Web sites cluttered with ads are not good for the publisher, the consumer or the advertiser, according to a study by Burst Media, Media Post reported.

The study surveyed more than 4,000 Web users and found that ad clutter "not only annoys audiences, but diminishes ad effectiveness."

Chuck Moran, vice president of marketing for Burst Media said that "one of the main obstacles to getting consumers' attention online is ad clutter." Advertisers must ensure their messages are placed in a high-quality content environment to secure the maximum exposure, and preserve the brand's reputation, he added.

Over three out of four respondents who remain on a site they perceive to be cluttered said they pay less attention to ads showing on the pages, Media Post reported.

Even though respondents accept advertising on a Web site, more than half (52.6 percent) said they have low tolerance for more than two ad units appearing on a Web page.

About three out of 10 will leave a site right away if they think it is cluttered. Notably, women tend to leave a cluttered site more easily than men, with 32.1 percent versus 27.5 percent, respectively, the report stated, according to Media Post.

About 52 percent of respondents have a less favourable opinion of an advertiser when their advertising shows up on a page they think is cluttered. Fifty-six percent of women, as well as 48.3 percent of men, said clutter negatively impacts their opinion of an advertiser, according to Media Post.

Burst Media also found that the clutter's negative impact on respondents' opinions correlated with age. 46.8 percent of respondents between 18 and 24 were impacted negatively by clutter, while more than 63 percent of those ages 55 and older did so.