What is meant by Advertiser?

Advertiser means a person or company that advertises a product, service, or event

 

To understand more about advertisers. Let’s cover some basic concepts

Lets cover this with an example.

Someone has an idea of an Online store.
They developed that idea and created a product called as website
To make a business out of it with the product, they need a Company
So company is an Organization which consists of People, Process and Technology
If you take any company that falls under one industry, in this case it is e-commerce
Industry refers to combination of these companies which works on same line of business

Let’s discuss all these one by one

 

INDUSTRY

As already said, it is a group of Organizations dealing with similar business
It covers the companies

For example, Volkswagen is a company where it belongs to Automotive Industry
Unilever is a company it belongs to Consumer Goods industry

Industry is a line of Production Activity

Any number of people or companies can start an industry

 

COMPANY

So, what about the Company ?

It is made up of people who work with you

It is an organisation dealing in particular type of business or many vertices
It just like an Artificial person in the eyes of law

As discussed, Volkswagen is a company whereas Automotive is an industry
Unilever is a company and it comes under Consumer Goods industry

PRODUCT

So what is Product here ?

It can be defined as an object or system made available for consumer use as per wiki

Any goods, services, or idea can be called as product in the market

It is sold to consumer in exchange for money

Every product has its own identity, size, color, brand name, Shape, packaging, Features and Price

A product always exist to fulfill customer needs

One of Products of Volkswagen are Automobiles
Personal care is one of the product for unilever

Adding to previous points, a single product may have the same features and Benefits. Based on this there exists a competition between brands where consumers decide which one to choose

A Product can be placed at the center of marketing Program

Products plays Major role in determining overall success of marketing efforts

BRAND

Now let’s understand what exactly Brand means

A Brand consists of Name, symbol, Design, Slogan and Logo

Brand helps to distinguish from other products and services and make product unique from others

Brands have their own identity which reflect the Brand’s uniqueness with differentiation and value

One of the brand of Volkswagen is Audi and for Unilever one of the Brand is Dove

For example, Audi is an Automobile product, if you say about its features and other details, that means you are just knowing about this product. You can add something which helps to meet customers emotional needs. Brand is useful. Here Audi’s slogan is “Being Ahead through Technology” tell about it’s brand uniqueness and about how this product is better than others in the market

In simple words to understand, Companies makes the products and consumers make Brands

Brands are the assets of the company

Without a Product there is no need for a Brand

 

Advertisers are individual or have their companies, products, brands etc.

Advertisers are who Spends money to advertise their products to get other people to see them

Every Advertiser have their own Internal marketing departments but depends on how large or small advertiser is

Also advertisers use their in house or Agency services

Advertiser have marketing objectives with a mix at each stage of Purchase funnel

They focus on Return on Investment

The always likely to achieve goal and also Budget spend full in time

Example:

https://en.wikipedia.org/wiki/List_of_Amazon_brands

Don’t forget to mention your favorite brand!

 

Based on Various factors, Advertisers can be divided into Large Advertisers and small Advertisers

Large Advertisers

They have multiple Products and larger team in various sections

With various departments, Large advertisers can able to reach their products to a worldwide audience

They have a huge budget to spend on various media channels include Traditional and Digital

The Build an Audience worldwide at a large scale every year and always tried to maintain

They advertise their products online with multiple Media Formats

These advertisers maintain Direct relationships with Top Publishers for premium inventory

They can track and have the data to understand customers at Every Stage of the Purchase Funnel

Small Advertisers

Small Advertisers are more personal and have limited resources

They spend less budget when compared with large advertisers

Small advertiser use ad networks like Google Ads to reach an audience with their flexible budget

Unlike Large Advertisers, these advertisers use fewer media channels

Advertisers run campaigns with all the details in hand to reach their goals for that period of time.

They make advertisements ready for the campaign, along with that they choose media channels, Planned budget, fixed flight dates, defined targeting also with agreed rate to purchase the ad inventory

All these are to achieve a similar goal of the Advertiser

 

Let’s take an example of campaign details

Ads are banner ads with two sizes
Media channel is display advertising,
The budget is around 1M
Flight dates are May 1st to 10th
The targeted audience is related to Food, sports, for US region around 8 AM to 4 PM
Rate is $2 CPM

These are the various Ad formats available for advertising
Banner
Native Ads
Interstitial
Mobile
Video
Audio
Skin Ads
Connected TV
DOOH

Advertiser can target devices like
Desktop
Laptop
Mobile
Tablet
Connected TV
Voice Devices

Advertiser use various trackers such as
Impression Tracker
Clicks Tracker
Conversion Tracker
Floodlight pixels

Various targeting options available for Advertisers in Ad Tech platforms
APPS, CHANNELS, URLS
KEYWORD
CATEGORY
BRAND SAFETY
And many other
We shall discuss all these targeting options in detail in future videos

Advertisers can choose different pricing models like
CPM
CPC
vCPM
CPA
CPV
CPE
CPI

 

POSTa job in an organizationMore (Definitions, Synonyms, Translation)

 

By DWS

Online Advertising Professional, Aims to create a platform to fill the gap in Education System

Leave a Reply

Your email address will not be published. Required fields are marked *

error: Content is protected !!