Ambient Advertising: What Creative Agencies Do
Ambient Advertising can be applied to avoid advertising fraud.
Ambient Advertising: avoiding ads fraud
Ads fraud estimated to cost $16.4 billion. As the role of digital advertising has grown, so has the amount of advertising fraud. An ad fraud will cost $16.4 billion globally this year and that nearly 20 percent of total digital ad spend was wasted in the year 2016 (Lucy Handley, CNBC.com). Additionally, the $16.4 billion is more than double the $7.2 billion in ad fraud during the previous year according to the Association of National Advertisers. If this problem is not addressed, the amount of ad fraud will only continue to rise and could potentially top $50 billion according to the World Federation of Advertisers.
The Association of National Advertisers reports that only a quarter of all digital ad spend reaches real people. Recently, the chief brand officer of Procter & Gamble, Pritchard issued an ominous warning: P&G would no longer waste money on digital media channels that can’t prove that customers are seeing its ads. Similar approach other companies as JPMorgan Chase, another angry advertiser, decided to cut off 395,000 other Ad display sites.
Ambient Advertising applies the principle of the the placement of advertising in unusual and unexpected places often with unconventional execution and being first or only ad execution to do so. As the element of surprise is a smart way to regain consumers attention. Ambient advertising relies on on creating a connection with the recipient by triggering surprise by placing ads in unusual locations and with unconventional methods that had never used before. Imagine grabbing a coffee from your favorite cafe venue where on the coffee sleeves there is a message of a dental service company remembering you to have a look at their teeth whitening discounts. Or you get a pizza delivered at your home with a message of a gym provider inviting you to spend the pizza calories in their fitness center.
Creative Agencies: What they Are Doing?
Ambient advertising put a greater emphasis on tactics such as surprise, humor, creativity and consequently audience involvement. The ‘unusualty’ raises level of curiosity in consumer and their willingness to put efforts to process message. It is well known in the industry, that creativity of an advertisement is one of the most important factors which help to attract attention of a recipient. Ambient advertising addresses creativity, novelty and surprise. Due to the real and tangible nature of ambient advertising, the reached recipient can not be fraudulent. The executions can be inspected temporary and the audience is experiencing it live. In-the-Hand Advertising is the type of promotion that uses consumables (such as pizza boxes, coffee cups, dry cleaner hangers etc) as advertising space. The ad of your client is printed on the consumables and distributed to our network of stores/ad locations. Think of these as small moving billboards that your target audience will touch on a daily basis. The unconventional and unexpected nature of this type of ambient advertising enables better perception and assimilation of the message. See more details here: In-the-Hand Marketing: the Emerging Media Trend. This concept relies on placing ads on consumables that the target audience can’t ignore as they have to take them in their hands. Such consumables can be: door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards.
Examples of Viral Marketing:
Door Hanger Advertising
Door Hanger Advertising is straightforward. All you need are as many custom printed door hangers as possible for distribution to the target locations. Once they are ready, you fix the hangers on the doors of the target audience. The advertiser has to ensure the right delivery of door hangers to the targeted addresses. This medium is effective because of the element of surprise. Usually, you will notice any foreign object on your doorknob every time you come home. If you do, you will most likely have up to five minutes looking at it, trying to find out what message it is carrying.
Coffee Sleeves Ads
Each venue distributes approx. 2,500 coffee cups/month, generating an estimated total of 1.7M impressions. Think this as small moving billboard that the audience will grab and carry it forward. This tactics places the brand in the hand of consumers. The coffee venues deliver in the hand of the consumer generating an impact up to 70% brand lift. The advertisement cannot be ignored as the consumer will grab it in their hands. On average, each coffee cup will provide 35 min of exposure since the coffee cup ads provide an additional exposure to other viewers who are in the surrounding. Coffee sleeves can be creative tactics for small business and deliver better results than traditional billboards with high recall rates
Pharmacy Bags Advertising
Each unique bag provides on average 15 min of exposure and extended views when the patient takes the bag home. Each pharmacy distributes on average 5,000 prescriptions bags/month, this generates an estimated 1.5M of impressions. The audience is typically in a relaxing environment inside the pharmacy store changing for positive their perception of the message. In addition, the prescription bags are handled by respected healthcare professionals providing an exceptional exposure and positive impact on the Brand. The concept of leveraging prescription bags or pharmacy bags is an effective tool to target healthcare providers since it delivers the message in the hand of consumers
Bar Coaster Ads
Bar coaster advertising is a creative option to spread your message in a relaxing environment. The venue places the coasters on the dining or bar tables generating a direct impact on consumer who receives the message in their hands. This is guaranteed impressions, as they have to take the coaster in their hands. Approximately 1,500 coasters/month can be distributed by each venue generating estimated 0.7M of impressions/month. The ‘unusualty’ raises level of interest in consumer and hence their willingness to expend cognitive effort to process message. The concept of using coasters is a unconventional tactics that surprises the audience in a relaxing environment delivering a high brand recall
Hotel Key Cards Marketing
Hotel venues can be targeted. The advertisement cannot be ignored, hotel guests must take the keys (and the Ad) in their hands. Each hotel guests views the ad 6-8 times per day. The average hotel will have 115 rooms and 65% average occupancy rate and 3 nights stay (1). This deliver a total reach of 970 guests per hotel and 0.1M impressions per month. This tactics is an effective tool to reach an affluent audience since it places the ad in the hand of consumers and delivers a high brand recall. For the cost of 30 seconds TV ad (average cost) you can advertise on key cards in 100 different hotels for 1 month delivering you message in the hands of 97,000 consumers.
Contact us to learn more about our In-the-Hand Advertising Options.
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