{"id":19849,"date":"2020-01-28T14:20:11","date_gmt":"2020-01-28T14:20:11","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/ambient-marketing"},"modified":"2026-09-14T21:03:31","modified_gmt":"2026-09-14T21:03:31","slug":"ambient-marketing","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/ambient-marketing","title":{"rendered":"Ambient Marketing"},"content":{"rendered":"

\"AmbientDefinition:<\/strong><\/p>\n

Ambient marketing<\/strong> is a form of advertising communication that integrates a message into a space, object, or situation in the surrounding environment. It uses the physical features and context of the location to give the intervention meaning and attract the attention of people who encounter it.<\/p>\n

It does not have to be unobtrusive, inexpensive, or viral. Its defining feature is the relationship between the idea and the environment<\/strong>, not the budget or its subsequent circulation through media and social networks.<\/p>\n

The concept relates to street marketing<\/a> and guerrilla marketing<\/a>, but they are not equivalent. Street marketing covers actions carried out in public spaces and may include direct interaction; guerrilla marketing emphasizes unconventional resources; ambient marketing focuses on transforming or reinterpreting elements of a location.<\/p>\n\n

Ambient marketing examples<\/h2>\n

The following cases show how an intervention can use furniture, signs, or architecture to complete a message. They are creative examples, not evidence of guaranteed sales or effectiveness.<\/strong><\/p>\n

KitKat benches<\/h3>\n

KitKat has adapted urban benches so that their slats resemble the pieces of a chocolate bar. The medium becomes part of the product representation<\/strong> and makes the idea recognizable without adding a separate large installation.<\/p>\n

\"KitKat<\/p>\n

McDonald’s pedestrian crossing<\/h3>\n

A McDonald’s intervention turned the stripes of a pedestrian crossing into French fries that appeared to emerge from a packet. The existing markings complete the shape of the product<\/strong>, although the action’s visibility alone cannot demonstrate an increase in sales.<\/p>\n

\"McDonald's<\/p>\n

Nationwide billboard<\/h3>\n

A Nationwide campaign visually extended a billboard into the surrounding space by showing paint spilling onto objects below it. The scene continued the insurer’s message<\/strong> and used the physical context to represent an unexpected incident.<\/p>\n

\"Nationwide<\/p>\n

These examples use elements that already belong to the environment, but a current campaign needs to check permits, safety, accessibility, and maintenance. Creativity does not justify obstructing movement, confusing signs, or damaging a location.<\/strong><\/p>\n

How an ambient marketing action is designed<\/h2>\n

Execution begins by observing the location and determining the relationship between the environment, the message, and the audience. The main considerations are:<\/p>\n