Case: removing the above-fold ad LOST money
Myth-buster. Photography blog, n=1, 28d. Theory said a clean first screen lifts engagement enough to win. It didn't.
With above-fold ad RPM $12.80 ▮▮▮▮▮ | pages/sess 2.4
No above-fold ad RPM $9.60 ▮▮▮▮ | pages/sess 2.5
The above-fold slot was their highest-viewability, highest-CPM unit. The tiny page-depth gain (+0.1) nowhere near replaced the lost premium impression.
So what: don't kill your best-viewability slot for a cosmetic win. ▼25%
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Case: removing the above-fold ad LOST money
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