Low clutter boosts ad effectiveness and reduces carbon emissions

Maya Yegorova

Research has found that displaying fewer ads on webpages is not only a cost-effective method that leads to stronger brand metrics, but can also reduce the amount of carbon emissions.

Low-clutter webpages – which present as few as one ad at a time – yield higher recall and favorability scores among people who are resistant to intrusive forms of brand messaging.

These findings came from a study, entitled ‘Reaching & Influencing Ad Filtering Users’, produced by media intelligence provider MAGNA and ad-filtering company eyeo, which also demonstrated that a reduced online ad load can deliver meaningful sustainability benefits.

How the study worked

  • A total of 1,289 participants were recruited from an online panel and then assigned to view certain webpages.
  • Sample ads from gaming platform Twitch, electronics giant...

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