What is a media buyer?
A media buyer is a professional who works to procure media inventory on behalf of clients. Their role is to find the most cost-effective and appropriate media channels for clients’ advertisements to reach their target audience. They have a deep understanding of various media channels, such as digital, print, television, radio, and outdoor, and use it to negotiate costs and make strategic decisions on when and where advertisements should appear.
Their role is to drive maximum value from advertising budgets. By selecting the best possible advertising options, they enable their clients to reach a wider audience, increase their brand’s visibility, and potentially influence product sales or service use. They also ensure efficient use of advertising budgets by choosing platforms that offer the best return on investment.
Duties and responsibilities
The media buyer’s primary responsibility is to research, negotiate for, and buy media spaces. They look into the advertising costs, audience demographics, and ratings of different media channels to determine the best platforms for their clients’ ads. Buyers also attend sales presentations and media-marketing meetings to stay up-to-date with new media opportunities and trends, providing them with many options for their clients.
These professionals also develop relationships with media sales representatives as part of their job. By doing so, they can negotiate better deals and ensure their clients get the best placements at the most competitive costs. Once ads are live, they track their performance closely. This involves monitoring analytics and other metrics to gauge the effectiveness of the media buy and making necessary adjustments to maximize returns.
Most media buyers work in an office, at an advertising agency or within a corporate marketing department. The work atmosphere can be highly fast-paced due to the nature of advertising campaigns and their respective deadlines. While the job can be demanding, it can also offer considerable rewards, such as the satisfaction of seeing an effective ad campaign come to life. Part of their time may be spent meeting with clients, attending presentations, or networking with media sales representatives, which could involve occasional travel.
Typical work hours
Media buyers typically work full-time, Monday to Friday, during normal business hours, although this can vary depending on campaign deadlines or client needs. Due to the nature of the advertising industry, there may be times when overtime is necessary to meet project deadlines or to attend networking events. Some on-call work may also be necessary, particularly when campaigns are running, to troubleshoot issues or change advertising placements as needed.
How to become a media buyer
This career guide section outlines the process of becoming a media buyer. The primary steps include education, obtaining relevant industry experience, certification, and building a strong professional network.
Step 1: Obtain a bachelor’s degree
The first step typically involves earning a bachelor’s degree. Most employers prefer candidates with a degree in marketing, business, or a related field. These programs equip students with critical skills in advertising, consumer behavior, market research, and strategic communication.
Step 2: Gain practical experience
Securing an entry-level position or an internship in advertising or media planning can be a springboard toward a successful media buyer career. Participating in these roles will provide hands-on experience with media selection, negotiation, and purchasing. It offers an opportunity to understand the intricacies of the media industry and develop solid relationships with media representatives.
Step 3: Attain certification
Although not a mandatory requirement, obtaining a certification in a related field can enhance your job prospects. Several organizations, such as Google and Facebook, offer certifications in online ad buying. Certifications like Certified Media Planner (CMP) can further boost your credibility and make you more attractive to potential employers.
Step 4: Build a professional network
Building a professional network is an instrumental part of a successful media buying career. Attending industry conferences, joining professional organizations, or participating in networking events can help you connect with other media professionals. These contacts can be invaluable in learning about job openings and industry trends and getting advice and mentorship.
Step 5: Continually upgrade your skills
The media landscape is dynamic and constantly evolving. To stay competitive, it’s important to keep up-to-date with emerging trends and advancements in the industry. This includes understanding changes in media consumption habits, technological advancements, and evolving industry regulations. Regularly participating in professional development courses and workshops can help keep your skills current.
Step 6: Apply for jobs
After acquiring the necessary education, experience, and skills, the final step is applying for media buyer positions. Tailor your resume and cover letter to highlight your experience and skills relevant to the job. Prepare thoroughly for interviews, showcasing your industry knowledge, negotiation skills, and ability to analyze and interpret media data.
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
Highest paying states
- New York: $78,300
- California: $77,430
- New Jersey: $76,900
- Massachusetts: $75,400
- Illinois: $73,350
Types of media buyers
Below, we explore common career types and areas of specialization for media buyers. This section brings a clear understanding of the different possible career paths one can take within the field of media buying.
Specialist media buyer
Specialists in this role often focus on particular media types such as television, digital, or print. This allows them to build expertise and depth of knowledge in their chosen media, which can lead to more strategic and effective purchasing decisions. They negotiate rates, analyze data, and monitor campaigns closely to ensure the best possible returns on investments.
