FAQ


  1. What is nonstandard advertising?
  2. Ambient - what's that?
  3. How can I benefit from ambient marketing?
  4. Can ambient reach my target audience?
  5. Ambient - it must be expensive!
  6. How long does it take to launch ambient campaign?
  7. Where exactly ambient take place?
  8. How long an ambient lasts?
  9. Ambient - main or supportive action?
  10. How to spread ambient to a wider audience?
  11. Brief - why is it so important?
  1. What is nonstandard advertising? What is nonstandard advertising?

    There are two elements thanks to which an advertisement can be called non-standard. Firstly, there are adverts that formulate non-standard communication channels – the advertising message is placed within a city space, and thanks to its form, content, and contextuality of its location, it becomes a part of the urban landscape. Secondly, there are also adverts that use traditional communication channels (e.g. ATL, BTL, TTL), while it is the creativeness of its content or the form of the advertising message that make them non-standard.

  2. Ambient - what's that? Ambient - what's that?

    Ambient media are alternative advertising carriers, different from the generally known one (i.e. TV, radio, the press, Internet, etc.). All non-standard advertising actions in the traditional media and other communication channels can also be seen as ambient campaigns. The common element of all ambient actions is the fact, that a particular medium does not only carry the message, but it becomes the message itself as well. Ambient is an unconventional approach to advertising, thanks to which advertisement becomes open to recipients. A creative advert rarely has a strong impact, whereas effective adverts are usually not too creative. Ambient combines creativity with efficiency. 

  3. How can I benefit from ambient marketing? How can I benefit from ambient marketing?

    Ambient actions, through their content, form and/or location, are addressed to the consumer’s imagination. Implementation of an ambient action within the city space makes it possible to surprise the recipients by presenting the advertising message in an unexpected place. The recipients often don’t realize that they are objects of an advertising game, and as a result it is more difficult for them to ignore it. Oftentimes, the interactivity of the message involves the recipients’ emotions, and as a consequence strengthens the message in their memory.

  4. Can ambient reach my target audience? Can ambient reach my target audience?

    Ambient actions, in contrast to advertisements that use traditional communication channels, can reach a strictly selected target group. Ambient campaigns don’t use mass-media channels and that is why their scope is limited. Ambient campaigns ought to be designed so that their recipients wanted to share the info about a campaign on social media. That is why during ambient campaigns extensive video and photo coverage is implemented, which is then published on social media and blogs. From there, it's sucked into mainstream media - widening the campaign reach.

  5. Ambient - it must be expensive! Ambient - it must be expensive!

    Each ambient action is different, thus the implementation costs are difficult to estimate. Due to the fact that these are non-standard campaigns, the standardization of the offered products in terms of price is impossible. The cost of an ambient campaign depends mainly on the scope, the time, and scale of a particular task. Such campaigns do not have to be expensive, but in reality, they usually are. The lack of limitations connected with ambient actions makes it possible to modify time and location parameters before as well as during the realization of a given advertising action.

  6. How long does it take to launch ambient campaign? How long does it take to launch ambient campaign?

    When creating a non-standard advertisement, the creative concept is extremely important. The creative process can last 4-5 hours, 4-5 days, or even 4-5 weeks. In total, the time from preparing a creative concept to the implementation of a given action can be estimated at approx. 4-8 weeks (up to even 12 weeks in case of large projects). Of course, there are situations where time is essential, and there are barely a few days for completing the process of creating a concept and realizing the action.

  7. Where exactly ambient take place? Where exactly ambient take place?
    Ambient campaigns can be classified as out-of-home advertisements, i.e. ads that reach their recipients outside their home. Most ambient campaigns are implemented within a city space where there are numerous infrastructure elements that can become the medium for a non-standard advertisement. The power of an ambient advert also lies in its wide spectrum of use in areas designed for leisure, education, travelling, or shopping.
  8. How long an ambient lasts? How long an ambient lasts?

    From a couple of minutes to a couple of weeks, depending on whether it is a one-off performance made by people, or a large-scale installation located within a city space. Some ambient actions, due to their appearance, can become a part of the city landscape permanently. Others may be just brief actions that precede a larger campaign.

  9. Ambient - main or supportive action? Ambient - main or supportive action?

    Ambient actions can successfully be used as main actions of a given advertising campaign. However, they can also be an addition to a larger campaign that uses different, more traditional communication channels.  

  10. How to spread ambient to a wider audience? How to spread ambient to a wider audience?

    The course of ambient actions can be recorded in the form of photographs or short videos. Recording the process of realization of ambient actions makes it possible to publish the results or the action itself. Very often, such actions reach recipients through short videos from the event, which they find on the Internet.

  11. Brief - why is it so important? Brief - why is it so important?

    Without the basic information regarding the advertised product/service, the intended goal of the campaign, the scope, the scale, and the preferred content of the advertising message, it is simply impossible to develop a creative concept that will meet client’s needs. Thus, a properly completed brief is the basis for any the creative work, as it provides answers to the key questions about a given product/service, as well as the entity that delivers it.