* Ad clutter is not tolerated by
web site visitors – many web users abandon a site they believe to be cluttered.
* Ad clutter can negatively impact a consumers’ perception of an advertiser’s
product or service.
Cluttered Sites Do a Disservice to
the Publisher, the Advertiser and the Visitor
Clutter Annoys the Audience.
The Burst survey found that respondents accept that advertising will appear
on a web page. However, for a majority (52.6%) there is low tolerance for more
than two advertising units per web page. One-quarter of respondents (27.3%)
say they will tolerate only a single advertisement per web page, and another
one-quarter (25.3%) will tolerate just two ads per page.
Clutter negatively impacts the audience
and leads to site abandonment. More than one-quarter (29.9%) of survey respondents
immediately leave a site if they perceive it to be cluttered. Women are more
likely than men to abandon a site that appears cluttered – 32.1% versus
27.5% (Chart 1).
Clutter Diminishes Ad Effectiveness.
Three-quarters (75.5%) of respondents who remain on a site they perceive to
be cluttered say they pay less attention to advertisements appearing on its
pages. This finding is consistent for men and women, as well as all age and
income segments.
Clutter Negatively Impacts
Brand Perception.
Clutter Negatively Impacts Brand Perception. The most resounding finding from
this survey is the negative impact advertising clutter has on a consumer’s
perception of an advertiser’s products and services. One out of two (52.4%)
respondents has a less favorable opinion of an advertiser when their advertising
appears on a web page they perceive as cluttered. Women are more likely
than men to say that clutter negatively impacts their opinion of an advertiser,
56.4% versus 48.3% respectively. Additionally, clutter’s negative impact
on respondents’ opinions increases as a respondent’s age increases
– rising from 46.8% of respondents 18-24 years to nearly two-thirds (63.2%)
of respondents 55 years and older.
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