Download Ambient Marketing: Towards a Modern Definition

Ambient Marketing: Towards a Modern Definition
Abstract
This paper seeks to establish much-needed clarity to the term ‘ambient marketing’, to not
only establish the boundaries of this marketing practice, but also to differentiate it from other
out-of-home and related marketing methods. Firstly, factors leading to the rise of ambient
marketing are examined, in order to understand how this approach has emerged as one of the
fastest growing marketing communications methods in use today. Following from this,
existing uses and definitions of the term 'ambient marketing' are examined and critiqued,
demonstrating the need for a more comprehensive and modern definition. By examining
aspects in which it is differentiated from other marketing methods, a robust and distinct
definition of ‘ambient marketing’ is then proposed for both academic and practitioner use.
Together with considerations for future research issues, more focused research into this
increasingly important advertising approach is encouraged and supported.
Track: Marketing Communications and Public Relations
1
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Introduction
Deleted: Concord, 2001
Within the past decade, ambient marketing has gained tremendous popularity among
practitioners, and has proven to be one of the fastest-growing marketing communications
methods based upon physical proliferation and advertising spending. Despite the increasing
proportion of advertising spend (Concord, 2001; PQ Media, 2007) on this marketing
communications approach, an approach which is sometimes also referred to as ‘alternative,
out-of-home media,’ ambient marketing has received surprisingly little attention among
marketing academicians. Indeed, no accepted definition of the approach exists in the
academic marketing literature, even though useful early inroads have been made on the topic
(Shankar & Horton, 1999) and increasingly there are efforts by academics and practitioners to
establish the area as both separate and distinct from ‘outdoor advertising’ but beneath the
umbrella of out-of-home marketing. As a result, ambient marketing remains largely
undifferentiated from other out-of-home advertising methods, including both traditional and
non-traditional marketing methods. This lack of clarity surrounding the ‘ambient marketing’
term demonstrates a clear need for a far more rigorous and robust definition, such that the
term and the associated approach have a shared meaning among both marketing academics
and practitioners. The purpose of this paper is therefore to work toward and propose a
modern definition of ‘ambient marketing,’ with the further aim of encouraging a better
understanding of the area and stimulating discussion among marketing academicians of the
area’s potentially growing importance.
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Why is ‘Ambient Marketing’ Growing in Use?
Within recent times, traditional advertising approaches, including television, radio,
billboards, retail window displays, and signage on buses and taxis, have been observed to be
diminishing in their ability to fulfil the objective of effectively communicating marketing
messages to consumers, as a result of factors such as increased audience fragmentation, nonreception of messages by consumers and/or reduced exposure to advertising messages, and a
heightened difficulty in engaging consumers with advertisements as they learn to ignore
traditionally-placed advertising (Kaikati & Kaikati, 2004). Added to this, increased consumer
commute and wait times have resulted in the growth of out-of-home advertising methods (PQ
Media, 2007). Cumulatively, these factors result in traditional marketing garnering uncertain
value to advertisers (Evans, O’Malley, and Patterson, 1996) and a surge in the occurrence of
more ‘modern’ marketing methods including ambient, stealth, viral and guerrilla marketing.
Ambient marketing in particular, as an alternative area in relation to traditional
advertising, is increasingly viewed as an approach that allows for more effective
differentiation of marketing messages, breaking through the clutter of mass advertising via
unexpected and novel placements and media (Lee Yuen, 2008; Phillips & Bradshaw, 1993).
Further, given consumers’ repeated interaction with a single, specific ambient marketing
message at a particular location, there is added potential to stimulate comprehension of the
message and subsequently drive purchase behaviour. In addition, the postulated view that
consumers are increasingly participating in purchase decision behaviours outside of the home
(Phillips & Bradshaw, 1993; Stern, 1962) largely provides a premise upon which ambient
marketing efforts may be based. While consumers are completing more of their purchasedecision process in-store, further negating the effectiveness of traditional advertising, ambient
marketing appears to be bridging the gap between traditional advertising and what is referred
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to as ‘point-of-sale advertising.’ This out-of-home advertising corridor thus appears to
provide opportunities to further influence consumers’ decision-making process.
