Attitudes to online advertising vary wildly across Europe with research revealing that consumers in the US and UK continue to have significant faith in ads as 80% of both saying that more traditional forms of advertising still have a place in the world.

However, according to a study from Conversant, which surveyed 886 consumers across the US, UK, France and Germany, almost half (47%) of Germans want more experiential advertising, compared to just 16% of the UK and USA and just 11% of the French.

Consumers in Germany are also the least tolerant of ads as a means of providing free content, with just 30% admitting that they understand this compared to 41% of those in the UK.  

“Both the British and Germans are united in pushing for better standards of advertising,” commented Elliott Clayton, senior vice president, Conversant. “Half of Germany [50%] and 47% of the UK dislike being followed around the web by the same ads, as well as 39% of France, showing that many brands are using retargeting poorly. Clearly, a great deal needs to change if advertising is to achieve its objective of building brands effectively.”  

Despite those in the US and UK having faith in traditional ads, many consumers demanded change across the industry, with almost half (48%) of the UK believing that the advertising industry as a whole needs to change. This was also agreed with 40% of French consumers in the survey.

“What consumers want from advertising is coming through loud and clear. Better quality ads, greater relevance, and better handling of data. It’s high time that brands realise that adverts aren’t just a quick way of pushing more visitors into the top of their sales funnels, and instead, should be treated as a way of building a close, one-to-one relationship with both existing and potential customers. In return, advertisers will see higher conversion rates throughout their funnel,” concluded Clayton.