Ambient media - the non-traditional form of outdoor advertising -
has grown by more than 100 per cent in the past two years, according to
new figures from the poster specialist, Concord.
In the first six months of 1997, spending on ambient media is set to
rise to pounds 10.5 million from pounds 7.5 million in 1996 and pounds 5
million in 1995.
The trend for big outdoor events such as concerts has fuelled the use of
ambient media. Last year’s Euro 96 tournament helped boost spend in this
category, with advertisers such as Mars creating innovative ambient
media opportunities for its Snickers brand.
Current examples of the media include a campaign for Baby Bel cheese
which uses the hub caps of buses, and one for Ericsson, featuring
aerials on six-sheets showing a mobile phone. Both campaigns have been
planned and bought by Concord.
Keith Roberts, a board director at Concord, said: ’Ambient media has
really come of age. It’s gone from being considered a fringe medium and
can give certain campaigns a real lift.’
Estimates for the year suggest an increase in outdoor advertising
revenue as a whole, following a record year in 1996. Last year’s revenue
topped pounds 420 million, up 14 per cent year on year.
The growth in mobility has boosted the rise of ambient media. According
to Postar, the outdoor measurement system, traffic has increased by more
than 40 per cent in the last decade.
According to poster industry sources, the figures suggest that the
increased spend on ambient media is not coming from the outdoor
advertising pot, but from below-the-line budgets.