Collectively, the above reasons may be why ambient marketing, given its ability to
garner both spatial and temporal reach (Belch and Belch, 1998), is observed to be one of the
fastest growing advertising medium (Shankar & Horton, 1999).
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Existing Ambient Marketing Definitions
Discrepancies clearly exist between academic and practitioner definitions of ‘ambient
marketing’, and even among academics attempting to define this practice. Furthermore, a
review of the literature finds there is ambiguity as to how the approach is situated within
and/or overlaps with broader classifications and categorisations of media (e.g., ambient
advertising, ambient media and elements of creative advertising and creative media).
Following is a brief but critical review of the treatment of ambient marketing within both the
academic literature and the term’s use by the practitioner community.
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Ambient Marketing within Academic Literature
Shankar and Horton (1999) first attempted to explain ambient media, by defining the
practice as ‘non-traditional out-of-home media’, and attempting to categorise ambient
marketing according to the environment in which it is placed, derived from Concord (1998).
While this definition may have sufficed twelve years ago, within the current marketing
environment, this definitional approach may arguably be viewed as overly broad and
relatively generic. For example, several of the ambient marketing ‘categories’ that have been
recently proposed have evolved into specific individual marketing strategies, such as ‘travel’
media, which is now established as ‘transient’ media (Outdoor Advertising Association of
America, 2010). Furthermore, Shankar and Horton (1999) exemplify ambient marketing as
posters, video screens and sponsorship opportunities, among others, which are now far more
mainstream advertising vehicles. While these strategies may to some extent be considered
’non-traditional’, they appear to no longer fit today’s scope of ambient marketing, which,
increasingly, is viewed as differentiated from other out-of-home advertising methods as a
result of a vast range of media carefully integrated into the consumers’ physical environment.
In contrast to Shankar and Horton’s view, Luxton and Drummond (2000, p.735)
characterise ambient marketing as “[t]he placement of advertising in unusual and
unexpected places (location) often with unconventional methods (execution) and being
[the] first or only ad execution to do so (temporal) (emphasis in the original).” However,
while the references to location and execution help to differentiate ambient marketing as an
approach in practice, these terms are both non-specific and subjective. Additionally, by
limiting ‘ambient marketing’ to only those campaigns which are the first or only one of its
kind, this definition excludes a vast number of executions which would be considered
ambient media by practitioners, due solely to the lack of this type of first-mover advantage.
Despite these apparent limitations, however, both studies position ambient marketing
as an alternative to traditional outdoor advertising, using atypical locations and diverse
mediums to break through advertising clutter to communicate with consumers, a view further
confirmed in both conceptual and empirical research by Lee Yuen (2008). In addition, there
is further agreement that ambient marketing is seen to be strategically implemented as part of
an integrated marketing communications mix, and in garnering consumer awareness and
aiding recall, and in generating public relations (Lee Yuen, 2008; Luxton & Drummond,
2000; Shankar & Horton, 1999). Further, there is also common research ground in terms
3
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regarding the increasingly pervasive and ubiquitous nature of ambient media, and its
intrusiveness in consumers’ domains (Luxton & Drummond, 2000; Storch, 2008).
However, academic debate nevertheless persists as to the functionality of ambient
marketing. Shankar and Horton (1999, p.309), for example, firmly assert that ambient
marketing is primarily employed “to communicate with consumers close to the point of sale,”
suggesting that these messages serve as reminders to consumers in arousing and persuading
impulsive purchase decisions. Contrary to this, Lee Yuen’s (2008) findings suggest that
practitioners’ use of ambient marketing extends beyond initiation of sales, and that building
brand awareness, stimulating brand recall, reinforcing the brand image or product features, or
encouraging consideration of the brand in longer-term purchase decisions could each, in and
of themselves, be an individual, primary objective of an ambient marketing campaign. Such a
view is perhaps more similar to that of Luxton and Drummond (2000) who argue that
ambient marketing is a supportive and reinforcing medium, rather than directly persuasive in
driving purchase behaviour. Such findings, therefore, draw attention to the scope of ambient
marketing in relation to the term’s implicit definitions in-use.
