Glossary A–ZLetter A
Advertiser
An advertiser is the company or organisation that promotes its products, services or causes and pays for the advertising.
It commissions the design of the creatives and books advertising time itself or through a media agency. Public authorities and associations can also be advertisers.
On screen networks, the range extends from a large brand manufacturer with a nationwide campaign to a car dealer who books only the screens in its own town. Smaller advertisers often book directly with the network operator, larger ones through agencies or platforms. The advertiser supplies the creatives and receives a play report at the end.
Before the booking, operators should clarify whether the advertiser is answerable for the content and rights of the creatives, which deadlines apply and how outages are compensated. Some networks refuse certain sectors or topics as a matter of principle; this should be known in advance. The advertiser and the invoice recipient can differ if an agency books in its own name.