This article on "Ad Age"'s website was great:
http://adage.com/article/digitalnext/viewability-noticeability-counts/238334/
The author's main point, in a nutshell: advertisers are paying for ads on webpages, not knowing how cluttered those webpages are. According to a study referenced by the article's illustration, ad recall can improve by anywhere from 33% to 43% for any given ad, when placed on an uncluttered page.
An uncluttered webpage can therefore be thought of as a "quality" webpage, leading the author to say the following:
"If each impression counts, then advertisers should a) stop buying blind inventory and b) demand the addition of page-quality information."
Because this is basically just an opinion piece, he doesn't go into the finer points as to how "page quality" could be defined objectively. These are details that technical folks at the IAB would presumably know how to iron out.
But in any event, the intuition here is clear and appealing. The most exciting part of the article to me, as a long-tail publisher, was this line:
"If we take a page out of Apple's design book and focus on creating content experiences that are more elegant, even long-tail content can be sold as premium -- because advertisers could count on finding the right audience, the right content and the right environment."
http://adage.com/article/digitalnext/viewability-noticeability-counts/238334/
The author's main point, in a nutshell: advertisers are paying for ads on webpages, not knowing how cluttered those webpages are. According to a study referenced by the article's illustration, ad recall can improve by anywhere from 33% to 43% for any given ad, when placed on an uncluttered page.
An uncluttered webpage can therefore be thought of as a "quality" webpage, leading the author to say the following:
"If each impression counts, then advertisers should a) stop buying blind inventory and b) demand the addition of page-quality information."
Because this is basically just an opinion piece, he doesn't go into the finer points as to how "page quality" could be defined objectively. These are details that technical folks at the IAB would presumably know how to iron out.
But in any event, the intuition here is clear and appealing. The most exciting part of the article to me, as a long-tail publisher, was this line:
"If we take a page out of Apple's design book and focus on creating content experiences that are more elegant, even long-tail content can be sold as premium -- because advertisers could count on finding the right audience, the right content and the right environment."
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