Burst release: Online Ad Clutter Can Negatively Impact Brands
A Burst Media study found that ad clutter causes all sorts of ills, including negative branding, page abandonment, and lowered message effectiveness. Users considered a very low number of ads to be "clutter." Almost two thirds of viewers surveyed had low tolerance for more than two placements on a page. Most interestingly, more than half said that they had a more negative impression of a brand when it appeared among clutter. Not surprisingly, the clutter caused people to leave sites and generally dilute the message effectiveness of individual ads.