Challenges of online advertising: A consumer perspective

Online is the reality today. People from diverse background are using internet and it has emerged as the most popular media. Advertisers promptly realised the potential of internet, and online advertising started in earnest (Rao 1997). Online advertising has turned out as one of the most instant, economical and assessable marketing channels available. All this has made online advertising a researchable topic. The present study attempts to explore the challenges posed by online advertising to the consumers ’. Thus it will help the online advertisers to use it more effectively and efficiently in their online advertising efforts. Previous studies have focused on challenges of online advertising from marketers’ point of view, while consumers ’perspective is still not known. In this study, we address the challenges of e-advertising from consumers ’point of view and a scale has been developed to measure it. For the study a survey has been conducted among a sample of 318 internet users in the NCR region. The results reveal that lack of trust, issues ofprivacy and infrastructure are the perceived challenges of e-advertising.