Online advertising is failing to live up to consumer expectations, a new study has found. The research also suggests that traditional television, radio and print advertisers are still unable to grasp the fundamental and revolutionary changes that new technology is causing.
Deborah Sherry, managing director for portal revenues at Wanadoo UK, which carried out the research, says marketers will have to work out how to “give media consumers of the future the flexibility, choice and control that they are already demanding”.
Wanadoo UK conducted a series of qualitative interviews with early adopters of the latest communication and media technology, exploring how respondents will consume media in the future.
Wanadoo says online advertising provoked the strongest emotional response from consumers, revealing a real disappointment in the creativity of online executions. The study suggests the advertising industry needs to work towards more cross-media integration of campaigns to ensure that creative opportunities to reach consumers are not missed.
When it comes to gadgets and other technology-based services, including online media, consumers increasingly opt for the products that offer the best connectivity and give them the most control over the media they consume.