Online-Werbung ist unbeliebt bei den Verbrauchern

Viele finden sie lästig, insbesondere dann, wenn man das Gefühl hat, von der Online-Werbung verfolgt zu werden. Eine aktuelle Studie von Adobe zur Online-Werbung zeigt aber auch auf, dass es Formen von Online-Werbung gibt, die bei den Verbrauchern besser ankommt.

Online-Werbung ist unbeliebt bei den Verbrauchern
Online-Werbung ist unbeliebt bei den Verbrauchern

Daß Online-Werbung bei den Verbrauchern sehr unbeliebt ist, zeigt eine aktuelle Untersuchung von Adobe zur Online-Werbung klar auf. Klassische Werbung in Printmedien oder im Fernsehen ist auch nicht immer beliebt, aber hier ist eine deutlich größere Akzeptanz bei den Verbrauchern zu spüren. Während Werbung in traditionellen Medien eher als „wichtig“ angesehen wird, ist das passende Adjektiv bei Online-Werbung eher „lästig“. Das könnte auch daran liegen, dass viele Online-Werbeformen als aufdringlich und nervig empfunden werden. Viele Verbraucher fühlen sich auch von der Online-Werbung verfolgt. Ein flüchtiges Interesse an einem bestimmten Urlaubsort kann dazu führen, dass man monatelang immer wieder ein entsprechendes Urlaubsangebot bekommt, selbst dann, wenn längst die Urlaubszeit vorbei ist.

An diesem Beispiel ist leicht nachvollziehbar, dass sich viele deutsche Verbraucher Sorgen um ihre persönlichen Daten machen. Denn eine geschickt konzipierte Online-Werbung tut so, als ob sie den Nutzer vor seinem Bildschirm persönlich in den Fokus genommen hätte. Die persönliche Ansprache, ein zentrales Element jeder Online-Werbung, bewegt sich damit auf einem schmalen Pfad der Akzeptanz. Verbraucher schätzen es sehr, wenn persönlich relevante Werbung dezent als Beiwerk auftaucht; das ist beispielsweise bei Suchmaschinen-Werbung nachvollziehbar, die passend zur Suchanfrage am rechten Seitenrand der Suchmaschinen-Ergebnisseite auftaucht. Ist hingegen die Online-Werbung so aufdringlich, dass sie mit Pop-Ups die gewünschte Information überblendet und den Eindruck vermittelt, dass die Werbung den Kommunikationsvorgang überlagert, dann überlegen sich viele Verbraucher Abwehrmechanismen. Hier setzten dann Browser-Plugins ein, die inzwischen sehr wirkungsvoll Online-Werbung abschalten können.

Bildnachweis: © Jürgen Fälchle –

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