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Dynamic Logic study shows perceived clutter affects online ad effectiveness

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New York--“Perceived clutter” has more of an impact on online ad effectiveness than “defined clutter,” according to a new study by Dynamic Logic. “Defined clutter” is the number of actual elements on a Web page, including text, graphics and other visual stimuli. “Perceived clutter” is the way ads feel to Web users. Dynamic Logic found that in low, medium and high levels of defined clutter, there was no statistically significant difference in online ad effectiveness. However, in low, medium and high levels of perceived clutter, there was a statistically significant difference in online ad effectiveness.
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