Web Page Ad Clutter, H1 2013 [CHART]

Chart - Web Page Ad Clutter

More than 8 in 10 American adults believe that online ads are detrimental to their experience always (16%) or some of the time (66%) some of the time, according to a recent survey from Adblade. That echoes prior research from Adobe and Edelman Berland, in which consumers were most likely to describe online ads as “annoying” and “distracting.” Could clutter be a problem? New data from Integral Ad Science [PDF] indicates that 24% of impressions during the first half (H1) of the year landed on pages with more than 3 display ads.

Specifically, 76% of impressions land on pages containing 1-3 display ads, 16.4% on pages with 4-5 ads, 3.5% on pages with 6-7 ads, and 3.1% on pages with more than 10 ads. (The exact numbers for pages with 8-9 ads weren’t included as they were fractional.)

What’s interesting about those findings (beyond the data itself) is that traffic skewed slightly towards pages with a higher density of ads. That’s because 80.8% of the pages surveyed contained 1-3 display ads – but only 76% of impressions went to those pages. Read the rest at MarketingCharts.

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