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AD CLUTTER AND ITS EFFECTS

Source: Association for Interactive Media

Posted on January 10, 2002

      Internet research firm Dynamic Logic reports that consumers miss out on advertising branding messages when ads appear in cluttered Web pages. In a new report, the New York-based research group details the amount that cluttered Web pages detract from branding. This includes sites packed with visual clutter like graphics, text and especially other ads.

      Based on a series of surveys, researchers found that only 57 percent of consumers could effectively remember the ads they had seen on a site they described as "cluttered". Uncluttered sites improved consumers' recall rates to 65 percent.

      The gap between the two figures is small, yet some publishers are beginning to utilize how consumers remember ads by selling exclusive placements to advertisers. NYTimes.com, for instance, recently began offering ad packages that give a single advertiser exclusive control over the entire ad inventory during a user's visit to the site. This is a called a "session" model. But these advertising packages were higher priced.

      The survey, however, found that the definition of "cluttered" was not necessarily universal. Dynamic Logic's analysts' attempts to define cluttered and uncluttered pages proved largely fruitless, with survey respondents remembering ads in both configurations relatively well.




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