Clutter... an AdAge Podcast Interview
AdAge today follows the print article highlighted in my last post with a interview with Matt Creamer, editor-at-large.
Matt continues the theme of the print piece... marketers are aware of the "clutter" impact, especially in TV, but nothing much yet is being done about it. And Matt doesn't think any serious changes in agencey practice will happen until clients become more aware of the problem and decide that TV ad spending isn't bringing the results it should.
Too many agencies still promise clients that their especially effective creative will break through the clutter for them. And too many clients want to believe that. Alas, the results are different.
How does clutter impact online advertising? Matt notes that this hasn't been studied very well yet, but points to a forthcoming report this summer that should shed light on questions like: "How many ads on a web page is too many ads on a web page?"
Ads on mobile devices, a still small and emerging area, will add to the consumer's sense of bombardment.
Take a few minutes and listen to the Matt Creamer interview, "The Money-Waster that Marketing Ignores" at http://adage.com/article?article_id=115932 Access should be open for a few days.