ADVERTISING CLUTTER

LUCAS CHEN

What Is Advertising Clutter

Large amount of non-editorial content in a media vehicle

Exact and dull message is seen multiple times within the same vehicle

The amount of advertising exceeds the tolerance of the receivers (consumers)

Advertising Avoidance

Factors Affecting Perceived Ad Clutter

Functional Approach (Media Attitude)

1.

Perceived harmfulness/offensiveness

2.

Perceived usefulness

3.

Perceived trustworthiness

Informational Processing Approach (The ability to process a message)

1.

Information overload theory (Memory capacity)

2.

Selective attention theory (Interest and Relevance)

Factors Affecting Perceived Ad Clutter

Structural Approach (Physical Attributes)

1.

Quantity

2.

Frequency

3.

Design

4.

Size

5.

Location

6.

Format

How Advertisers Deal with The Clutter

Consider the thoughts and desires of consumers rather than counting the size
of audiences

Deliver advertising messages with respect for the intelligence and value of
audiences

Work closely with creative departments and media to achieve the greatest
impact with audiences

Solution (Product Placement)

Hide the sales message and product itself in the news or editorial content of
the media

Have limited alternative

Depend heavily on name/brand recognition

Sarah Reinertsen,
the first female leg
amputee to finish
an Ironman
Triathlon

Solution (Sponsored Articles)

A less cluttered environment that is worth more money

A sponsored vehicle that has a greatly reduced number of advertising

messages

Paid ads that are so cohesive with the page content,

assimilated into the design, and consistent with the
platform behaviour that the viewer simply feels that
they belong."

Evolution
Advertorials

Sponsored Articles

Content resides only in the middle to bottom of the marketing funnel

Content resides in the customer buying journey

Marketing platform

Sound salesy and brand-centric to the readers

Native environment

Provide helpful information and entertain the readers