Publication · UTB Zlín, FMK

AMBIENT
MEDIA
IN ADVERTISING

A comprehensive guide to ambient media in advertising — from theory and history through design principles to categorization and creation.

Start Reading Categorization AMD Definition
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AMBIENT MEDIA ✦ OUT-OF-HOME ✦ VON RESTORFF EFFECT ✦ STORYTELLING ✦ INTERFERENCE ✦ STICKINESS ✦ AMBIENT MEDIA DESIGN ✦ WOW EFFECT ✦ GUERRILLA MARKETING ✦ VIRAL MARKETING ✦ AMBIENT MEDIA ✦ OUT-OF-HOME ✦ VON RESTORFF EFFECT ✦ STORYTELLING ✦ INTERFERENCE ✦ STICKINESS ✦ AMBIENT MEDIA DESIGN ✦ WOW EFFECT ✦
What is ambient media
Media that transcend the classic media mix and reach recipients where they least expect it.

Ambient media are an indispensable part of modern marketing communication. In a world saturated with advertising messages, they stand out and leave a lasting impression thanks to their unique properties — innovativeness, interactivity and the ability to trigger the so-called wow effect.

This publication from Tomas Bata University in Zlín comprehensively maps the theory and practice of ambient media, their relationship to design and offers an original categorization based on the analysis of 500+ examples from around the world.

Origin of the term
The term "ambient media" first appeared in the late 1990s in the United Kingdom — introduced by the London agency Concorde, specializing in outdoor communication. In 1997 it announced that ambient formats had recorded a 100% growth over two years.
Definition
An ambient medium is a medium that is not primarily intended for communication, but is used for it — or it is a primarily communicative medium used in a non-standard way, where the application of the message bears signs of exceptional and creative execution.
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Analyzed static examples
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Audiovisual examples
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Categorization types
Publication contents

CHAPTERS

Overview of all chapters — from theoretical foundations through design principles to complete categorization and the definition of Ambient Media Design.

1
Chapter 01
THEORETICAL
FOUNDATIONS
History, definitions, qualitative properties 4I, communication effectiveness, functions, relation to OOH, guerrilla and viral marketing, legislation.
Definitions History OOH
2
Chapter 02
IMPORTANCE
OF DESIGN
What is design, its history and structuring. Industrial design, graphic design and their divisions. The role of design in creating ambient media.
Graphic Design Industrial Design
3
Chapter 03
DESIGN AS
DOMINANT ELEMENT
6 key design principles for AM creation: Affordance, Von Restorff effect, Storytelling, Interference, Form following function, Stickiness.
6 Principles Stickiness Storytelling
4
Chapter 04
THEMATIC
ANALYSIS
Comprehensive categorization of ambient media — 8 different classification systems: by medium, location, interaction, dimensions, processing, size, space and message object.
8 Categories Outdoor Indoor
6
Chapter 06 — Summary
RESEARCH RESULTS & AMBIENT MEDIA DESIGN
Unified AM definition, advantages and disadvantages, design-recipient relationship, Ambient Media Design (AMD) definition and optimal 11-step creation process.
AMD Definition 11 Creation Steps Advantages
AMBIENT MEDIA ARE AN EFFECTIVE COMMUNICATION TOOL IN A WORLD SATURATED WITH MESSAGES

At a time when the average person registers 250–3,000 advertising messages per day, ambient media stand out with their uniqueness and ability to overcome the recipient's selective perception.