Internet ads are ‘not living up to expectations’ – Wanadoo

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here