The study, from publishing technology firm Sovrn, looked at over three billion engagement events covering 130 million page views, across more than 400 websites.
Using a new form of measurement, Viewable Engagement Time (VET), Sovrn gained deep insight into how audiences spend their time online, and tested various hypotheses regarding audience engagement.
Sovrn discovered that ads placed below the fold (BTF) were more engaging than those above the fold (ATF). BTF ad users were actively engaged for 27% of viewable dwell time, while ATF ad users were actively engaged for just 3% of viewable dwell time. Moreover, VET metrics revealed that BTF ads are seen for 2.6 times longer than those ATF, offering far higher levels of engagement. With the industry currently paying up to five times more for ATF placements, according to Sovrn’s findings, advertisers could be increasing engagement and saving budget by swapping to BTF placements.
Read the whole article here: Sovrn Conducts a study showing ads below the fold are actually more engaging
Source: Net Imperative
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