Ambient Effective If Used Well, Says Research
A high proportion of advertising executives think ambient advertising can deliver targeted advertising, according to research to be published by Outdoor Connection next week. However, there are fears that poor planning or overkill could endanger the growing sector.
Outdoor Connection’s research into ambient advertising comes as plans are underway to create a trade body for out-of-home and ambient media operators, separate from the existing Outdoor Advertisers Association (see Out-Of-Home And Ambient To Form Trade Body). The research, conducted among 50 top UK advertising executives, found that 92% believed that ambient can deliver targeted advertising campaigns, but highlighted the need for campaigns to be well planned and relevant, for more research and for care to be taken to avoid overkill.
David Payne, joint managing director of Outdoor Connection said that the survey shows that the ambient sector’s strengths “are firmly recognised by the media community.” However, he added: “The tag of media pollution does loom over ambient and its one that needs attention. It would be eradicated overnight if all planners treated ambient with the same respect as other media. Better marketing and research, and sensible development from the sell side should prevent any flash point.”
While many of the comments from the advertising executives involved in the survey were positive about ambient’s ability to target, there were comments which indicated the need for care to be taken: “Torn, damaged, innappropriate or overly-intrusive advertising gives the industry a bad name.” said Pip Hainsworth, group planning director at CDP Media.
Paul Van Barthold, managing director of BLM, was harsher in his criticism: “From a consumer’s perspective, ambient media is not so much ill-targeted as unwanted. There are many good ‘permission-based’ media that the consumer accepts but ambient media is not, by definition ‘permission based’. Consequently, I believe its effectiveness is highly questionable.”
Paul Grubb, company partner at DFGW, feels that ambient is currently targeted at other advertisers. “I’ll take it seriously, and my clients will take it seriously, when its concieved with the serious aim of making a difference to a client business on a significant scale.” he said
These latter comments, while negative, may add strength to the argument of those behind the formation of a separate trade association, which would, among other things, encourage the development of accountability and improved trading practices for the sector.
Outdoor Connection: 020 7307 9700 www.outdoorconnection.co.uk
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