Understanding the Role of a Mobile App Advertiser in Digital Marketing
When crafting and releasing an advertisement, numerous elements must align, and a vital participant in this process is the advertiser. So, let’s get to know advertisers in better detail, and understand how they differ from the other entities.
Who is an Advertiser?
An advertiser is a brand that wishes to promote its offerings or a specific campaign to its target audience. In the mobile marketing context, advertisers buy inventory that is available to display their ads there to make the ads reachable to a wide audience. This inventory is bought from publishers or networks that act as middlemen between advertisers and publishers.
This includes banner spaces and even interstitial ads, which are more common in the case of games. The publisher earns revenue from the advertiser based on the way the audience engages with the ads, based on predetermined metrics chosen by the advertiser when designing mobile advertising campaigns. These may be cost per install (CPI), cost per click (CPC), cost per mille (CPM), or cost per action (CPA) with the action determined by the advertiser.
Differentiating between an Advertiser and a Publisher
The easiest way to distinguish between who is advertiser and who is a publisher is to understand their roles – an advertiser advertises while the publisher publishes. An advertiser can be any brand that has an offering, such as a product or service, they want to sell. The publisher, on the other hand, is the platform where you see the ad created by the advertiser to promote their offering. An advertiser example would be the sponsored posts for clothing and interior decor items seen on Instagram. In this scenario, the brand selling these items is the advertiser while the platform Instagram is the publisher.
But, it is also crucial to remember that the advertiser need not always be different from the publisher. If a publishing platform also has offerings that it needs to sell, then it can create its own ads and publish them on its own app. This makes the brand both the advertiser and the publisher.
Difference between Advertisers and Mobile Advertising Companies or Agencies
While the difference between an advertiser and a publisher is clear, the difference between what is advertiser and what is an advertising agency may need a little explanation. The simplest definition of advertising agency is a company that has specialized knowledge of ads. These agencies are most often hired by advertisers to create ads for their offerings and develop a strategy for them to reach the target audience.
By using their specialized knowledge, agencies can help create ad campaigns not only for mobile apps, but also for websites, digital media, print media, and much more. This knowledge can ultimately help advertisers create better ads that achieve better results in terms of the metrics chosen when publishing the ad, such as CPI or CPC.
In Conclusion
Advertisers are the entities that give meaning to the entire mobile marketing or digital marketing space, as they provide the very content that needs to be advertised. So, with the help of knowledgeable advertising agencies and getting their ads on the ad spaces of the most relevant publishers, advertisers can promote their offerings effectively.