Above the Fold

What Is Above the Fold?

The term “Above the Fold” stems from print media and describes the content or advertising located on the upper half of the publication’s front page. In digital advertising, Above the Fold means the space visible to users on a webpage. More exactly, the top 600 pixels of the page.

While the exact dimensions differ according to the devices, this space is the first thing users can see on a page, becoming prime real estate. 

Why is Above the Fold Important in Programmatic Advertising? 

The main advantage of the above-the-fold placement is that it is immediately visible to users. It can attract the viewer’s attention and interest as soon as the user opens the webpage. 

This premium ad placement significantly increases viewability. A study by NNGroup found that 42% of the attention of viewers is spent above the fold. In programmatic advertising, the time spent viewing a website is critical, as the IAB considers a viewable impression as an ad of which 50% was displayed for more than one second. 

Above the fold is where users form their first impressions and where a call-to-action can have the most impact. 

How to Calculate Above-the-Fold Space? 

The above-the-fold area is considered the first 600 pixels but can vary according to each browser’s settings. Many laptops have a larger area of about 1024 by 786 pixels. 

Sources: semrush.com

The “fold” point differs according to the device used and the browser. These factors can change how much of the screen is visible to the user, also called the viewport. Advertisers and marketers should understand these differences in order to place the ads where they can get more attention. 

When is Above the Fold Used?

Advertisers and marketers use this space to place highly impactful ads and capture the user’s interest. Brands often place their most important messages, offers, or calls to action in this space to drive conversions quickly. 

It is especially effective for time-sensitive campaigns, product launches, or high-traffic pages. Since users tend to focus on what they see first, above-the-fold placement ensures that critical information is seen effortlessly. 

What’s the Goal of Above the Fold Placement?

The main goal of placing ads and content above the fold is to capture the user’s attention instantly and drive engagement without requiring them to scroll. By positioning their key messages, ads, or calls to action in this visible area, advertisers aim to increase visibility and improve click-through rates. This strategic location ensures that this crucial information is seen first, maximizing the chances of interaction. 

Above-the-fold placement is particularly effective for driving immediate actions like sign-ups, purchases, or clicks. It leverages the user’s limited attention span and encourages faster decision-making in a cluttered digital environment. 

Here is an example of above-the-fold placement:

The image below shows an example of a CTA above the fold. Here, the star product is featured front and center, and the “Shop” CTA is displayed so it is easy to find. 

Source: Nike.com

Above the Fold vs. Below the Fold

Above-the-fold ads ensure immediate exposure. They benefit from high visibility and often result in high click-through rates, making them great for time-sensitive campaigns. 

Contrarily, content placed below the fold appears when the viewer scrolls down on the webpage. These ads require the viewer to act on seeing them. While they are less visible, ads below the fold find the user when they are already interested in knowing more about the content. Therefore, these ads may generate more qualified engagement. 

Advertisers should leverage both areas for an effective programmatic advertising strategy.