What is Online "Clutter" & How Much is Too Much?

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What is your definition of ad clutter on a web site?  Is it one ad unit? Two? Three?  A new survey from Burst Media in the latest edition of Marketing Charts states that "Ad Clutter Reduces Effectiveness, Degrades Brands."

So what exactly is the typical definition of "Clutter"?  For the majority of online consumers, two ad units is enough....

"Though respondents accept that advertising will appear on websites, the majority (52.6%), say they have low tolerance for any more than two advertising units per page. Another 27.3% say they will tolerate only a single ad per web page, and slightly more than one-quarter (25.3%) will tolerate just two ads per page."

This is great information to take to your next online advertising meeting.  I have seen some very dynamic sites that have more than 2 ad units on the page but they don't appear cluttered, to see what I mean about a well developed site look at www. castanet.net.