Key Takeaways

• Below the fold refers to any webpage content that isn't visible without scrolling

• The concept comes from printed newspapers where stories "below the fold" got less visibility

• Below-the-fold ad placements get around 44% viewability vs. 73% for above-the-fold

• Mobile devices have complicated the definition of "the fold" since screen sizes vary widely

• Smart publishers use a mix of above and below-fold placements for balanced monetization

So...What Exactly Is Below the Fold?

Anyone who's spent time in digital publishing has probably heard this phrase tossed around in meetings. But what does "below the fold" actually mean?

Put simply, "below the fold" means any part of a webpage that users need to scroll to see. If they don't scroll down, they'll never see that content. It's a term borrowed from the newspaper world, where physical newspapers were folded in half at newsstands - anything "below the fold" was hidden until someone picked up the paper.

In web design and ad monetization, understanding what's below the fold vs. above the fold is pretty crucial. It affects everything from where you place important content to how much you can charge for ad space.

Why Location Matters in Ad Monetization

The difference between above and below-fold ad placements is huge when it comes to performance metrics. According to research from Search Engine Journal, ads placed above the fold have a 36% higher click-through rate (CTR) than those below it.

Google's own research found that advertisements above the fold had about 73% viewability, while ads below the fold managed only 44% viewability. That's a significant drop!

This visibility gap directly impacts how much advertisers are willing to pay. When they know an ad has less chance of even being seen, they'll naturally bid lower. And that, my friend, affects your revenue.

The Mobile Complication

These days, the definition of "the fold" isnt as straightforward as it used to be. With so many different devices and screen sizes, what's visible without scrolling changes dramatically from one user to the next.

On a large desktop monitor, quite a bit of content may be visible without scrolling. On a smartphone? Maybe just a logo, headline, and part of an image.

This has led some to argue that the concept of a fold is outdated. But data from the Nielsen Norman Group suggests otherwise. Their studies show that, regardless of device, users still spend about 57% of their viewing time on content that's visible without scrolling. The fold still matters.

Viewability Standards for Below-the-Fold Ads

In digital advertising, the Interactive Advertising Bureau (IAB) and Media Rating Council have established that a display ad is considered "viewable" when:

1. At least 50% of the ad's pixels are visible on the screen

2. For a minimum of one continuous second

This standard applies to all ads, but its especially relevant for below-fold placements. Since these ads start outside the viewable area, they rely on users scrolling to meet the viewability threshold.

According to Amazon Ads, "Below the fold means that a physical medium, like a newspaper, would need to be unfolded to view the ad and a digital medium would require scrolling to view the ad."

Is Below the Fold Worthless?

Absolutely not. Below-the-fold placements might get less visibility, but they're still valuable parts of your monetization strategy for several reasons:

1. Engaged users do scroll - People who are genuinely interested in your content will scroll, and often those engaged users are more valuable to advertisers.

2. Content relevance - An ad that appears alongside relevant content (even if below the fold) often outperforms random above-fold placements.

3. User experience - Cramming too many ads above the fold creates a terrible first impression and can even trigger Google penalties.

4. Lower costs for advertisers - Below-fold inventory is typically less expensive, making it perfect for performance advertisers looking to optimize CPAs.

Best Practices for Below-the-Fold Monetization

Want to make the most of your below-fold ad placements? Here are some practical tips:

• Don't overload above-the-fold space - It ruins the user experience and could hurt your SEO

• Strategically place ads at natural content breaks - Users are more likely to see ads placed between paragraphs or content sections

• Consider sticky or anchor ads - These stay in view as users scroll, increasing viewability

• Test lazy loading - This technique loads ads only as they're about to enter the viewport

• Balance your inventory - A mix of premium above-fold and more affordable below-fold placements gives advertisers options

The Bottom Line

While below-the-fold placements don't get the same visibility as prime above-fold real estate, they remain an important component of a balanced monetization strategy. Smart publishers don't ignore below-fold inventory—they optimize it.

Understanding the distinction between above and below the fold helps you set appropriate pricing expectations, create better ad packages for direct sales, and build a site architecture that balances user experience with revenue potential.

And that's exactly what the fold is all about—finding that sweet spot where content, user experience, and monetization work together instead of fighting each other.