Oftentimes, we receive request from builders wanting to advertise “above the fold” for their banner campaign only. The fold is what’s visible first when the web page loads before a user scrolls down for more information. The belief is that the banner is the first thing consumers will see and that will increase the likelihood of action. Similar to running an ad on the inside cover or back page of magazine. It’s an understandable request and natural that advertisers would want the best position.

However, instead of worrying about placement, consider the actions users take when shopping listings. They’re scrolling through potentially hundreds of homes and communities, gathering information. As a result we’ve found that the content and offer of the ad by far outweighs the placement. Unlike, traditional media which interrupts a consumer’s experience with online banners, consumers are actively searching for information about a builder’s product. We’ve found that the banners closely embedded within the content perform best. It’s one reason we believe we see so much action with banners supporting a builder’s listing. It’s also a reason I’m a strong supporter of complementary creative, using each position to advertise a different aspect of the business.

On NewHomeSource banners perform relatively the same for each position in terms of CTR. It’s the creative and offer that will set you apart.

For more information on how you can take advantage of Display Advertising, contact Thane Tennison, Ad Operations Manager for NewHomeSource at 866-651-8866 or at ttennison@builderhomesite.com. You can also follow Thane on Twitter at @t_tennison