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...