Apart from having a ridiculously pretentious name – which these days sounds about as refreshing as New Labour, or perhaps New Prosthetic – what is it with ambient media?
If used correctly ambient could really challenge traditional forms and create new, dynamic messages. In effect it`s merely the same old advertising in new non-traditional places. At your dentist, on your beermat, bus ticket, plasma screen at airport… The thing is it just cannot deliver on the level of personalisation and control we already expect to encounter and don’t receive in real life or on the interweb. Perhaps it`s too guerilla for some companies, perhaps it’s too hard to track the impact, make it accountable, deliver the figures, too expensive – it takes a leap of faith….and until supratechnologies such as digital paper, digital air even, universal unlimited bandwidth wi-fi and intelligence/choice/personalisation really arrive, and twist our heads into knots, still a fucking clumsy old fashioned pile of ugly screens and boxes plastered around the place; it’s the leprosy of the advertising world.
Most ambient hardware quite rightly collects nothing much more than the attention of vandals; kiosks filled with Coca-Cola and chewing gum, dogged with errors and built like monolithic storm trooper Daleks the screens were so high only giants could read their intended messages. Yeah the ambient medium is different but it`s still essentially someone shouting in your face. In this sense all advertising is subliminal programming and will become ever more nefarious in attempts to command our attention.
The mobile phone will probably represent the next breakthrough in advertising space inheriting the internet`s latest “intelligent strategies”. Mobile companies are probably looking forward to a time when their virtual real estate becomes the most sought after. But again there is still no excuse for poor quality advertising even if it is highly targeted – we are resistant to bland, poorly encoded messages.
If I want to be advertised to I`d like it to be so personalised, so INVISIBLE: I choose it myself and moreover when I want it too. Myspace take note, your advertising is crass, vulgar and irritating, it is still SPAM. Anyway, when it comes to selecting a platform for your art think on this: if you want to hide a tree – hide it in a forest. Advertising ceases to become so irritating the moment it is targeted at exactly the right prospect through the right means. But this vision encapsulates a nightmare of Orwellian implications.
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