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‘Ambient Marketing’ as Defined by Practitioners
Within practitioner reports, many substitute terms are observed to exist for ‘ambient
marketing’, and there is also an observed lack of consistency among reports as to what
constitutes this practice. PQ Media (2007, p.47) refer to ‘alternative ambient advertising’ or
‘place-based media’, under the umbrella of alternative out-of-home media, and define the
latter as including “messages delivered via locations, channels, formats, objects and other
conduits to reach consumers engaged in their daily routines.” Further to this latter definition,
the report segments ‘ambient media’ according to placement, including foot traffic and
transit, and a third category of ‘specialty ambient’ for all other executions, further
differentiated by medium used. In a similar vein, Concord (2001) classifies ambient
marketing vehicles according to the environment in which they are found, again implicitly
referring to place-based media, including categories such as retail, leisure, travel, academic
and community.
By implicitly defining ambient marketing in the above ways, it can be argued that,
practitioners are using the term as a broad approach covering any out-of-home advertising
execution aside from conventional billboards and posters, a view that is not dissimilar to that
of Shankar and Horton (1999). In so doing, marketers are offering very little, if any,
meaningful differentiation of ambient marketing, as such views actually include similar and
related marketing methods in its implicit definition, including point-of-sale advertising and
sponsorship. Additionally, whereas it may be argued that ambient marketing is a relatively
modern ‘alternative’ form of out-of-home advertising, advertising media such as buses,
subway stations and washroom posters should ultimately not be included under a stricter and
arguably more meaningful scope of ambient marketing, as these media have all now become
mainstream traditional media, and should thus be classified as conventional out-of-home
advertising.
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Modernising the Definition of Ambient Marketing
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In light of the above definitional limitations and shortfalls, the need for a
comprehensive understanding of ambient marketing is highlighted, as well as the
development of a common understanding of the use and effectiveness of this practice. Rather
than adopting the perspective of ambient marketing as an undifferentiated stockpile of out-of-
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home advertising methods, this practice should be critically examined and given a concise
and far more distinctive definition.
Thus, it is argued that ambient marketing should not simply be viewed as nontraditional out-of-home advertising, but rather as a subset of the latter, and should not
encompass all outdoor media. Instead, ambient media should include only those which are
integrated into the existing external environment, where common physical objects are
transformed into marketing messages. In so doing, there exists an interaction between the
medium and the product being advertised, where consumers have a propensity to associate
the product or brand with the medium used, and the brand then takes ownership of this
medium, as suggested by Dahlen, Friberg, and Nilsson (2009). In this way, framed
advertising in unusual locations, such as a decal on a sidewalk, would not constitute ambient
marketing; whereas Lego having painted the non-skid area of the sidewalk to look like Lego
blocks does represent ambient marketing, as there is a relationship between the brand and the
medium. Similarly, Casino de Venezia in Italy painted an airport baggage carousel to look
like a roulette wheel, making use of the shape and motion of the existing carousel to
communicate its brand message.
Further, it is argued that ambient marketing placements are within consumers’
immediate external environments, typically with some relation to the point of sale, although
not necessarily so, as is indicated by Shankar and Horton (1999). Coupled with the use of
alternative and unexpected locations, ambient marketing thus becomes somewhat
unavoidable to passing consumers, and thus increasingly effective in breaking through
advertising clutter to reach consumers where they are more susceptible to being influenced by
advertising messages. Further, as ambient marketing aims to be integrated within consumers’
ongoing routines (Lee Yuen, 2008; PQ Media, 2007) consumers will subsequently be faced
with repeated exposure to ambient marketing messages. Cumulatively, these factors allow for
ambient marketing to be an effective reminder and reinforcer to consumers, potentially giving
rise to not only a relatively direct purchase decision influence (particularly when within close
proximity to the point of sale) but also increased brand awareness and recall.
