The article presents a comparative analysis of the perception of ambient media in the social-cultural space of Yekaterinburg (Russia) and Newcastle (United Kingdom), based on the constructive scenario for overcoming the alienation of urban space and adapting to dynamic changes. The authors suggest a definition of ambient media, which includes the following elements: a special form of non-standard advertising communications; precise contextual correspondence of the advertising message to the environment; inclusion in the environment (a new form of the social-cultural space organization); modeling of urban space by filling it with new meanings. The study combined quantitative (online survey of Yekaterinburg residents) and qualitative (focus groups with “active” Yekaterinburg residents, interviews with a professional group - representatives of the advertising market - interviews with Newcastle residents) approaches. The assessment of ambient media by professional and non-professional groups of city residents showed the relevance and viability of this form of advertising together with its communicative, social-cultural and psychological advantages. For Newcastle residents, the most important are functional and communicative aspects of ambient media and the advertiser’s concern for the consumer, while for Yekaterinburg residents - the aesthetic factor (changing the city appearance, integration of interesting advertising into city architecture). The study reveals a projective model of the social-cultural space image of Yekaterinburg, created with the help of ambient media: creativity, novelty, concern for city residents, attractiveness for tourists, pride of local residents for their city. The authors admit that the perception of ambient media may be different in small and medium-sized cities, so they note the need to continue research and expand its subject field.