What is Above the fold (ATF)

ATF is a common abbreviation of Above the Fold, and it is the opposite of below the fold. The above-the-fold content influences a reader’s first impression of a piece of writing. It is a term used in current web design to describe what a user sees and engages with without scrolling down. Often shortened as ATF, this term is used when discussing Programmatic Advertising placement.
Early use of headlines pertained to newspaper headlines and the most important stories. The newspaper’s content could be previewed before being purchased and transpired through this printing method.
Instead, the term below the fold refers to the portion of a Website page that is not visible to a user during a regular page load but may be viewed by browsing down the page. It is a simple dichotomy: everything on a page, including adverts, is above or below the fold. This is a binary distinction. Below-the-fold ads are less desirable for advertisers because they require the consumer to scroll down for them below
The fold is the horizontal line that divides a web page into sections. As far as the fold is concerned, ads in green lines are above the fold, whereas ads in red lines are below.

What is the significance of ATF?

When someone opens a page, the material that shows above the fold is the first thing they will see when they visit the site. It is the most sought-after real estate that attracts the greatest attention.
In order to maximize your company’s chances of success, only include the most critical information on top of the fold. User attention and content must be grabbed promptly so that the user does not leave the site and go to another one.
Putting Programmatic Advertising on top of the fold, as opposed to those tucked away in obscure corners, increases their visibility and, thus, their earnings. CTAs and other important information regarding differentiated products should be placed on top of the fold on B2B websites’ homepages or other landing pages to increase conversion rates.


On a web page, where does ATF ends?

Because of the wide variety of devices used to access the internet, it can be difficult to decide what information should be displayed on top of the fold. Using responsive design on a website means that it will seem different on a monitor screen than on a smartphone, for example. Many find the finest 768 to 1000 pixels of the web page to be ATP. As a starting point, I would suggest considering this advice. However, we still recommend testing your website on various devices to see exactly where the fold begins and finishes.

Exactly how is ATF evaluated?

A single-fold location on a website is tough to describe. A wide range of monitor sizes (both laptop and desktops), browser plugins, screen resolutions, and sizes of multiple phones and tablets affect the fold’s precise location.
Several website designers believe that the fold line is typically 1,000 pixels in width and 600 pixels in height when calculating an average fold location. If you have a 1024×786-pixel monitor and a browser with no toolbars loaded, this is your best bet for viewing the content of a web page. Analysis software for your website ought to enlighten you on what users’ preferred screen sizes are. In contrast to 1024×768 and 320×568, newer dimensions are becoming more popular, such as 360×640.

In the ATF region, how might user behavior be influenced?

Ahead of the fold, it is a good idea to get visitors’ attention. Various cues and incentives are used to entice the visitor to scroll down the page and see what is on the lower side of the fold.
The columns ATF are useful for navigation and display. To the user, offset columns serve as a visual cue that more data is available. The insertion of a fold purposefully breaks up the text portion. With the fold line, pre-drawn pathways can also make navigation simpler.
The ATF region of a web page can be created based on the page’s purpose and the primary search intent of its visitors. Users seeking jogging bikes may be shown photographs and pricing of the most popular models, along with a “add to cart” button.
It is important to include a calculator in the upper portion of your page for readers interested in “credit interest calculation,” as well as those curious about “how credit interest is computed.” You may also want to include some text-based content on the website that is easy to navigate.

The meaningfulness of ATF in advertising

In order to be effective, an advertisement needs to grab the reader’s attention. An advertiser’s goal is to have their advertisements appear on top of the fold, where they have greater chances to be viewed and clicked on.

Alisha is a Technology Writer and Marketing Manager at GeoEdge. Her writing focuses on current events in the AdTech ecosystem and cyberattacks served through the digital advertising supply chain. You can find Alisha on LinkedIn to discuss brand building and happenings in AdTech.

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