{"id":7723,"date":"2026-06-04T18:49:23","date_gmt":"2026-06-04T10:49:23","guid":{"rendered":"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/"},"modified":"2026-06-04T18:49:23","modified_gmt":"2026-06-04T10:49:23","slug":"research-when-consumers-have-more-control-over-ads-they-respond-better","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/de\/research-when-consumers-have-more-control-over-ads-they-respond-better\/","title":{"rendered":"Wenn Verbraucher mehr Kontrolle \u00fcber Werbung haben, reagieren sie besser"},"content":{"rendered":"<p><\/p>\n<div>\n<p style=\"font-weight:400\" class=\"Paragraph-module-scss-module__UwInRW__text\" data-first-paragraph=\"true\">F\u00fcr den Gro\u00dfteil der Internetgeschichte basierte Online-Werbung auf einem Modell des gefangenen Publikums: Verbraucher sitzen still, w\u00e4hrend Plattformen ihnen Anzeigen aufdr\u00e4ngen. Das Modell war profitabel, wird aber zunehmend kostspielig f\u00fcr beide Seiten: <a href=\"https:\/\/www.martechoutlook.com\/news\/brands-are-wasting-budget-on--annoying--ads-that-do-more-harm-than-good-new-yougov-survey-finds-nid-3152.html\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">70 % der Verbraucher<\/a> finden digitale Anzeigen nervig; die meisten finden <a href=\"https:\/\/yougov.com\/articles\/49469-as-streamers-unroll-ad-supported-tiers-whats-the-max-ad-load-viewers-are-prepared-to-put-up-with\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">mehr als 5 Minuten Werbung<\/a> eine Stunde inakzeptabel; fast <a href=\"https:\/\/yougov.com\/articles\/48347-how-often-do-global-consumers-hit-the-adblocker-button-while-streaming\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">1 von 5 (18%) Verbrauchern<\/a> verwenden immer Werbeblocker f\u00fcr Streaming-Inhalte; und <a href=\"https:\/\/martechseries.com\/sales-marketing\/programmatic-buying\/u-s-consumers-continue-to-shift-to-streaming-media-services-and-are-showing-greater-appetite-for-personalized-ads\/\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">37% der US-Verbraucher haben ein Abonnement speziell wegen Werbung gek\u00fcndigt<\/a>. Allein im ersten Quartal 2025\u00a0<a href=\"https:\/\/www.broadbandtvnews.com\/2025\/08\/20\/us-streaming-platforms-shift-focus-to-retention-as-churn-rates-surge\/\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">stiegen die monatlichen K\u00fcndigungen bei Netflix, Prime Video und Disney+<\/a>.<\/p>\n<\/div>\n<p><script async=\"\" defer=\"\" crossorigin=\"anonymous\" src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#version=v19.2&amp;appId=1761258887507575&amp;xfbml=false&amp;status=true\"><\/script><\/p>\n<p>#Verbraucher #Kontrolle #Werbung #Reagieren<\/p>","protected":false},"excerpt":{"rendered":"<p>F\u00fcr den gr\u00f6\u00dften Teil der Internetgeschichte basierte Online-Werbung auf einem Modell des gefangenen Publikums: Verbraucher sitzen still, w\u00e4hrend Plattformen ihnen Werbung aufdr\u00e4ngen. Das Modell war profitabel, wird aber f\u00fcr beide Seiten zunehmend kostspielig: 70% der Verbraucher empfinden digitale Werbung als nervig; die meisten empfinden mehr als 5 Minuten Werbung pro Stunde als inakzeptabel; fast [&hellip;]<\/p>","protected":false},"author":1,"featured_media":7724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-7723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When Consumers Have More Control Over Ads, They Respond Better - MORE SOURCING LTD<\/title>\n<meta name=\"description\" content=\"Streaming platforms have long relied on a captive-audience advertising model that interrupts viewers and increasingly drives frustration, disengagement, and subscriber churn. While many platforms have responded by letting users choose which ads they see, new research suggests that allowing viewers to choose when they see ads may be just as effective\u2014and in some cases more practical. Across three studies involving more than 1,300 participants, both \u201ccontent choice\u201d and \u201ctiming choice\u201d increased attention to ads while reducing annoyance, leading to stronger recall, better brand impressions, and higher purchase intent. The findings suggest that platforms should treat viewer autonomy as a strategic design tool rather than a concession. Different forms of control