What is ambient advertising?

Ambient means surrounding and environment. In the context of advertising, ambient ads is just one example of guerrilla marketing which absolutely attracts attention of consumers in outdoor and indoor ambients. In this creative advertising technique, environmental elements which consumers generally interact with in their daily life, are differently used and made meaningful in terms of advertising. These environmental elements can be changed and also be accorded with advertising. When advertising message is matched (message/medium fit) with the environmental elements used in advertising, the effect of ads is going to be much more. Because, using an uncommon medium which is also not matched with the advertising message in an advertising, just gets consumers' attention, but an untraditional medium which also carries a matched ads message on it (as shown in the pictures below) may not be perceived as an advertising by consumers. Thus, consumers' behaviour of avoidance from advertising is overcomed and the main aim of the ads is carried out. The ads message is sent to customers' subconscious through this creative way. This is what an ambient advertising can offer to brands!

It is an automatic sliding door at a shopping mall. It has life-size stickers of people on it and when customers come to mall, the door opens and it seems like people on the door move away when they see customer. And there is an already installed small billboard with a message " people move away when you have body odor". This is how guerrilla marketing acts. And this is a good example of ambient advertising.