… motivation

Advertising is annoying!“ – This is only true at a first glance. Today, advertising is increasingly perceived as information. With AdMotional, the Internet user receives advertising, which is adapted to his situation. Such advertisement is much less disturbing for him, rather than ads being delivered without a particular customer targeting.

For the classic print and TV media, great effort is put into the development of campaigns which are supposed to emotionalise the user in an attempt to trigger positive associations. This allows for efficient brand establishment. This is the predominant way of placing so-called “Fast Moving Consumer Goods” (toiletries, detergents, food, etc.) in the consumers’ minds. Each medium has its own form of speech, which is already being used optimally for the established and tested media types.


(c) Robert Blanken / PIXELIO

For Internet-based advertising, such adaptation has only been done rudimentary so far. Often, only motives and key messages of a campaign are customised to the consumption habits of Internet users. Size and format are considered similary important. Currently, typical TV-commercials are simply broken down to Internet format. Due to such scaling of its original format the commercial loses significant amounts of its original information and capacity for emotional content.

As the Internet is being used as a modern communication medium, thus constantly replacing traditional media such as TV and radio, it also becomes an increasingly important advertising platform. But how can Internet advertising be developed further as to not be perceived as “annoying” anymore? Is there a way of creating a win-win situation for both, advertisers and customers? A situation in which potential customers perceive advertising as less disturbing, while at the same time increasing the success of a campaign for the advertiser?