Technical jargon: What does invasive mean?

If advertising is invasive, then it is either well-timed or poorly managed.Similar to the plant world or medicine, where the adjective has long been established for something that penetrates an area or tissue with full force, in the communications industry it rather newly stands for an intrusion into channels or a medium in order to "occupy" it. Especially in the digital field, it is now possible to book so-called branding days, where on a given day the same message is hammered into the chosen target group on all channels in the hope that they will finally understand what is being touted there by the client. This is well-timed, if occasionally annoying, invasive advertising. But when layers of strange advertising content suddenly appear on channels like social media, game apps, music streaming channels, shopping and exchange platforms, and news portals, and the little x can't be clicked right away, it's annoying. Especially when the banner ads suggest and advertise products that you have just bought or booked online. This advertising is then not only annoying, but primarily poorly managed. It is therefore understandable that more and more people are downloading ad blockers. But when advertisers do that, it's just as stupid as the "no advertising" sticker on the mailbox of advertising agencies. It would be better to have smarter campaign management industry-wide.*Benno Maggi is co-founder and CEO of Partner & Partner. He created the column "Vom Fach" in the NZZ FOLIO and was in charge of it for years. He presents and decodes words and terms from the marketing field.