work better in different contexts: timing choice is most effective for committed viewers in predictable settings, while content choice may work better for distracted or uncertain viewers. The broader implication is that platforms can improve engagement, retention, and advertising performance simultaneously by giving users smarter forms of agency over the ad experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/de\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Consumers Have More Control Over Ads, They Respond Better\" \/>\n<meta property=\"og:description\" content=\"Streaming platforms have long relied on a captive-audience advertising model that interrupts viewers and increasingly drives frustration, disengagement, and subscriber churn. While many platforms have responded by letting users choose which ads they see, new research suggests that allowing viewers to choose when they see ads may be just as effective\u2014and in some cases more practical. Across three studies involving more than 1,300 participants, both \u201ccontent choice\u201d and \u201ctiming choice\u201d increased attention to ads while reducing annoyance, leading to stronger recall, better brand impressions, and higher purchase intent. The findings suggest that platforms should treat viewer autonomy as a strategic design tool rather than a concession. Different forms of control work better in different contexts: timing choice is most effective for committed viewers in predictable settings, while content choice may work better for distracted or uncertain viewers. The broader implication is that platforms can improve engagement, retention, and advertising performance simultaneously by giving users smarter forms of agency over the ad experience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/moresourcing.com\/de\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\" \/>\n<meta property=\"og:site_name\" content=\"MORE SOURCING LTD\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-04T10:49:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Jun26_01_2187122807_2227026704.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"MS\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"MS\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\"},\"author\":{\"name\":\"MS\",\"@id\":\"https:\/\/moresourcing.com\/#\/schema\/person\/2c9a233f0ad18413717419291cacdf69\"},\"headline\":\"When Consumers Have More Control Over Ads, They Respond Better\",\"datePublished\":\"2026-06-04T10:49:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\"},\"wordCount\":102,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/moresourcing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Jun26_01_2187122807_2227026704.jpg\",\"articleSection\":[\"Management\"],\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\",\"url\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\",\"name\":\"When Consumers Have More Control Over Ads, They Respond Better - MORE SOURCING LTD\",\"isPartOf\":{\"@id\":\"https:\/\/moresourcing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Jun26_01_2187122807_2227026704.jpg\",\"datePublished\":\"2026-06-04T10:49:23+00:00\",\"description\":\"Streaming platforms have long relied on a captive-audience advertising model that interrupts viewers and increasingly drives frustration, disengagement, and subscriber churn. 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W\u00e4hrend viele Plattformen darauf reagiert haben, indem sie den Nutzern die Wahl lie\u00dfen, welche Anzeigen sie sehen, deutet neue Forschung darauf hin, dass es genauso effektiv \u2013 und in manchen F\u00e4llen praktischer \u2013 sein kann, den Zuschauern die Wahl zu lassen, wann sie Anzeigen sehen. In drei Studien mit \u00fcber 1.300 Teilnehmern erh\u00f6hten sowohl \u201eInhaltswahl\u201c als auch \u201eZeitwahl\u201c die Aufmerksamkeit f\u00fcr Anzeigen, w\u00e4hrend sie den \u00c4rger reduzierten, was zu einer st\u00e4rkeren Erinnerung, besseren Markeneindr\u00fccken und einer h\u00f6heren Kaufabsicht f\u00fchrte. Die Ergebnisse legen nahe, dass Plattformen die Autonomie der Zuschauer eher als strategisches Gestaltungswerkzeug denn als Zugest\u00e4ndnis betrachten sollten. 