Directly related to ambient marketing’s immediacy within consumers’ environments
is the capacity for consumer engagement and interaction with the marketing execution.
Whereas distant billboards and posters serve no such purpose, ambient marketing executions
make use of existing or commonplace objects within the environment that give rise to direct
physical engagement. Such engagement can range from passive interaction, such as a zebra
crossing placement where consumers cannot help but step upon and walk over the media and
the message, to relatively more active interactions where an element of essential consumer
functionality is incorporated. Examples of the latter include 3M’s Scotch Brite water
fountain, where the sink is replaced by a large sponge to absorb any excess water while
consumers drank from the faucet, and Kit Kat’s park bench that is shaped, textured, and
coloured to appear as an oversized Kit Kat chocolate bar.
Drawing upon these arguable points of differentiation from other out-of-home
marketing methods, a definition of ambient marketing can thus be put forth:
Alternative out-of-home marketing communications methods which employ
non-traditional physical spaces or objects that are not typically designated to
carry advertising messages, and which are located within consumers’
immediate external environment.
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From this definition, it can be seen that what constitutes ambient marketing is in a
state of flux, as proliferated use of a particular medium results in its shift from ambient media
to mainstream, traditional out-of-home media.
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Furthering the Ambient Marketing Research Agenda
In addition to the need for marketing academicians and practitioners alike to embrace
a common definition of ambient marketing, it also should be acknowledged that, to date,
there has been no substantial literature to determine consumer perceptions of ambient
marketing as a practice. Indeed, such a problem may be compounded by the difficulty in
measuring the effectiveness of ambient marketing executions. As a result, while ambient
marketing is perceived by marketing academicians and practitioners as increasingly effective
in reaching consumers as compared to conventional advertising methods, little empirical data
exists to support this, demonstrating a considerable need for research into ambient marketing
effectiveness and consumer perceptions.
Following this, as a creative medium, the behavioural outcomes of exposure to
ambient marketing, with respect to its novelty and unexpectedness, could be investigated.
Similar to Dahlen’s (2005) work, this research could identify the effects of ambient
marketing on consumer attention and attitudes. Further to this, the recall value of ambient
marketing can be examined, and how this affects consumer brand choices, or whether this
type of creative advertising results in recall for the advertisement but not for the brand, as
evidenced in research by Pieters, Warlop and Wedel (2002) and van Meurs and Aristoff
(2009). Furthermore, brand recall of ambient marketing can be related to specific variables,
such as visibility within the environment based on colour, size or shape; logo placement; or
use of advertising copy, as examined by Meehan and Sudbury (2010).
The central premises of ambient marketing, such as that of repeated exposures,
present future research opportunities. Thus, mere exposure effects, as suggested by Baker et
al (1986) and Grimes (2008), of ambient marketing on consumers could then be examined,
and possible consumer behaviour outcomes identified, from increased awareness to actual
purchase. Additionally, investigations of exposure duration and frequencies could be applied
within ambient marketing research, in order to identify the relative valence of each of these
variables.
Additionally, moderating variables of ambient marketing, such as brand familiarity
and product category, can be studied to determine how each of these can affect the
effectiveness of an ambient advertisement, and thus influence consumer behaviour. Variables
which can be manipulated by advertisers, such as medium and visibility of individual
campaigns, could also be analysed to identify effective ambient marketing practices, as well
as Shankar and Horton’s (1999) theories of strategic and tactical advertisements based on
proximity to the point of sale.
Finally, whereas the extent of current research into ambient marketing tends to be
limited to the assessment of individual ambient campaigns by marketing periodicals,
proposing a concise definition and offering a richer understanding of ambient marketing can
lead to more in-depth examinations of the practice as a whole, by both academic researchers
and practitioners. As such, this research not only identifies the scope of ambient marketing,
but also differentiates ambient marketing from both traditional and non-traditional out-ofhome advertising, thus classifying ambient marketing as a distinct marketing area for both
research and practice, rather than the ambiguous and blurry perception that it has had to date.
