It’s surprising when an enterprise that plays a big role in online marketing releases a report showing newspaperreaderthe strengths of traditional media. That’s what happened last week when Adobe published its State of Online Advertising Report. Surveyed consumers and marketers both say that traditional newspapers and TV are best for advertising. An in-depth look at the report suggests there’s a little more to the story.

In the U.S., 45% of consumers and 42% of marketers rate newspapers and TV as tops for advertising.  About 30% of U.S. consumers say online advertising isn’t effective with 54% saying the same for Web banners. Only 16% of marketers are willing to agree that online advertising doesn’t work but 33% do think that Web banners are useless.

Why do consumers say that online advertising doesn’t work? This is a question that should concern companies that are moving their budgets to digital. For the most part, consumers accept that advertising is necessary. 41% believe marketing helps companies sell and 39% say the messages inform them of what’s available.

But consumers also appreciate being entertained when they have to see an ad. 73% want ads to tell a unique story. Another 51% agree that beautiful advertising is more effective. These statistics suggest that consumers want to see more story-telling and beauty in online campaigns.

Another troubling statistic for digital is that  46% of consumers believe “online advertising is creepy and stalks you.” Despite understanding that free online access to content requires giving up personal information, consumers don’t like the idea. Over 80% do not want to reveal their social security numbers and they don’t want information being shared with a third party.

Big data may be a big solution for marketers who are eager to sell their goods and services to consumers, especially in a personalized pitch. But not all consumers are ready to join this party, so marketers might want to tweak their online efforts to deliver a story or another form of entertainment to their target audiences.