Ambient media: advertising's new media opportunity?

Avi Shankar · Brett W. Horton

45 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

Ambient media have attracted considerable attention in the UK marketing and advertising trade press. This paper aims to introduce these ‘non-traditional out-of-home’ media to a wider audience, provides a basic description of the various types of ambient media and attempts to categorise ambient media to aid the academic development of this new area. Factors encouraging the growth in the ambient media sector are discussed and a theoretical argument is offered that examines why ambient media can ‘work’. Research evidence and a short case study are also presented as examples of ambient media in action.

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References

1983Classifying Services to Gain Strategic Marketing Insights 1993How Customers Actually Shop: Customer Interaction with the Point of Sale 1992The Behavioral Perspective Model of Purchase and Consumption: From Consumer Theory to Marketing Practice

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