Media Buyer Career Guide

What is a media buyer?

A media buyer is someone who buys advertising space for their clients. Their job is to pick where and when ads should go to help clients get the most attention from their target audience. This could be on websites, in magazines, on TV, or even on big billboards.

Duties and responsibilities

• Keeping track of ads: Once the ads are up, they keep an eye on them to see how well they’re doing. If an ad isn’t working as hoped, they tweak it to try and get better results.
• Finding the best spots for ads: They look for the best places to put ads that won’t break the bank but still reach a lot of people. This involves a lot of research into where their audience hangs out and what catches their eye.
• Making deals: Media buyers talk to people who sell ad space. They try to get the best prices and spots for their clients’ ads.

Work environment

Most media buyers work in offices at advertising agencies or in the marketing departments of bigger companies. The job is busy and they might need to work extra hours to meet deadlines or attend meetings. They also travel a bit to meet clients or check out new advertising opportunities.

Typical work hours

Media buyers usually work from Monday to Friday during typical office hours. Sometimes, they might need to stay late or work on a weekend if there’s a big project deadline or a special event.

---

How to become a media buyer

Dreaming of a job where you choose where ads go, like on TV, in magazines, or online? Here’s how you can become a media buyer:

Step 1: Earn a bachelor’s degree

Start with a bachelor’s degree in marketing, business, or something similar. This will teach you about advertising, how people decide to buy things, and how to communicate your ideas.

Step 2: Gain some real experience

Try to land a starter job or an internship in advertising or media. This gives you a chance to work on real projects, learn how to choose and buy ad spaces, and start meeting people in the industry.

Step 3: Consider getting certified

It’s not always necessary, but having a certification, like those from Google or the Certified Media Planner (CMP), can make you stand out. These show you know your stuff about buying ads online and beyond.

Step 4: Network like a pro

Meet people who work in media by going to industry events, joining groups, and talking to others in the field. Networking can lead to tips about jobs and give you insider knowledge that’s super helpful.

Step 5: Keep learning

The world of media changes fast. Keep up by studying new trends and tech in advertising. This keeps you sharp and ready for changes in how we watch and interact with ads.

Step 6: Apply for jobs

Now you’re ready! Make sure your resume shines with your education, experience, and any special skills. Nail your interviews by showing you know the industry and can make great ad buys.

---

How much do media buyers make?

Media buyer salaries will vary by experience, industry, education, location, and organization size. The amount of digital advertising knowledge, negotiation skills, and the size of the media budget they are responsible for can significantly impact their compensation.

Highest paying industries

• Motion Picture and Video: $78,300
• Telecommunications: $75,620
• Management of Companies and Enterprises: $73,410
• Advertising and Public Relations: $72,000
• Broadcasting: $71,150

Browse media buyer salary data by market

---

Types of media buyers

Ever wondered what kinds of jobs you can do as a media buyer? Here are some cool paths you could take:

Specialist media buyer

Think of specialists like wizards in their favorite kind of media—be it TV, online, or magazines. They know all the tricks to buy the best ad spots in their chosen field, making sure those ads work hard to get good results.

Generalist media buyer

Generalists are the multitaskers of media buying. They deal with all sorts of ads, from billboards to radio and social media. They need to know a little about a lot, managing many types of ads all at once to meet their client’s goals.

Independent media buyer

Ready to be your own boss? Independent media buyers work for themselves. They pick their projects and often work with different companies. This job is perfect for someone who loves freedom and has strong business and people skills.

In-house media buyer

Some companies have their own media buyers to focus just on their ads. Working in-house means really getting to know one company’s style and needs, helping them craft ads that feel true to who they are.

International media buyer

If you love exploring cultures and speaking different languages, this could be for you. International media buyers handle ads that go out in multiple countries. They deal with everything from different time zones and languages to understanding what works in various places around the globe.