Generalist media buyer
This role involves juggling multiple media types. Rather than specializing in a single medium, a generalist is responsible for buying across a range of platforms, including outdoor, radio, and even newer digital platforms such as social media. They draw on a broad media knowledge to achieve the client’s goals and objectives. They must be adept at project management, as they have to balance diverse campaigns simultaneously.
Independent media buyer
Independents work on a freelance or contract basis. They usually have gained significant experience within an agency or as an in-house media buyer before branching out. Independence gives them the flexibility to work with diverse clients across industries and the autonomy to choose engagements that are most interesting or profitable. Strong entrepreneurship and networking skills are essential in this role.
In-house media buyer
These professionals work directly for companies or organizations rather than for an external agency. As part of an internal team, they are deeply involved in crafting and executing advertising strategies. Working in-house involves a more intimate understanding of the business model and brand, allowing for more closely aligned media buying strategies.
International media buyer
International media buyers are tasked with purchasing media space for campaigns that cross national borders. This requires proficiency in handling cultural nuances, laws and regulations, and the media landscape of different countries. Often bilingual or multilingual, these professionals must also be adept at handling currency conversions, time differences, and international business relations.
Top skills for media buyers
This career guide section outlines the skills and abilities that will help you find success as a media buyer.
One of the crucial aspects of buying media space and time is negotiation. The ability to strategize and effectively discuss with media companies to secure the best prices and spaces is invaluable. These conversations often require a balance between firmness and diplomacy – pushing for the best deal without damaging business relations.
Role success demands a high degree of analytical abilities. You’ll need to interpret a wide array of data about media consumption, audience engagement, and campaign performance. With this information, you can decide which media channels offer the best return on investment.
Whether it’s internal communication within a team or interaction with clients and media outlets, your ability to communicate effectively plays a crucial role. Clear and compelling communication helps to align everyone’s expectations and ensures that all parties are on the same page about the objectives of a media buying campaign.
Understanding of media landscape
Having a solid understanding of the media landscape is essential for making informed decisions about where to allocate ad budgets. This includes understanding various media outlets, audiences, ad formats, and industry trends. Recognizing which platforms align best with the target audience will result in successful campaigns and effective use of advertising dollars. It’s a continuous learning process as the landscape constantly evolves.
Attention to detail
Overlooking minor details could potentially result in major mishaps in this line of work. Whether it’s closely reading an ad contract, checking ad placements, or analyzing performance reports, an eye for detail is necessary to avoid errors and ensure that advertising efforts are progressively advantageous.
Media buyer career path options
An individual who has begun their career as a media buyer has many opportunities for advancement in the advertising and media industry. How far they take their career is often defined by the level of dedication, expertise, and success they display in their roles. The nature of this job exposes an individual to various aspects of the industry, thereby creating an expansive network and enriching the practitioner’s knowledge about market trends, media platforms, negotiation skills, and strategic planning.
After acquiring the basic skills and gaining some experience, buyers may look to advance to a media supervisor position. Here, they get the chance to manage junior media buyers. They make critical decisions about the media that their organization purchases and have a direct impact on the advertisements their audiences see.
With further experience, the media supervisor can progress to the media director role. As a director, their tasks generally include controlling and overseeing the entire media department of a company. They also work closely with clients to develop media strategies that align with their targeted marketing goals. They hold a significant voice in all decision-making processes related to media purchases.
Ultimately, those who demonstrate excellence and leadership as a media director may eventually move into an executive role, such as a media director of an agency or a vice president of media services. The responsibilities at these levels extend beyond routine operations, primarily focusing on making strategic decisions that chart the way forward for the organization. These are the highest levels the profession has to offer, and they come with the potential for considerable success and job satisfaction for those who are exceptionally skilled and dedicated to their work.
Similar job titles
Position trends and outlook for media buyers
The media buyer job market has evolved significantly over the years, largely driven by advancements in technology. As more consumers shift to digital platforms, these professionals must strategically purchase digital advertising spaces, which was not necessarily the case a decade ago. Knowledge in data analysis has become pivotal in this career field, allowing experts to measure the effectiveness of their digital ads, optimize them for improved results, or identify areas that require adjustments. As a result, analytics skills have become integral for those pursuing this career.
