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BizReport : Advertising : October 29, 2008

How to decrease ad clutter but still engage the consumer

If you think there is too much advertising clutter in the online marketplace, you aren't alone. Although most advertisers have very little control over where their ads are placed or how many ads are placed alongside, a new report from Nielsen Online shows how to get the most from a de-cluttered online space.

by Kristina Knight

Although there is still clutter online, the report finds that teens (aged 12 - 17) are exposed to fewer ads than their adult counterparts. In fact, Boomers (those over 65) are exposed to the most online clutter. The study found that more established websites have less clutter (fewer ads) than smaller, niche sites; that could be the difference because teens tend to visit the same sites (MySpace, YouTube, etc.) while older surfers are more likely to visit smaller, niche sites. These sites have to sell more advertising to compete.

Nielsen has unveiled a clutter measurement service that could help marketers and content producers stop - or at least control - the clutter on their websites. The measurement compares actual content to adspace, giving users a good idea of what will appeal to consumers.

"The best strategy with this new metric is not simply to find Web sites with the lowest advertising clutter, but to leverage the right combination of Web traffic, advertising volume and demographic targeting," said Jon Gibs, vice president, media analytics, Nielsen Online. "While today's teens have grown up with a lot of advertising, for example, it is still important to advertise online at a clutter level they are comfortable with to ensure your message gets through."

Tags: advertising clutter, Nielsen Online, online advertising, online content

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