6
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References
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¶
Baker, W., Hutchinson, J., Moore, D. & Nedungadi, P. (1986). Brand familiarity and
advertising: effects on the evoked set and brand preference. Advances in Consumer
Research, 13(1), 637-642.
Belch, G. & Belch, M. (1998). Advertising promotions: an integrated marketing
communications perspective (4th ed.). Boston: Irwin McGraw-Hill.
Concord(1998). Ambient Media 1998. London: Concord.
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Concord (2001). Ambient Media 2001. London: Concord.
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Dahlen, M. (2005). The medium as a contextual cue: effects of creative media choice.
Journal of Advertising, 34(3), 89-98.
Dahlen, M., Friberg, L. & Nilsson, E. (2009). Long live creative media choice: the medium
as a persistent brand cue. Journal of Advertising, 38(2), 121-129.
Evans, M., O’Malley, L. & Patterson, M. (1996). Direct marketing communications in the
UK: a study of growth, past, present and future. Journal of Marketing Communications, 2,
51-65.
Grimes, A. (2008). Towards an integrated model of low attention advertising effects: A
perceptual-conceptual framework. European Journal of Marketing, 42(1/2), 69-86.
Kaikati, A. & Kaikati, J. (2004). Stealth marketing: how to reach consumers surreptitiously.
California Management Review, 46(4), p.6-22.
Lee Yuen, M. (2008). Ambient marketing: translating theoretical frameworks into real-world
applications. Unpublished dissertation, M.Sc. in Marketing & Strategy: Warwick Business
School, University of Warwick.
Luxton, S. & Drummond, L. (2000). What is this thing called ‘ambient advertising’?
Proceedings of the ANZMAC (Australian & New Zealand Marketing Academy
Conference) 2000, Visionary Marketing for the 21st Century: Facing the Challenge. Gold
Coast, Australia, p.734-738.
Meehan, J. & Sudbury, L. (2010). How many is too many? An application of working
memory to advertising copy. Proceedings of the Academy of Marketing Conference 2010,
Transformational Marketing. Coventry, UK.
PQ Media. (2007). Alternative out-of-home media forecast 2007-2011. Connecticut: PQ
Media LLC.
Phillips, H. & Bradshaw, R. (1993). How customers actually shop: customer interaction at the
point of sale. Journal of the Market Research Society, 35(1), 51-62.
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Pieters, R., Warlop, L. & Wedel, M. (2002). Breaking through advertising clutter: benefits of
advertisement originality and familiarity for brand attention and memory. Management
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Shankar, A. & Horton, B. (1999). Ambient media: advertising’s new media opportunity?
International Journal of Advertising, 18(3), 305-321.
Stern, A. (1962). The significance of impulse buying today. Journal of Marketing, 26, 59-62.
Storch, B. (2008). Ambient advertising – an intrusion of consumers private sphere?
Norderstedt: Grin Verlag.
Van Meurs, L. & Aristoff, M. (2009). Split-second recognition: what makes outdoor
advertising work? Journal of Advertising Research, 49(1), 82-92.
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Increasingly, academics and practitioners are establishing ambient
marketingalso known as alternative out-of-ho as separate and distinct from outdoor
advertising, beneath the umbrella of out-of-home marketing.
referred to by marketing practitioners as ‘ambient marketing,’
growth, ambient marketing
this area of marketing communications
attention within the academic arena, and no accepted definition of the practice
exists to date.
revision of the existing use of the term ‘ambient marketing’, and development
of a modern and distinctive definition for this practice.
ums, which has resulted in the decreasing effectiveness of traditional advertising
Further to this,
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suggested
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also
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to
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with ambient advertising
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to consumers
functional advertising messages that consumers can physically engage with
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Taking into account
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or