Annoncører

Annoncører refers to advertisers—the entities or individuals that sponsor or purchase advertising in media to promote products, services, ideas, or causes. The advertiser is the client in the advertising process and can be a private company, a public authority, a nonprofit organization, or an individual.

In practice, annoncører may work with advertising agencies, media agencies, or manage campaigns directly. The advertiser defines campaign objectives, target audiences, budget, and the overall message. They approve creative concepts, brand guidelines, and the media plan; they review results and pay media costs and production expenses. Usually the advertiser coordinates with media owners—newspapers, magazines, radio, TV, and online platforms—to secure space or airtime, and with suppliers for production.

Campaigns can be traditional or digital. Traditional formats include print, broadcast, and outdoor, while digital channels cover search, display, social media, and video. In digital advertising, advertisers increasingly use programmatic buying and data-driven targeting, but the core function remains funding and guiding communications to influence perception and behavior.

Legally and ethically, advertisers are expected to comply with advertising standards and consumer protection rules, ensure truthful messaging, and disclose sponsorship or endorsements where required.