Perception of Ambient Media in youth environment

The article explores the features of Ambient Media as a tool for social advertising. High competition predetermines the struggle to attract the attention of potential consumers. The interest in Ambient Media in the field of advertising is associated, first of all, with a non-standard advertising solution, not only in the placement of the product, but also in its visual or verbal component. The article explores Ambient Media as one of the methods of guerrilla marketing, identifies its capabilities, systematizes venues with non-traditional media. The subject of study in the work was the possibility of using Ambient Media, taking into account the perception of creative materials in the youth environment. During the interviews, it was possible to identify attitudes towards Ambient Media among students, to determine the reasons for the weak impact on consumers. By systematizing the domestic and foreign experience of creating original advertising, evaluating the psychological and communicative characteristics of Ambient Media, a conclusion is drawn about the development trends of the social advertising market. Understanding the main principle of non-standard advertising media - novelty, leads to the realization of the importance of implementing Ambient Media in social advertising campaigns, which contributes to increasing interest in the advertising object of the target audience, thereby increasing its effectiveness.