When your favorite sports team is playing at their home field, they have a large crowd rooting them on, they know the intricacies of the playing field, and the stadium feels familiar. This creates a bit of an advantage over their competition. Ambient media can do the same for your company.
What is Ambient Advertising?
Ambient advertising is about strategically placing ads in familiar locations in unexpected ways. The advantage of this type of media is that it interacts within your target audience’s daily lives and the environments they visit, helping them to develop positive associations and familiarity with your brand. This interaction has the opportunity to create a connection, especially when the ads align with the target market’s lifestyle.
For example, McDonald’s used ambient media to transform a typically unpleasant experience (paying a toll) into one that generated surprise and excitement for commuters. The fast-food chain changed the toll booths in Manila overnight to a McDonald’s themed Drive-Thru, offering commuters a complimentary breakfast/coffee, along with free toll fare. They also started the hashtag #McTollbooth so that commuters could share their experience with their personal networks. This use of ambient media worked well because it effectively connected commuters with a positive Drive-Thru experience, making them more likely to choose a McDonald’s Drive-Thru the next time they are on the go.
Where is Ambient Advertising Most Effective?
Ambient ads can be a cost-effective way to create buzz around your brand, especially in high-traffic areas. If the ad is creative and the message is strong, people will talk about your ad, providing you additional exposure.
When is ambient advertising most effective?
- In urban areas where commuters tend to congregate before and after work, such as a bus or subway stations, alternative transportation providers, or places that receive a high amount of foot traffic
- When used in close proximity to your point of sale, such as close to a store location or an event
- When your target audience is concentrated in one area, like a sporting event, parade, nightlife event, or in the midst of a big city
Get Set Before You Bet Bike Kiosks
The key to a successful ambient media campaign is to choose the best media format available and to combine it with an effective message that speaks directly to your customers and pushes them to think differently about a place. For example, in order to address the increase in sports betting throughout Ohio, Origo leveraged the use of ambient media during the Get Set Before You Bet campaign by placing public awareness ads on bike kiosks surrounding baseball stadiums in Columbus, Cincinnati, and Cleveland to encourage sports fans to more learn about responsible gambling practices. This approach gave great exposure to families from all over the state coming to watch sporting events and also aligned with our public health message. The use of ambient media was an extremely successful portion of the campaign because it directly interacted with the market we were trying to reach (sports fans).
Gohio Commute and CoGo Bike Share
Another great example of ambient media was demonstrated throughout the Gohio Commute Rethink Your Ride campaign, a public awareness initiative designed to encourage commuters to explore alternative forms of transportation. As part of this campaign, Origo developed signage to be displayed at CoGo bike stops that would rotate within key areas throughout Central Ohio, providing us with a direct tie-in to alternate forms of commuting and interacting with our target audience of people who commute downtown.
Are you curious about how ambient media can create results for your brand? Contact us today at firstname.lastname@example.org to learn more.