Flattening the Fold: Why the Greatest Advertising Sin Doesn’t Always Apply
Since the early days of website design, the term “below the fold” has been widely used to label subpar ad placements or content—the assumption being that users don’t scroll. This paper first investigates whether or not the rule of the fold still stands in today’s web environment. It also considers whether or not advertisers are missing out on opportunities by following a rule that generalises behaviour across the web regardless of site type. In particular, we explore what user behaviour and “the fold” actually look like on e-commerce sites and what implications this holds for advertisers.
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