anunciante

Anunciante is a term used in Portuguese-speaking advertising to denote the client who finances and commissions campaigns. The anunciante can be a company, organization, government body, or individual that owns the brand or product and seeks to promote it.

The advertiser sets campaign objectives, identifies the target audience, defines the message, allocates budget, and provides approvals. The anunciante often forms a brief for agencies and controls the creative and media decisions; final sign-off rests with the advertiser.

In the typical marketing ecosystem, the anunciante may work with an advertising agency or manage marketing in-house. The agency handles creative development, media planning and buying, and measurement under contract with the anunciante. Media channels (television, print, online, social, out-of-home) are purchased to reach the intended audience. The advertiser bears the cost and bears accountability for campaign outcomes, including reach, engagement, and sales.

In digital advertising, anunciante roles include selecting targets, setting bidding and budgeting on platforms, implementing tracking, and evaluating attribution. Privacy and data protection laws influence how data is collected and used.

Etymology: from anunciar (to announce). In Brazilian and European Portuguese, anunciante commonly refers to the client brand or organization funding the campaign.