THE

     ADVERTISING

NEW MEDIA

· Ambient advertising

takes on the unexpected

In 1996, the British advertising industry devised numerous alternative media to the traditional vehicles of television, newspapers, magazines, radio and posters. Dubbed ‘ambient media’, an umbrella term coined for what is a diverse collection of small media, these ranged from the bottom of golf-holes, to lids on take away meals, urinal walls, bibs on cows, tops of buses, shopping trolleys and holsters on petrol pump handles.

· How to put your

products into orbit

A UK advertising consultancy called the Mighty Big Idea Company created a method of projecting ads onto the Moon in 1997. It involved using a vast, reflective sheet of material that harnessed light from the Sun and bounced it onto the Moon. NASA confirmed that the technology would be extremely expensive but nevertheless feasible, particularly for projecting simple visual images such as the Nike tick or the McDonald’s golden arches logo.

· Jaguar takes its publicity

into the air

The Irish airline Ryanair created a huge mobile advertising medium out of its planes in may 1997 when the car manufacturer Jaguar bought the rights to one of its craft. Although Southwest Airlines in the US had earlier carried a logo for the US cartoon The Simpson’s, this was the first time a European plane had been used for advertising.

NEW

TECHNOLOGIES

· Freshly-scented bus

tickets lure consumers

In 1997, Lever Brothers used the power of smell to promote its UK washing powder brand, Radion, by creating the first scented bus ticket. The soap giant wanted to promote Radon’s new ‘sunfresh’ fragrance, a bus ticket manufacturer; it devised a way of scenting 50 million tickets nationwide with the fragrance.

· Missile technology used for

selective commercials

Four companies in France, Israel and the US have developed the technology to superimpose advertising messages onto TV transmissions of live sporting events. The centre circle or the perimeter hoardings of football matches, for example, can bear images which only TV viewers can see and people attending the match are not aware of. This involves remodifying the TV feed and locked into position permanently. The process evolved from a combination of defiance technology used for guided missiles and computer software used for TV weather reports.

· Interactive posters keep

eyes and ears entertained

Waterloo Station in London, UK, launched a revolutionary interactive poster site in 1997 to publicize Channel 4, the UK’s fourth terrestrial TV station. Measuring 6 m ×3 m , it consisted of four TV screens on the station forecourt. 

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