Welect publishes results of its 6th advertising impact study: Self-selected ads increase trust and purchase intent
Düsseldorf, October 11, 2024 – Welect, the leading AdTech provider for Choice-Driven Advertising (CDA), presents the results of its sixth annual advertising impact study. The study examines the effect of user-determined versus non-choice-based ad exposure and shows that Choice-Driven Advertising has a consistently positive impact on all key KPIs for advertisers.
Positive response to self-selected advertising
The study confirms that 72 percent of Open Web users and 69 percent of AdBlock users rate the Welect format as good to very good. In addition, 44 percent of respondents consider Choice-Driven Advertising to be significantly or somewhat more trustworthy than conventional formats. Particularly noteworthy: many users indicated that they would like to have the option to choose their ad more often.
Increased advertising effectiveness through self-determined selection
The results clearly highlight the benefits of giving users a choice. The share of users showing strong product interest was significantly higher in the group exposed to user-selected ads. General purchase interest and brand image were also rated more positively. Especially in terms of value for money, brand trust, and product fit with personal needs, user-selected advertising performed better than traditional formats.
KPI uplift across all areas
All key performance indicators showed a noticeable uplift among users exposed to self-selected advertising. For example, purchase intent increased by 27 percent, consideration rose by 24 percent, and message understanding improved by 19 percent. In addition, 85 percent of users stated that they watched the ad attentively or very attentively – a 17 percent uplift compared to the traditional control group.
“Our annual advertising impact study once again proves that advertising based on personal preferences not only strengthens brand engagement, but also leads to significant KPI improvements across the board,”
says Matthias Münsterteicher, Senior Sales Consultant and Head of Research at Welect.
You can access the full study results here.
About the study
The qualitative online study was conducted with five structurally identical groups:
One test group with 1,000 participants and four control groups with 300 participants each, representing adults aged 18–69 years. The sample reflects the general population in terms of age, gender, region, and household income.
The study measured advertising effectiveness across several industries, including automotive, insurance, coffee-based beverages, and drugstore products, evaluating both general attitudes toward Choice-Driven Advertising and its concrete effects on brand image and buying behavior.
About Welect
Choice is the new targeting: Valuing Every Moment of Attention
Welect is an AdTech company based in Düsseldorf, Germany, that brings user choice into digital advertising through its Choice-Driven Advertising (CDA) model. Instead of being forced to watch a single ad, users can choose from a selection of online video ads from different brands – giving them control over their ad experience.
Advertisers benefit from this self-determined engagement through stronger ad effectiveness and cookieless targeting. CDA allows them to reach users without consent, without IDFA opt-in, or even those using active ad blockers – all while reducing the CO₂ footprint of their campaigns.
Welect also offers a compelling solution for publishers seeking alternative monetization models and a European alternative to dominant U.S. AdTech platforms.
Clients include major brands such as Audi, Vodafone, Bayer, and Deutsche Bahn. On the publisher side, Welect works with some of the most widely read media outlets in Germany, including Focus, Spiegel, and T-Online.
Welect was founded in 2016 by Olaf Peters-Kim and Philipp Dommers. Since 2022, Olaf Peters-Kim has led the company as sole managing director.
Welect fully complies with all European regulations under the Digital Services Act (DSA) and the General Data Protection Regulation (GDPR).
For more information, visit www.welect.de
Pressekontakt
Mandy Laurie
Marketing & PR Managerin
E-Mail: mandy.laurie@welect.de
Tel.: +49 176 55227518