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W\u00e4hrend viele Plattformen darauf reagiert haben, indem sie den Nutzern die Wahl lie\u00dfen, welche Anzeigen sie sehen, deutet neue Forschung darauf hin, dass es genauso effektiv \u2013 und in manchen F\u00e4llen praktischer \u2013 sein kann, den Zuschauern die Wahl zu lassen, wann sie Anzeigen sehen. In drei Studien mit \u00fcber 1.300 Teilnehmern erh\u00f6hten sowohl \u201eInhaltswahl\u201c als auch \u201eZeitwahl\u201c die Aufmerksamkeit f\u00fcr Anzeigen, w\u00e4hrend sie den \u00c4rger reduzierten, was zu einer st\u00e4rkeren Erinnerung, besseren Markeneindr\u00fccken und einer h\u00f6heren Kaufabsicht f\u00fchrte. Die Ergebnisse legen nahe, dass Plattformen die Autonomie der Zuschauer eher als strategisches Gestaltungswerkzeug denn als Zugest\u00e4ndnis betrachten sollten. Verschiedene Formen der Kontrolle funktionieren in unterschiedlichen Kontexten besser: Zeitwahl ist am effektivsten f\u00fcr engagierte Zuschauer in vorhersehbaren Umgebungen, w\u00e4hrend Inhaltswahl m\u00f6glicherweise besser f\u00fcr abgelenkte oder unsichere Zuschauer geeignet ist. Die breitere Implikation ist, dass Plattformen Engagement, Bindung und Werbeleistung gleichzeitig verbessern k\u00f6nnen, indem sie den Nutzern intelligentere Formen der Kontrolle \u00fcber das Werbeerlebnis geben.","breadcrumb":{"@id":"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#breadcrumb"},"inLanguage":"de","potentialAction":[{"@type":"ReadAction","target":["https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/"]}]},{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#primaryimage","url":"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Jun26_01_2187122807_2227026704.jpg","contentUrl":"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Jun26_01_2187122807_2227026704.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/moresourcing.com\/"},{"@type":"ListItem","position":2,"name":"When Consumers Have More Control Over Ads, They Respond Better"}]},{"@type":"WebSite","@id":"https:\/\/moresourcing.com\/#website","url":"https:\/\/moresourcing.com\/","name":"MORE SOURCING LTD","description":"Ihre Experten f\u00fcr globalen Handel","publisher":{"@id":"https:\/\/moresourcing.com\/#organization"},"alternateName":"MORE SOURCING LTD","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/moresourcing.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"de"},{"@type":"Organization","@id":"https:\/\/moresourcing.com\/#organization","name":"MORE SOURCING LTD","url":"https:\/\/moresourcing.com\/","logo":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/moresourcing.com\/#\/schema\/logo\/image\/","url":"https:\/\/moresourcing.com\/wp-content\/uploads\/2025\/07\/cropped-cropped-MS-logo-02-scaled-2.png","contentUrl":"https:\/\/moresourcing.com\/wp-content\/uploads\/2025\/07\/cropped-cropped-MS-logo-02-scaled-2.png","width":2558,"height":1273,"caption":"MORE SOURCING LTD"},"image":{"@id":"https:\/\/moresourcing.com\/#\/schema\/logo\/image\/"},"ownershipFundingInfo":"https:\/\/moresourcing.com\/about-us\/","ethicsPolicy":"https:\/\/moresourcing.com\/service\/"},{"@type":"Person","@id":"https:\/\/moresourcing.com\/#\/schema\/person\/2c9a233f0ad18413717419291cacdf69","name":"MS","image":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/moresourcing.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/fcff4c53e422761d0d6db624cdaf171933d38385c2c22c13ce39ea3918a9cd66?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/fcff4c53e422761d0d6db624cdaf171933d38385c2c22c13ce39ea3918a9cd66?s=96&d=mm&r=g","caption":"MS"},"sameAs":["https:\/\/moresourcing.com"],"url":"https:\/\/moresourcing.com\/de\/author\/moresourcing\/"}]}},"_links":{"self":[{"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/posts\/7723","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/comments?post=7723"}],"version-history":[{"count":0,"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/posts\/7723\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/media\/7724"}],"wp:attachment":[{"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/media?parent=7723"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/categories?post=7723"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/moresourcing.com\/de\/wp-json\/wp\/v2\/tags?post=7723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}