How Clutter is Killing Online Media

How Clutter is Killing Online Media

Leading Internet advertisers are looking for ways to stand out from the growing online clutter. Research using eye-tracking technology and surveys to better understand users' responses to online advertising recently found that consumers spend more time looking at ads and have better brand recall when ads have beautifully presented, legible content on uncluttered, clean pages that focus on one brand at a time. 

In the eye-tracking study, fully 100 percent of the respondents looked at the ads on clean website pages versus 89 percent who looked at ads on pages with several ads for one brand, and 76 percent who looked at ads on cluttered sites with several ads from different advertisers. Moreover, if the consumer felt the site was uncluttered, they viewed ads for more than 13 seconds. Meanwhile, ads on clean pages were viewed for 6.4 seconds, and ads on cluttered pages were viewed for 3.2 seconds. Consumer intent to purchase also was rated higher in uncluttered environments, suggesting that advertisers may be willing to pay a premium to place ads in uncluttered environments that contain valuable content.

Contact JR Landry today to develop marketing materials that stand out from the crowd.


Article credit - Ivey, Giles