acts Commercial Network

Internet advertising works - and this in the long term especially. This showed Matthias Rothensee, advertising effectiveness research by Berlin market research company eye square on the Medientreffpunkt central Germany. In his presentation at a well-attended panel of industry meetings in Leipzig Rothensee spoke mainly about the need identified in his studies implied depth effect of online advertising. Accordingly, users accept them as such not true often and they can not remember specifically. Nevertheless, positive attitude changes to products are measurable. Therein lies the implicit effect of the psychologists. Brand images can thus online forms well. Even if the explicit effect be declining rapidly, the implicit keep longer. So Banner also act without clicking, says the researcher, especially for the brand image have so what am made online, important effects.

For Klaus Nadler, who works at IP Deutschland, among other things, with TV and online advertising for the RTL broadcasting group, such answers are important for the industry. "We are panting after consumer habits, but we also have to offer our customers security that and how advertising works." Daniel Haberfeld, from SevenOne Media, marketer for ProSieben and Sat1, made a similar statement. He wants to know how TV and online activities should be with a view to mixed use, how TV programs and websites should be used together and what integrated advertising should look like. For him, the implicit methods complement the explicit research to create an overall picture.

For Regula Bathelt, from the SMACK Communications agency, such results come as no surprise. "This is how communication works," she says, but points out that there must be clear lines and credibility. She turned against online actionism, as the main question was: "How do I reach the buyer?" After all, companies are primarily concerned with selling.

Bathelt also urged caution. On a house building portal, banners for solar systems may not be perceived as annoying advertising, so you have to go where the target group is. Rothensee also believes that deeper advertising is created precisely by restraint. For Haberfeldt, this is primarily a question of creativity, and according to Nadler, new forms of advertising are always being tried out. It is definitely being tested whether disruptive pop-ups lead to less page usage:

"Ideally, users play with advertising". But it is also important to establish existing brands from other media on the Internet, even if this requires a slightly different orientation.

Source: Leibzig [ots]