{"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\/fr\/research-when-consumers-have-more-control-over-ads-they-respond-better\/","title":{"rendered":"Lorsque les consommateurs ont plus de contr\u00f4le sur les publicit\u00e9s, ils r\u00e9agissent mieux"},"content":{"rendered":"<p><\/p>\n<div>\n<p style=\"font-weight:400\" class=\"Paragraph-module-scss-module__UwInRW__text\" data-first-paragraph=\"true\">Pour la majeure partie de l'histoire d'Internet, la publicit\u00e9 en ligne a fonctionn\u00e9 sur un mod\u00e8le de captive audience : les consommateurs restent immobiles pendant que les plateformes leur imposent des publicit\u00e9s. Le mod\u00e8le a \u00e9t\u00e9 rentable, mais il devient de plus en plus co\u00fbteux pour les deux parties : <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 % des consommateurs<\/a> trouvent les publicit\u00e9s num\u00e9riques aga\u00e7antes ; la plupart trouvent <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\">plus de 5 minutes de publicit\u00e9s<\/a> par heure inacceptables ; pr\u00e8s de <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 consommateur sur 5 (18 %)<\/a> utilise toujours des bloqueurs de publicit\u00e9s pour le contenu en streaming ; et <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 % des consommateurs am\u00e9ricains ont annul\u00e9 un abonnement sp\u00e9cifiquement \u00e0 cause des publicit\u00e9s<\/a>. Rien qu'au premier trimestre 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\">les annulations mensuelles ont augment\u00e9 chez Netflix, Prime Video et 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>#Consommateurs #Contr\u00f4le #Publicit\u00e9s #R\u00e9agissent<\/p>","protected":false},"excerpt":{"rendered":"<p>Pour la majeure partie de l'histoire d'Internet, la publicit\u00e9 en ligne a fonctionn\u00e9 sur un mod\u00e8le de captive audience : les consommateurs restent immobiles pendant que les plateformes leur imposent des publicit\u00e9s. Le mod\u00e8le a \u00e9t\u00e9 rentable, mais il devient de plus en plus co\u00fbteux pour les deux parties : 70 % des consommateurs trouvent les publicit\u00e9s num\u00e9riques aga\u00e7antes ; la plupart trouvent plus de 5 minutes de publicit\u00e9s par heure inacceptables ; pr\u00e8s de [&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\/fr\/research-when-consumers-have-more-control-over-ads-they-respond-better\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\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\/fr\/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=\"\u00c9crit par\" \/>\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\":\"fr-FR\",\"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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Diff\u00e9rentes formes de contr\u00f4le fonctionnent mieux dans diff\u00e9rents contextes : le choix du moment est le plus efficace pour les t\u00e9l\u00e9spectateurs engag\u00e9s dans des environnements pr\u00e9visibles, tandis que le choix du contenu peut mieux fonctionner pour les t\u00e9l\u00e9spectateurs distraits ou ind\u00e9cis. 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Alors que de nombreuses plateformes ont r\u00e9pondu en laissant les utilisateurs choisir les publicit\u00e9s qu'ils voient, de nouvelles recherches sugg\u00e8rent que permettre aux t\u00e9l\u00e9spectateurs de choisir quand ils voient les publicit\u00e9s pourrait \u00eatre tout aussi efficace, et dans certains cas plus pratique. \u00c0 travers trois \u00e9tudes impliquant plus de 1 300 participants, le \u00ab choix du contenu \u00bb et le \u00ab choix du moment \u00bb ont tous deux augment\u00e9 l'attention port\u00e9e aux publicit\u00e9s tout en r\u00e9duisant l'agacement, entra\u00eenant une meilleure m\u00e9morisation, de meilleures impressions de marque et une intention d'achat plus \u00e9lev\u00e9e. Les r\u00e9sultats sugg\u00e8rent que les plateformes devraient traiter l'autonomie des t\u00e9l\u00e9spectateurs comme un outil de conception strat\u00e9gique plut\u00f4t qu'une concession. Diff\u00e9rentes formes de contr\u00f4le fonctionnent mieux dans diff\u00e9rents contextes : le choix du moment est le plus efficace pour les t\u00e9l\u00e9spectateurs engag\u00e9s dans des environnements pr\u00e9visibles, tandis que le choix du contenu peut mieux fonctionner pour les t\u00e9l\u00e9spectateurs distraits ou ind\u00e9cis. L'implication plus large est que les plateformes peuvent am\u00e9liorer simultan\u00e9ment l'engagement, la r\u00e9tention et la performance publicitaire en offrant aux utilisateurs des formes plus intelligentes de contr\u00f4le sur l'exp\u00e9rience publicitaire.","breadcrumb":{"@id":"https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/moresourcing.com\/research-when-consumers-have-more-control-over-ads-they-respond-better\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@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":"Vos experts en commerce mondial","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":"fr-FR"},{"@type":"Organization","@id":"https:\/\/moresourcing.com\/#organization","name":"MORE SOURCING LTD","url":"https:\/\/moresourcing.com\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@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":"fr-FR","@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\/fr\/author\/moresourcing\/"}]}},"_links":{"self":[{"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/posts\/7723","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/comments?post=7723"}],"version-history":[{"count":0,"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/posts\/7723\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/media\/7724"}],"wp:attachment":[{"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/media?parent=7723"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/categories?post=7723"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/moresourcing.com\/fr\/wp-json\/wp\/v2\/tags?post=7723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}