Above the fold
refers to the part of the website or an email that you see immediately as soon as it is loaded. It is the part of the page that you see without having to use the mouse scroll. Above the fold is a key section of a website for placing ads and banners. This term derives from the press industry, referring to the visible part of the front page when the newspaper is folded.
The concept is based on the importance of the top of the pages, and suggests that it is in that part where the most relevant part for the user of the information should be located. This achieves a greater permanence on the site and a lower bounce rate.
Advantages of Above the Fold ads
Because users relate more to the content they see as soon as they open a web page, ads at the top of the page are expected to have more visibility and greater opportunities for interaction.
Drawbacks of Above the Fold ads
While ads can get better metrics, placing too many ads at the top can conflict with web positioning, as Google recommends that the most relevant content be placed in that area.
Above the Fold ad design
To understand how to work with “above the fold,” a web designer must consider the average screen sizes that are used by the audience of a particular site or explore responsive design techniques, with an approach to web page creation that makes use of flexible layouts, flexible images, and a cascading style sheet (CSS) that responds to media search.