Brand awareness is critical for businesses that want to reach deeper into their respective markets. According to Baer, a performance marketing company, brand awareness drives repeat purchases, and it expands the market share of the business. As such, businesses need creative marketing tactics like door hanger advertisement to spread its brand wider.

An emerging unconventional advertising tactics is Ambient Media. This concept is usually applied by niche advertising agencies that aim to overcome traditional methods of advertising to get the attention of consumers. Traditional advertising has been witnessing a decline in the effectiveness so there is a a greater demand for point-of-sale communications and its ability to offer precise audience targeting. Another factor that contribute to the success of agencies using ambient media is the smart way to regain consumers attention as marketers target on creating an incongruent stimuli that evokes surprise by placing ads in unusual locations and with unconventional methods that had never used before.

As example of ambient media that agencies have been using as innovative method is daily consumables. Brands seek to attain audience’s attention by placing ads on consumables that the target audience must touch creating a surprising effect. Such consumables can be: door hangers, pizza box toppers, prescription bags, drink coasters, Custom Coffee Sleeves, hotel key cards, valet tickets, restaurant placemats and dry cleaner hangers.