BERLIN: Online advertising is failing to make the right impression on German consumers, new figures show.

A poll of 6,500 web users by eprofessional, the agency, and Fittkau & MaaƟ, the consultancy, revealed just one in four respondents thought internet ads have become more entertaining and creative over time.

Nearly 40% wanted such ads to be mainly humorous in tone, while a further 35% asserted they should be informative, and 18% stated a preference for being entertained.

Elsewhere, two-thirds of people questioned did not like their internet activities to be interrupted by any form of brand messages.

To gain an insight into current attitudes across the communications industry, eprofessional interviewed 80 senior executives, and found 47% believed greater creativity in online ads was a "very relevant issue".

Indeed, the matter was among the top priorities of these business leaders, alongside multi-channel tracking and retargeting.

Martin Hubert, eprofessional's chief executive, said: "In online marketing, I still see too many standard formats and the simple adaptation of themes from traditional media to the online channel.

"In the future we need creative approaches that work for all channels."

Data sourced from eprofessional; additional content by Warc staff