Online Clutter

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of online clutter.

Online Clutter

Anneken Tappe


  • When the amount of advertising exceeds a consumers acceptance level in an editorial media vehicle, it is viewed as clutter and is often perceived as an undesirable phenomenon by both advertisers and consumers (Ha, McCann, 2008).

  • Schneider finds that originating from the study of brand choice, overload theory proposes that, when an individual is overloaded with too many advertisements at one time, the absorption of one piece of information will be at the expense of another piece of information (Ha, McCann, 2008).


  • According to Burst Media, online clutter is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands