Above the Fold
The term “Above the fold” is used to describe content that appears on the top half of the front page of a publication– typically the most important and newsworthy information for readers to see. In the context of online advertising, above the fold refers to the first block of information of content that a user sees when clicking onto a publication’s website.
Above the fold can be measured as the first 600 pixels from the top of the page to the bottom of the user’s browser on their laptop or smartphone. You could also look measure above the fold as 1000 pixels wide and 600 pixels high. The most ideal above the fold scenario for a majority of laptop monitors or browsers is 1024 by 786 pixels with only one toolbar and a majority of that space available for the browser content itself. That’s a lot of prime real estate for content and advertising.
Why Does Above the Fold Matter?
Above the fold matters because content layout, size, appearance, design, visibility, and placement matters. Above the fold is the area that users will immediately see when a page is loaded and is the area of the page that will get the most attention from users.
Due to high visibility, the content in this space should be information that is extremely important in reaching your business goals. The content should be able to snatch the user’s attention and give them the proper content they were looking for. Otherwise, users may bounce and look elsewhere.
Putting ads in this area in the context of marketing is an excellent way for advertisers to get more eyes on their products and generate more ad revenue, especially when compared to ads at the bottom of the page or at random places throughout the copy.
When we look at b2b sites in particular, one can put valuable call-to-action points (CTAs) and important information about a product in this area to get higher conversion rates.
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