What we know about advertising clutter

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Advertising clutter is under-researched but brands are concerned about its detrimental impact on recall and recognition. In order to stand out, brands are encouraged to focus on their creative executions and distinctive assets, seek out low clutter media opportunities and consider ad context and placement. Partnerships can help brands access less cluttered environments and audio can offer an opportunity to avoid cluttered visual media.

Definition

Advertising clutter describes the high volume of commercial messages that the average consumer is exposed to on a daily basis.

Key insights

1. Shorter TV breaks and fewer ads increase attention, memorability and effectiveness

In...

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