Google is known for being a master in the marketing game. They’ve perfected the art of wooing big brand advertisers. They’re constantly tweaking their features to make their system more ads friendly, and that’s why they’ve unveiled what’s being termed as ‘above the fold’ advertising. The fold in this case is the last bit of content which is seen in the browser without having to scroll down.
With this new feature, advertisers can now choose to bid for ad space which only appears within this region. Why is this important? When the last time you scrolled down a page when you could get the information you need right at the beginning? The whole point of paying for an ad is to have it seen by as many people as possible. That’s why strategic placement is crucial, and it doesn’t get much better than on screen.
The concept of ‘above the fold’ advertising isn’t new, but Google has a history of taking old ideas and revolutionizing them. Other sites offering this type of advertising don’t really pay attention to size optimization, the exact positioning of the ads, or how different browsers can affect page layout. The result is something that repels the viewer’s attention instead of attracting it. If Google can get rid of these kinks they’ll be poised to offer a whole new level of targeting to their advertisers.
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