What is Native Advertising?

In digital advertising, the term Below the Fold (BTF) refers to the content on a page that is not visible when a page initially loads. All below-the-fold content remains out of view until a user utilizes the scroll function. The term, though it originated in print media, is a key concept in modern digital advertising and is a critical consideration in the development of programmatic advertising strategies.

Why is below-the-fold important?

As one might expect, Above the Fold (ATF) ad content is generally viewed as the most valuable, but below-the-fold content can also be highly important, for the following reasons:

  • Added engagement: While many users may leave a page once they’ve viewed the initial ATF, those who do not are likely to be the most interested and receptive to the messages of advertisers. As such, BTF content can be a useful way to keep them interesting, driving further engagement and potential conversions.
  • Strategic ad placement: Calls to Action (CTAs) are typically placed above the field along with any key product or service information, but sometimes supplementary content is needed to help users make a decision. Using strategically placed BTF content can support the message of ATF content with additional detail and help increase conversion rates.
  • Search engine optimization: Below-the-fold content is taken into account when search engines crawl websites, and as such, it factors into SEO ranking. This means that BTF content can help drive more organic traffic to pages with important CTAs, like landing pages.

What are the challenges of below the fold content?

While BTF content can be highly useful, it can be challenging to utilize effectively at times, for the following reasons: 

  • Decreased visibility: Given that it is displayed beyond the bounds of the initial display, BTF content naturally has less chance of being viewed in comparison to ATF content. This typically means that BTF content will yield fewer clicks and interactions, so ad content needs to be chosen carefully to maximize revenue.
  • Mobile optimization: The boundaries that define ATF/BTF vary across devices. With mobile devices now responsible for the majority of online traffic, careful, thorough design is required to create BTF content that can be impactful on smaller screens.
  • Scroll fatigue: A good majority of users won’t scroll down beyond the initial ATF content. Those that do may be susceptible to scroll fatigue, which can cause BTF content to yield diminishing returns further down the page, or even to be missed entirely.

What are the best practices for below-the-fold content?

To utilize BTF space effectively, it is necessary to adhere to best practices. The following are some key ways to maximize the performance of BTF content:

  • Craft engaging ATF content: If ATF content doesn’t capture a user’s imagination, then they are unlikely to scroll. Creating thought-provoking and engaging content that aligns with user interests will help drive impressions to BTF ad placements.
  • Use visuals: Visual cues can aids can help to give users a sense of context. Including elements like arrows or gradients can indicate that there’s more relevant and useful information to discover, which encourages users to scroll further.
  • Prioritize mobile-friendly design: Since mobile devices have smaller screens, it makes sense to design pages with a mobile-first mentality. Optimizing the format and layout of web pages for small screens ensures that BTF content is always displayed as intended.
Updated: October 4, 2024

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