Study Finds ‘Viewability’ Matters In Search Too, Above-the-Fold Performs Above Average

July 24, 2012

At a time when the “viewability” of display ad impressions is taking center stage on Madison Avenue, a new report suggests it is equally significant for search advertising. The report, which is being released this morning by search engine optimization firm Conductor, concludes that “millions of dollars in brand value are lost when brands fall below the fold in search engine results.”

Not surprisingly, the study indicates that the most significant “brand lift” occurs when brands appear above the fold in universal search results

Read the full MediaPost article here