You cannot measure eyeballs on Ambient campaigns.
Tell me, what is the difference between the eyeballs on a billboard and a pole in the ground pictured below? The second channel just has not been measured yet. With measuring technology (hypertags) coming forward in leaps and bounds I think the measurement of ambient campaigns is just around the corner and more and more advertiser will confidently use ambient.
The second argument I will post next week. If anyone else has any arguments against ambient, let me know because I have now taken on the role of unofficial spokesperson for more Ambient Marketing in Advertising Plans.
This week I compiled a group of Advertisements for Condoms and Viagra a field that is not afraid to use ambient to communicate their message.
P.S I am missing a great one I have seen done by Levitra a Viagra condom, they sponsored all the up buttons in a lift, with text like ‘íf you need a hand getting up try levitra’. If I find it I will post it.
At a railway station men and woman were told by Durex that they had portection at all times againist hitting there woman bums. I like the idea of advertising on the pass through gates because you know you have high traffic and would be easy to count number of eyeballs on ad.
At half time in Brazil they covered the goals with Jontex which shows that Jontex condoms protect you from everything. Again you know how many people are watching. Great idea!