Analyse und Wirkungsbeurteilung von Ambient Media

In times of saturated markets, consumers are confronted with a multitude of often equivalent products. The increasing competitive pressure makes effective advertising or even gaining attention amidst the general advertising chaos increasingly difficult. Among the wide range of advertising options, a new form of communication seems particularly promising: Ambient Media. This paper aims to provide a comprehensive analysis and assessment of the effectiveness of Ambient Media in the Austrian advertising market. To this end, the three essential pillars of influence—advertisers, media, and recipients—are examined, individual media categories are defined, and particularly the fields of application and possibilities of Ambient Media are presented from the perspective of Return on Communication.