Whether or not the various elements in the proposed ad match the intended message is measured when an advertiser assesses an advertisement's impact through pretesting.
Who is an Advertiser?
- An advertiser is the entity on the buying side of the mobile marketing ecosystem. In the context of mobile advertising, the advertiser is often an app or brand looking to spread a specific message about their product (for example, new user acquisition and retargeting campaigns).
- Advertisers buy ad space from mobile publishers and ad networks, who help them communicate their message to users who would be interested in hearing that message.
- For example, a gaming app (the advertiser) will purchase space from an ad network, who then shares advertisements for a promotional offer for that game. The success of that campaign can then be measured by metrics such as Cost per Install (CPI) and Return on Advertising Spend (ROAS).
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