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ADVERTISING

The activity of attracting public


attention to a product or business, as by
paid announcements in the print,
broadcast, or electronic media.
AMBIENT ADVERTISING
• Also known as Outdoor Advertising

• Innovative Advertisement that communicates


the simple message in a most expressive way.

• Pervasive Communication for the urban areas

• Smart Placements of media


Ambient Advertising
• Ambient advertising is the placement of
advertising in unusual & unexpected places
often with unconventional methods

• Instead of using outdoor billboards, print and


television ads, agencies started to place ads
on unusual items or unusual places.
Why Ambient Advertising
• Consumers are staying out of their homes.

• Less time to spare for newspapers, televisions and magazines.

• People process images much faster than they process words.

• It is economical

• It is 24x7, more effective.

• It is for mass
Advantages
• Visibility

• Frequency

• Creative

• Effectiveness

• Element of Surprise

• Easy to Recall
Disadvantages
• High Cost

• Small Coverage

• Difficult to Evaluate the Target Audience

• Limited Message

• Wear out
Ambient Advertising Scenario In
India
GROWTH RATE – IN TOTAL

34%

20%

5%

2003 - 2004 2005 2010


Ambient Advertising Market In
India
It involves 8-10% of the total advertising expenditure

12

10

8 40%

6
Others
90%
4 Telecom
60% 60%
2 40%

0
Total Media & Banking & Telecom
Expenditure Entertainment Financial firms
Ambient Advertising Forms
• Posters
• In Store Advertising
• Sports Stadium/Arena
• Transit
• Airport Advertising
• Mall Advertising
• Air balloons/Skywriting
• Washrooms
• Petrol/Gas Pumps
• Laser Projecting
• Keep it Simple

• Color

• Copy

• Font Type
Guidelines
• All premises within the City displaying outdoor
advertising will require annual licensing.

• Ads inside buildings will not require approval or


licensing.

• Change of message will not require approval.

• In single property/business premises a single license


will be required regardless of the number of
advertising
Successful Outdoor Ads In India
Conclusion

• With the media explosion all around and increasing


competition, media-planners are looking at the
possibilities of Outdoor Advertising these days.

• Escalating prices of the television and print media, along


with market fragmentation.

• Changing customer lifestyles and growing clutter have all


generated the need for advertising on a medium, which is
untapped and can innovatively capture audiences even out
of home.