Below the fold ads (ads which a user has to scroll down a web page to see) are up to nine times more engaging than above the fold ads, according to research released by Sovrn this week. Sovrn says it used a new measurement, Viewable Engagement Time (VET), to measure specifically the extent to which a user is engaged with a website when seeing above the fold (ATF) and below the fold (BTF) ads. The VET metric showed that BTF ads were seen for 2.6 times longer than ATF, and results also found that BTF ad users were actively engaged for 27 percent of viewable dwell time, whereas ATF ad users were actively engaged for just three percent of viewable dwell time.
Read the whole article here: Sovrn finds below the fold ads nine times more engaging
Source: Video Ad News
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