Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in the marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising. This paper uses a mixed-method approach to (1) identify the locational and executional elements used in ambient advertising practice and to (2) analyze the effectiveness of ambient advertising. Study 1 (n = 340) applying a content analysis reveals that ambient advertising mainly uses unconventional 2D elements often combined with unexpected visual elements such as optical illusion. Study 2 (n = 234) using ANOVAs examines that unconventional advertisements have a stronger impact on consumer perception (e.g., attention, attitude toward the ad) than on conventional outdoor advertising. The paper provides contributions for marketing managers and further research.