What is the term for creative content that appears behind a webpage's content and leads to high engagement?

The term for creative content that appears behind a webpage's content and leads to high engagement is known as "Site Skin." This type of advertising is designed to wrap around the main content of a webpage, effectively becoming part of the site's background. By doing so, it captures the viewer's attention more effectively than standard banner ads, as it is visually integrated into the overall design of the page. This immersive approach tends to enhance user engagement and creates a memorable experience for the audience.

In contrast, interstitials are ads that appear between content pages, often requiring user interaction to proceed. Rich media encompasses multimedia content that can be interactive or animated but doesn’t specifically refer to placement behind the main webpage content. Overlays generally refer to advertisements that appear on top of the existing content, rather than behind it. Therefore, "Site Skin" is the most accurate term for this specific type of advertising strategy that maximizes visibility and engagement.