What are ATF and BTF? Why it is important in ad placement

The terms “above the fold” and “below the fold” are pivotal concepts that significantly influence the effectiveness of website layouts and advertising strategies. Originating from the newspaper industry, where the most crucial news stories were placed on the upper half of the front page to grab immediate attention, these terms have seamlessly transitioned into the digital realm. Understanding these concepts and their implications can help web designers and marketers optimize their web pages and ad placements for maximum impact.

Above the fold (ATF) and Below the fold (BTF) Definition

“Above the fold” refers to the portion of a webpage that is visible without any scrolling when the page first loads. This prime real estate is the first thing users see upon landing on a page, making it a critical area for capturing immediate attention. The prominence of this section means that any content or advertisements placed here are highly visible and likely to attract user interaction right away.

On the other hand, “Below the fold” refers to the portion of a webpage that requires scrolling to be seen. Content and advertisements in this area are not immediately visible and require user action to become accessible. While this might suggest a disadvantage in terms of visibility, ads below the fold can still be effective, particularly if the webpage content is engaging enough to encourage users to scroll down.

Advantages and Disadvantages of ATF, BTF as ad placements

Above The Fold (ATF)

Visibility and Impressions

One of the primary advantages of above the fold ad placement is the high visibility it offers. Ads placed in this prime location are seen by users as soon as the page loads, ensuring maximum exposure. This immediate visibility leads to more impressions, as every visitor to the page is guaranteed to see the ad. For advertisers looking to maximize their brand’s exposure, above the fold placement is invaluable.

However, users sometimes have become accustomed to seeing ads in the ATF space and may subconsciously ignore them, a phenomenon known as ad blindness. Despite high visibility, these ads might not garner the attention they are intended to because users have trained themselves to overlook them.

Publishers who are utilizing AdSense or PubPower are likely to know how valuable ATF for ads placement. As AdSense and PubPower’s pricing models are CPM, meaning that publishers receive earnings through numbers of impression are seen, ATF is clearly the best place for placing ads due to its highest viewability in a web page, leading to higher bid from advertising demands.

Click-Through Rates (CTR)

Higher visibility naturally translates to higher click-through rates (CTR). Since above the fold ads are the first thing users see, they are more likely to attract attention and clicks. This can significantly boost the effectiveness of advertising campaigns, driving more traffic to the advertiser’s website and potentially increasing conversions. The prominence of above the fold ads makes them particularly effective for time-sensitive promotions and high-priority messages.

Relevance and Context

For above the fold ads to be most effective, they should be highly relevant and engaging. Ads that resonate with the interests and needs of the audience will perform better in this high-visibility space. This relevance can be achieved through targeted advertising, ensuring that the right message reaches the right audience at the right time. Contextually relevant ads that align with the content of the webpage can also enhance user engagement and click-through rates.

Below The Fold (BTF)

Reduced Intrusiveness

The primary drawback of below the fold ad placement is reduced visibility. Since these ads are not seen immediately, they rely on the user scrolling down the page, which not all users may do. This can result in fewer impressions compared to above the fold ads, potentially limiting the overall reach of the ad. Nonetheless, below the fold ads are less likely to disrupt the user experience since they appear only after the user has started engaging with the content. This placement ensures that the primary content is not overshadowed by advertisements, leading to a smoother browsing experience. By distributing ads throughout the page, you can avoid overwhelming the user with too many ads in a single area, reducing the risk of ad fatigue.

Cost Efficiency

In addition, BTF ad placements often come at a lower cost compared to prime above the fold positions. For publishers, this means they can offer a wider range of ad inventory at varying price points, making it attractive to advertisers with different budgets. While these placements might generate lower immediate revenue, they can still contribute significantly to overall ad revenue, especially on content-rich pages where users are likely to scroll.

Contextual Relevance

Below the fold ads can be placed in a contextually relevant manner, aligning with the content that users are consuming. For example, an ad for cooking utensils placed within a recipe article can capture the attention of a more interested audience, or a native ad about an article which has similar topic to the content can increase click-rate. This relevance enhances the user experience, as ads appear as a natural extension of the content rather than as interruptions.

Summary

While ATF offers high visibility and immediate engagement, BTF provides opportunities for deeper engagement and extended exposure. By strategically balancing both ATF and BTF placements, publishers can optimize their content and ad strategies, ensuring a holistic approach that maximizes visibility, engagement, and revenue.