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Only 25% of viewers see Web ads displayed below the scroll: Study

A study by marketing research and consulting firm MarketingSherpa reveals that internet users don’t even see most of the ads on a Web page, particularly if they are below the scroll — whether the site is a highly trafficked media property or a niche blog.

A study by marketing research and consulting firm MarketingSherpa reveals that internet users don’t even see most of the ads on a Web page, particularly if they are below the scroll — whether the site is a highly trafficked media property or a niche blog.

The eye-tracking study found that while an ad placed above the fold is visible to 100 per cent of site visitors, only about 60 per cent of them actually see it. At best, below-the-fold units are visible to roughly 70 per cent of viewers, but only about a quarter of them actually see the ads. The ratios continue to trend downward as the ad units move from centre placements to columns and spots on the far left side of the page, reports MediaPost.

‘Above the fold’ here means the content on a Web page that is visible without scrolling. The content that appears after one scrolls down and goes to the middle or bottom of a web page is referred to as ‘below the fold’. The terms originally referred to the position of articles in a newspaper. [Source: Digital Inspiration]

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