspective. 

For example, Kit Kat’s ‘ Have a Break’ Bench transformed an ordinary public bench into a giant Kit Kat bar, perfectly aligning with the brand’s tagline while surprising passersby. This clever placement reinforced the brand’s message and created a memorable experience that resonated with consumers, sparking conversations about the campaign. 

This element of surprise leaves a lasting impression, so the product is more likely to remain in consumers' minds. Compared to traditional advertising, ambient campaigns are more effective at creating a buzz, prompting consumers to take action.

3. Broader audience appeal

The benefits of ambient advertising include its ability to resonate with diverse audiences. 

Embracing creativity and innovation helps attract attention beyond a brand’s typical market. Knowing your audience is great, but well-executed ambient ads can appeal to broader demographics, sparking interest from consumers who might not otherwise engage with the product.

This broad appeal boosts engagement and increases the likelihood of converting interest into sales. If the ad gains significant traction online, it may inspire people from different regions to engage with the campaign, whether by sharing it digitally or experiencing it in person. 

With an extensive range of ambient media options available, there’s a perfect solution for every audience, campaign, and niche.