Above the Fold
Submitted by StuartDH on Sat, 02/03/2007 - 17:51.
'Above the fold' a a similar meaning in both traditional and new media marketing. Above the fold in traditional marketing, such as newspaper advertising, relates to the content of a page in a newspaper that is shown above the fold crease. Similarly, above the fold on web page advertising refers to the content that is shown without the need for the viewer to scroll down the page.
When considering advertising on webpages, it should be pointed out that the area of a web page, which is considered "Above the Fold" can vary depending on the screen resolution of the visitor's monitor. Small monitors all monitors that are set with a low resolution, such as 800 x 600 will have a smaller "Above the Fold" area than monitors with 1024x768 or 1280x1024 resolutions etc.
Advertisers naturally want their adverts to be seen by as many people as possible. Above the fold areas in both traditional and new media marketing will always produce a larger audience, than adverts that are at the bottom of a page. On a webpage, viewing statistics may show that the visitors have viewed a page, but this doesn't mean that the viewer saw any adverts that were not above the fold, as they may not have scrolled down the page to view them.
If a website is running with a slow ad server, adverts may not appear as quickly as the main content and as the viewer begins to scroll down the page, the adverts appear, but the ones at the top have now been moved off the screen and were never viewed.
Above the Fold Areas Can Vary
When considering advertising on webpages, it should be pointed out that the area of a web page, which is considered "Above the Fold" can vary depending on the screen resolution of the visitor's monitor. Small monitors all monitors that are set with a low resolution, such as 800 x 600 will have a smaller "Above the Fold" area than monitors with 1024x768 or 1280x1024 resolutions etc.
Why Advertising Above the Fold is Important
Advertisers naturally want their adverts to be seen by as many people as possible. Above the fold areas in both traditional and new media marketing will always produce a larger audience, than adverts that are at the bottom of a page. On a webpage, viewing statistics may show that the visitors have viewed a page, but this doesn't mean that the viewer saw any adverts that were not above the fold, as they may not have scrolled down the page to view them.
Why it can still be OK to not Advertise Above the Fold
If a website is running with a slow ad server, adverts may not appear as quickly as the main content and as the viewer begins to scroll down the page, the adverts appear, but the ones at the top have now been moved off the screen and were never viewed.
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