Sayoh, M. (2025). Modern technologies and its role in promoting ambient advertising. test, 15(3), 501-509. doi: 10.21608/idj.2025.419581
Mai Mahmoud Radwan Sayoh. "Modern technologies and its role in promoting ambient advertising". test, 15, 3, 2025, 501-509. doi: 10.21608/idj.2025.419581
Sayoh, M. (2025). 'Modern technologies and its role in promoting ambient advertising', test, 15(3), pp. 501-509. doi: 10.21608/idj.2025.419581
Sayoh, M. Modern technologies and its role in promoting ambient advertising. test, 2025; 15(3): 501-509. doi: 10.21608/idj.2025.419581
Modern technologies and its role in promoting ambient advertising
Associate professor, Department of Advertising, Faculty of Applied Arts, Damietta University, Egypt
Abstract
Ambient advertising is a creative and innovative form of out-of-home advertising that aims to clearly surprise consumers by placing unexpected ads in unusual locations and using unexpected means. ambient advertising is used to attract the recipient's attention in unconventional ways, to stand out from the clutter of traditional advertising, and to create memorable experiences and engage audiences in unexpected environments, ultimately leading to increased brand awareness. The world has recently witnessed technological developments in the field of advertising, where technology has provided new and complex techniques. Technological techniques, with the help of modern devices and computer technologies, have helped overcome advertising clutter and place it outside traditional media, so that the advertisement presents a kind of product benefit in a clear way. When done well, advertisements are visually and intellectually creative. Despite being seen by a relatively small audience compared to other advertisements, they are still attractive to the target audience. The research problem lies in how to utilize modern technologies in designing an innovative ambient advertisement that is integrated with the surrounding environment. Ambient advertising also aims to identify the modern technologies used in ambient advertising and to move away from familiar advertisements for the recipient, making them stick in the recipient's mind, which helps in delivering the message to a large number of recipients.
Ayse Nesrin Akoren( 2015 )Interaction of Outdoor Advertising Improved by Innovative Methods with Digital Art -Social and Behavioral Sciences 195 p803.
Hutter, K. & Hoffmann, S. (2014). Surprise, surprise: Ambient media as promotion tool for retailers. Journal of Retailing, 90(1), p.93-110.
Megan Robyn Lee Yuen(2017) ,Ambient advertising: An examination of ad features influencing consumer engagement by Thesis Submitted to the University of Warwick for the degree of Doctor of Philosophy Warwick Business School March, p18.
Lukasz P. Wojciechowski, Katarína Fichnova( 2022) New technologies and ambient marketing communication-Annales Universitatis Paedagogicae Cracoviensis- Studia de Cultura 14(2) .
Nahal Al-Hamidi(2022) Projection technology and its role in enriching digital design presentations in light of Saudi folk decorations - Journal of Fine Arts and Art Education - Volume Six - Issue Two - July AD 123p
Nikola Vangelov( 2023)."Ambient Advertising in Metaverse Smart Cities," Smart Cities and Regional Development (SCRD) Journal, Smart-EDU Hub, vol. 7(1), pages 43-55, March.https://ideas.repec.org/a/pop/journl/v7y2023i1p43-55.html
Paisarn Arunchoknumlap(2023) THE IMPACT OF AUGMENTED REALITY (AR) ADVERTISING ON CONSUMER BEHAVIOR: A COMPARATIVE STUDY OF TRADITIONAL AND IMMERSIVE MARKETING APPROACHES JOURNAL OF MANAGEMENT SCIENCE SAKON NAKHON RAJABHAT UNIVERSITY e- Volume 3 No. p93.
Puspasari, C. (2012) Diffusion Innovation in Movies Development: Computer Generated Imagery, International Journal on Social Science Economics & Art, 2(4)p28.
Sahar Moustafa El- Labban, Maysoon Mohamed Qutp, Samar Hany Abu Donia(2024) , The Effectiveness of Augmented Reality Technology in the Airport Advertising Journal of design sciences and applied arts Volume 5 ,Issue 1 ,January 2024 p28 .
Shaimaa Abdel-Ati(2021) Employing CGI Technology in Advertising Design and Its Role in Achieving Competitive Advantage for Institutions An Analytical Study - Middle East Public Relations Research Journal - Published Research - Volume Nine - Issue Thirty-Two - April .
Sula, Tomas. (2018). Ambient media in advertising : importance of design in ambient media creation. December 2018p20.
