Let's go ambient

The advertising industry is, by its very nature, dynamic and in constant need of new ways in which to communicate messages to the consumer. It is now at a stage of development where the introduction of original and exciting forms of advertising and promotions is essential in order to satisfy the ever-increasing demands of the advertiser in their desire to sell their products or services. Derived from ambience, Ambient Media implies that it blends with its surrounding. This phrase started to appear in British media jargon about four years ago, but now seems to be firmly established as a standard term within the advertising industry. It refers to almost any kind of advertising that occurs in unconventional medium. It is meant to catch you by surprise and pop up when you least expect it. It is Guerrilla marketing that aims at changing the target audience mind-set and thus introduce the core product or service by challenging 'accepted' forms of advertising.