---

Top skills for media buyers

Being a media buyer is exciting, but it also requires some specific skills. Here’s what you need to be great at the job:

Negotiation skills

Being able to negotiate well is key. You need to talk to media companies to get good ad spaces at the best prices. This means being firm but fair, so you get what you want without upsetting anyone.

Analytical abilities

You have to be good at understanding data. You’ll have to look at numbers and trends to figure out which ads are working, where people are most likely to see them, and how to spend your budget wisely.

Communication skills

Talking clearly and effectively is crucial, whether you’re explaining plans to your team or discussing options with clients. Good communication helps keep everyone on track and makes sure there are no misunderstandings.

Understanding the media landscape

You should know a lot about different types of media, like TV, online, and radio, and what kinds of ads work best on each. This landscape changes all the time, so staying informed and ready to learn is part of the job.

Attention to detail

Small details can make or break a campaign. You need to be careful when checking contracts, placing ads, and looking over performance reports to make sure everything is correct and running smoothly.

---

Media buyer career path options

Starting as a media buyer opens up a world of possibilities in the advertising world. Your progress depends on how much effort you put in and how well you perform.

Starting out

When you first start, you’ll spend your time learning the basics: how to choose the right media for ads, how to negotiate prices, and how to track how well ads are doing. This job gives you a chance to meet lots of people in the industry and really understand the ins and outs of advertising.

Moving up to media supervisor

Once you’ve got some experience, you might become a media supervisor. This means you’re in charge of other media buyers. You’ll make important choices about what kind of media to buy and have a big impact on the success of your campaigns.

Becoming a media director

With more experience, you could become a media director. Directors manage the whole media department and work closely with clients to make sure the media strategies fit the clients’ goals. They play a big role in all the big decisions about media buying.

Reaching the top as an executive

The top spots, like being a media director of an agency or a vice president of media services, are for those who are truly excellent at their job. Here, you’re making big strategic decisions that shape the future of the company. It’s a big responsibility but also offers great rewards and satisfaction.

---

Similar job titles

• Marketing Assistant
• Marketing Coordinator
• Marketing Specialist
• Advertising Sales Representative
• Brand Ambassador
• Brand Manager
• Email Marketing Specialist

---

Position trends and outlook for media buyers

The job market for media buyers is changing fast, thanks to new tech. Here’s what you need to know about where things are heading:

• Going digital: More and more people are using the internet, so buyers are focusing on buying ad spaces online. Unlike before, being good at analyzing data is now a must.
• Automated buying: There’s also a big move toward programmatic buying—this is when computers help buy ad space quickly and cheaply through real-time bidding. It’s becoming super important to know how to use this tech, as it makes buying ads more streamlined and cost-effective.

Employment projections

Jobs for media buyers are expected to grow. The US Bureau of Labor Statistics thinks jobs in advertising and marketing will grow by about 10% through 2031. That’s faster than a lot of other jobs. This growth is mainly because more businesses want to advertise on digital platforms.

---

Media buyer career tips

Get good at negotiating

Negotiation is key in media buying. You need to secure the best spots for ads at the lowest prices. Consider improving your skills by taking courses or workshops focused on negotiation.

Learn about different media platforms

There are so many places to put ads these days, from social media to traditional TV. Understanding what each platform offers helps you place ads more effectively.

Stay updated on trends

The world of media is always changing. Keep up by reading blogs, watching webinars, and attending industry events. This helps you spot new advertising opportunities and understand what’s trending.

Build your network

Knowing the right people can make a big difference. Connect with other media buyers and industry experts by joining groups like the National Association of Media Buyers or the American Marketing Association. Attend trade shows and participate in online discussions to grow your contacts.

Never stop learning

Always look to learn more. With technology and media strategies constantly evolving, staying informed is crucial. Take part in webinars, go to conferences, and consider getting certifications like the Interactive Advertising Bureau’s Digital Media Buying and Planning Certification to keep your skills sharp.

---

FAQs