A Study on Ambient Advertising: Marketing Novelty Going Bust

Ambient advertising is a form of advertising done in a non-traditional media or using a medium in a way it has never been used before either as part of the mainstream campaign or as a stand alone activity. It helps brands be more a part of people's lives, say advertising professionals. Ambient advertising is a brand message that hits, when least expected. It is not restricted to any size, shape or format. Ambient advertisements are effective means at pushing a brand message in front of consumers and can develop even better top of mind recall within target audiences. This provides the ability to advertisers to maintain brand awareness created by other advertising efforts. Ambient media can produce mass attention in centralized locations, or directly interact with consumers during normal every day activities. This paper tries to throw light on the concepts of Ambient Advertising, its problems and tries to come out with recommended solutions to make this form of advertising popular in the near future.