What Is Ad Clutter and Why Does It Matter?
We’re all familiar with the barrage of advertising consumers face on a daily basis. It makes sense that the more advertising messages that appear within a medium, the less likely consumers are to remember or be persuaded by any particular advertisement - this is the effect of ad clutter. But how do you account for ad clutter in your online campaigns? We’ve developed a new custom “Clutter” metric to measure its impact. Blending online audience data from NetView and advertising data from AdRelevance, the clutter metric pretty simple:
Number of Impressions (from AdRelevance) / Total Minutes = Clutter
This metric can help media planners and advertisers target sites with less clutter for maximum effectiveness, while giving publishers even more quantifiable data to position their sites for increased ad spends. For more information, see my article in our September client newsletter.
On October 10th, I’ll host a webinar and present details about this metric, its formulation, and the assumptions behind it. I’ll also provide sample data, and take a look at which specific demographic groups are exposed to high levels of clutter and which advertisers tend to be in more or less cluttered environments. Find out more and sign up for the webinar here.
Tags: ad clutter, advertising
