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Here’s a sobering statistic: The average time spent on a Web page is steadily decreasing, with users spending only 40 seconds on a single page. Even worse for publishers and advertisers, 31 percent of ads are never even seen. That’s why last September we launched the Clean Campaign, our commitment to making the digital content experience better for everyone by cutting clutter and focusing on the content consumers care about. Messy Web pages create a chaotic experience that’s frustrating for everyone involved, including readers, publishers, and advertisers.

We felt it was imperative to find a way to not just understand the impact of cluttered pages, but also to help brands get smarter about advertising. It’s why our media sites are embracing cleaner designs with only one large premium ad on each page, delivering a better content experience for readers – and advertisers. Like this. And this. And this.

The Clean Campaign was based on three tenets: a clear editorial vision, a well-designed content experience, and premium advertising to complement the content. We felt confident that cutting the clutter and allowing consumers to focus on the content they cared about would immediately improve advertiser and site perception, but we wanted to prove it, so we partnered with IPG Media Lab to research just how much of a difference Clean Web pages make.

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