Mobile Ad VIEWABILITY-ATF OR BTF?

In 2013, when Viewable impressions started its perfect journey, Advertisers became more active in online advertising. Technologies are changing and we are now in a middle of a mobile technology journey. Already we discovered that our next big plan must need mobile advertising strategy. Brads can gain their ultimate goal by engaging with mobile ad technology. In my point of view, mobile ad technology is more frequently changing than others. So, all you need here is a perfect strategy because consumer now has thousands of way to ignore your brand.

It's smartphone which is changing everything in our daily life! We are dependable on it for every single activity, so it's the advertiser's strategy to hold the targeted users in a single place till he eats the outcome.

Viewable impressions are the first demand of an advertiser but are they aware of ATF or BTF on the mobile device depending on the context!

Creative is your message and you should know the art of delivering that message. Yes, It's advertising which is your art to deliver your proper message to the proper person in proper time. but the question is, are your audiences viewing the message you delivered? unless they view your message there is no meaning to advertise. So, only serving an ad is not enough for a successful campaign, we need to ensure that it’s being viewed by the customers.

In Digital Advertising world, not everything is possible but possible! sounds tricky right? No worries, we are here in 2018 and you don't need to worry about anything as technology is growing more than your pace.

Viewability

In mobile Web or App, Served impressions are viewable impressions when they are actually viewable. Now, with the help of technology publisher can tell advertisers when, where ads will appear and can provide proof of a campaign’s viewability. Measurement of viewable impressions requires special technology and is based on certain measurement parameters. So, only serving impression is not enough nowadays in advertising strategy but need viewability guarantee. for this advertisers have to pay a premium cost, but this is most important for an advertiser to visible in the viewable part of the digital ad space.

Viewability comes into play with certain criteria like-

• Viewable space of the browser window,
• On an Active/in-focus browser tab
• Percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser.

Why ensure viewability?

The IAB reported that 54% of all online advertising is not seen by users. Can you imagine this thing! You are paying for your ad but this is not viewing by the users! below are some issue why the advertisers should pay only for viewable impressions-

• Many times the ad is loaded out of sight of the user since the user does not scroll the page
• The ad does not load in time due to slow bandwidth or network issues
• The announcement has plugins that the user does not have
• Due to use Ad blockers by users

Measuring the viewability of ads - CPMV( Cost per mille viewable ads)

According to MRC guidelines, the standard for measuring the viewability of ads are as follows:

• A display ad is counted as viewable when at least 50% of its area is visible on the screen for at least 1 second. 
• Note: For large display ads of 242,500 pixels or more, the ad is counted as viewable when at least 30% of it’s area is visible for at least 1 second.
• A video ad is counted as viewable when at least 50% of its area is visible on the screen while the video is playing for at least 2 seconds.

So finally we can say, it's the viewability impression which can protect you from wasting your dollars.

ATF & BTF

ATF and BTF, both are the most important factor for the mobile ads. So what are these things

Above The Fold (ATF) - When website loads on your mobile browser and the first screen you see without scrolling down is ATF. Sometimes Advertisers will give direction to the percentage of an ad that must be visible to be considered ATF.

Below The Fold (BTF) - When website loads on your mobile browser and you scroll down to the initial screen image is BTF. It means once webpage loads, you go down for rest of the content of that page. Various screen sizes will impact the percentage of an ad that falls below the fold.