Word: ambiente
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...monotonous beats, too gay by half - but look at the context. I mean, the Eagles? At least disco was still moving. Rock had crawled into those dry L.A. riverbeds and died. The gays of New York were leading the way, opening a door that led to raves, techno, jungle, ambient, and a host of other styles that still dominate nightlife and creative recording...
...Ambient's growth has taken off as "advertisers became increasingly aware that their big media budgets were not working," says Jessica Hatfield, The Media Vehicle's ceo. Observes Cabvision's Jon Marquis, who puts interactive TVs in cabs: "Advertisers see ambient as a way to cut through the clutter while doing something creative. It works because people appreciate the novelty factor and ingenuity...
...There is statistical and anecdotal evidence that ambient media do work. Hatfield's research shows that supermarket floor ads can increase a product's in-store sales an average of 15.5%. Van den Bergh Foods reports that gas-pump nozzle ads for its Peperami snack sticks boost in-store sales by 22.5%. "Pump nozzles are a good way of promoting Peperami as an on-the-move snack," says a Van den Bergh spokesman, adding that 80% of its customers are males 34 and younger. Ambient ads often "reach a specific audience when they're most receptive," notes Hayes...
...Netherlands. And Megaposter, the German company that draped the Brandenburg Gate in advertising, recently began operations in seven other countries as part of a pan-European push. Markets are emerging in Eastern Europe as well. Hungarian mobile operator Pannon wrapped its logo around commuter trains and taxis - a classic ambient approach in Western markets but a first in Hungary...
...youthful appeal of off-kilter, ambush ads has spread to blue-chip, adult brands like Mercedes-Benz, British Airways and Nortel Networks. That's because ambient can hit exclusive audiences in places conventional media can't. But ambient practitioners need to be careful not to put the wrong product or service in the wrong place. A booze ad on a gasoline nozzle could send the wrong message, and a supermarket floor is probably not the place to advertise luxury jewelry. The genre's growing popularity also risks subjecting consumers to ad fatigue. Admits Nigel Conway, a director at MediaVest...