Gegenprogrammierung

Gegenprogrammierung, which translates to "counter-programming" in English, is a strategic approach often employed in marketing and media to counter or neutralize the impact of competing advertisements or media content. The core idea is to deploy one's own advertising or media message at a time or in a place where a competitor is likely to be heavily present or influential. This is done with the intention of either diverting audience attention away from the competitor or directly challenging their message.

This tactic can manifest in several ways. For instance, a company might schedule their television commercials to run immediately before, during, or after a competitor's prominent advertisement during a highly watched event. In the digital realm, gegenprogrammierung might involve placing banner ads on websites that are known to feature advertisements from a rival company, or using search engine marketing to bid on keywords that a competitor is actively targeting. The goal is to disrupt the competitor's intended audience reach and potentially sow seeds of doubt or comparison in the minds of consumers. It's a competitive maneuver aimed at capturing or retaining market share by actively engaging with the competitive landscape.