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 public bench, bus shelter, or zebra crossing? 

This unexpected approach defines ambient marketing. Strategic and unconventional ad placement grabs attention and leaves a lasting impression. 

Not to be confused with out-of-home (OOH) advertising (outdoor ad formats, like billboards and posters), 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 just being an advertisement. 

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 subtly blend into everyday environments, which helps consumers engage with the ad naturally, free from pressure to make a purchase.

   

The Benefits of Ambient Advertising

Here’s a closer look at the key benefits of ambient advertising and why it’s becoming a go-to strategy for marketers. 

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, aligning perfectly with the brand’s tagline while surprising passersby. This clever placement reinforced the brand’s message and created a memorable experience which 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 wider 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 digital sharing 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. 

At Hello Starling, we specialise in identifying the ideal media spaces to achieve your brand objectives. We stay ahead of the ever-changing media landscape curve so you don’t have to. 

Call us on +44 (0) 292 044 0022 to get started! 

4. The Delicate Approach

Ambient advertising stands out for being a non-intrusive form of marketing. Unlike more aggressive strategies, it doesn’t pressure consumers to make immediate purchases. Instead, these ads integrate seamlessly into everyday environments, allowing audiences to engage with them on their own terms. 

For example, in 2021, Marmite and Adam & Eve/DBB created dramatic billboards highlighting the brand’s chilli-flavoured product. 

The first billboard featured the lid of a Marmite jar appearing to explode out of the billboard and crash into a nearby car’s windscreen, highlighting the spread’s bold intensity. This visual created a buzz that captivated onlookers and the media. 

Though the ad was striking, viewers could appreciate the creativity without feeling pressured to act immediately. The balance between surprise and subtlety boosted brand recognition and reinforced Marmite’s bold personality, leaving a lasting impression. 

This subtlety also fosters goodwill towards the brand, positioning it as authentic and approachable. Consumers are more likely to be receptive to future products or campaigns from a company that respects their autonomy, ultimately strengthening brand loyalty over time. 

Here’s a closer look at the key benefits of ambient advertising and why it’s becoming a go-to strategy for marketers. 

How We Can Help

Through creativity, surprise, and innovation, ambient ad campaigns disrupt traditional norms and create memorable experiences that resonate with audiences. 

The benefits of ambient advertising are clear: the potential to go viral, connect with a wider demographic, and memorably highlight products. For brands looking to stand out, ambient advertising offers a unique opportunity to create meaningful interactions and stories worth sharing. 

Ready to make your brand unforgettable?

With Hello Starling's ambient media solutions, we’ll help you reach your audience in unexpected and creative ways—whether it’s through ads on beer mats, pedestrian crossings, or something entirely new. Let’s find the perfect fit for your campaign.