Almost half of people in three major European countries don't believe brands are online retargeting as effectively as they could.

A 50% chunk of consumers in Germany and 47% of the UK dislike being followed around on the web by the same ads, while 39% of France agrees, according to a new report from Conversant.

The results, from a survey of 886 respondents, suggest companies using the internet to market to auidiences in this way need to rethink their strategies.

The research also shows attitudes to online advertising vary across Europe. Almost half (47%) of Germans want more experiential advertising, compared to just 16% of the UK and US, and just 11% of the French.

 

Elliott Clayton, senior VP at Conversant

 

Germany shows the least understanding of the need for ads to pay for free content, with just 30% admitting they understand it compared to 41% of the UK. French, British and American consumers show more patience in that type of funding.

“Both the British and Germans are united in pushing for better standards of advertising,” said Elliott Clayton, senior VP at Conversant. “Clearly, a great deal needs to change if advertising is to achieve its objective of building brands effectively.”  

British and US consumers still have significant faith in ads, however, with 80% of both saying that more traditional forms still have a place in the world.

But many consumers demanded change across the industry, with almost half (48%) of the UK believing the advertising industry needs to change, as well as 40% of French consumers. “What consumers want from advertising is coming through loud and clear,” Clayton added, “Better quality ads, greater relevancy and better handling of data.”