Non-traditional advertising is a form of advertising that is atypical. Non traditional advertising can encompass alternative media and outdoor media. Guerilla marketing efforts such as street teams are a form of non-traditional advertising. It is a way of getting the viewer’s attention without them expecting it. This kind of advertising uses a surprise effect to tantalize the viewer when they are in a situation where they would not typically find media. More traditional companies find it difficult to embrace non-traditional advertising, but are slowly becoming more aware and open-minded that it is a way of reaching consumers with a greater impact.