Another noticeable trend seen among buyers is the increased use of programmatic buying. This automated method of buying, placing, and optimizing media inventory via a bidding system creates efficient and cost-effective strategies. Today, professionals must be well-versed in this approach since more companies have started leveraging this technology to streamline processes and reduce costs.
According to the latest US Bureau of Labor Statistics projections, occupations related to advertising, promotions, and marketing (which include media buyers) are expected to grow by about 10% through 2031. This growth rate is faster than the average for all occupations. The increasing demand for digital media platforms continues to drive growth in this profession.
Media buyer career tips
Master the art of negotiation
Successful buyers often have sharp negotiation skills. It allows them to get the best prices and placements for their company’s advertisements. Strengthen your negotiation abilities by attending workshops or taking online courses that focus on this skill.
Understand different media platforms
Given the diverse range of media platforms available today, you should strive to understand each platform’s strengths and weaknesses. By doing so, you can optimize the distribution of your advertisements for maximum effectiveness.
Keep up with industry trends
Staying in tune with industry trends is essential. Practice regularly reading industry blogs, newsletters, and reports. Attend seminars and conferences when possible. This will keep you in touch with new media spaces, emerging platforms, and evolving consumer behaviors.
Build a professional network
Having a good network can help you learn about new opportunities and industry trends and can also help when needing a second opinion on complex issues. To build a professional network:
- Join industry-specific associations such as the National Association of Media Buyers (NAMB) and the American Marketing Association (AMA)
- Participate in industry-specific networking events and trade shows
- Engage in online discussions on platforms such as LinkedIn and industry-specific forums
Pursue continuous learning
With the constant evolution of media spaces and technologies, it’s crucial to remain a lifelong learner. Here are some suggestions for continuous learning:
- Enroll in webinars or online courses related to media buying and new digital platforms
- Attend industry conferences and workshops which often reveal upcoming trends and developments
- Consider acquiring certifications such as the Interactive Advertising Bureau’s (IAB) Digital Media Buying and Planning Certification
Where the media buyer jobs are
- Publicis Media
- New York
Top job sites
- Media Bistro
- Simply Hired
What skills are required to be successful in the media buying field?
A media buyer should possess excellent negotiation and interpersonal skills, as getting the best rates for media placements is a key part of the job. Additionally, strong analytical abilities, understanding of target audiences, and familiarity with various media platforms are essential. Proficiency with data analysis tools and software is also beneficial.
Do I need a specific degree to become a media buyer?
While some people in this role have degrees in marketing or advertising, it’s not always required. However, coursework in communications, marketing, advertising, and business can provide beneficial background knowledge. Some buyers even have media studies or journalism degrees. What’s most important is gaining relevant experience and demonstrating the necessary skills.
Is media buying a high-stress job?
Media buying can be high-pressure, especially when working on large campaigns with substantial advertising budgets. Balancing multiple tasks, meeting tight deadlines, and executing successful campaigns can create stress. However, many professionals find the work rewarding and thrive in the fast-paced environment.
What is a typical day for a media buyer?
A typical day may include researching media buying opportunities, negotiating contracts, tracking spending, and monitoring the effectiveness of various advertising platforms. It also involves frequent communication with media representatives and clients. The role requires a good balance of creative thinking when selecting channels and precise analytical skills when assessing campaigns.
What types of media does a media buyer purchase?
This job involves purchasing a variety of media types. These could include traditional formats like television spots, radio ads, newspapers, and magazine spaces, or digital media like online banner ads, social media ad space, and sponsored content. It all depends on the client’s target market and the specific campaign goals.
Are there certain industries where media buying is more prevalent?
Media buying is a critical function in industries that invest significantly in advertising campaigns. This includes retail, consumer goods, entertainment, automotive, and pharmaceuticals, to name a few. However, any industry that depends on reaching a broad audience can benefit from the expertise of someone in this role.
What are the career growth opportunities in the field of media buying?
With experience, a media buyer can advance to become a media director or media manager. In these roles, they oversee all media purchasing decisions and develop overall media strategies. Some professionals eventually become account executives, dealing directly with clients and guiding advertising strategies on a broader level.
Can I work as a media buyer if I am not based in a major city?
While many media buyers are based in major cities with large advertising markets, location isn’t always a barrier to this career. With digital media playing an ever-increasing role in advertising, opportunities for remote work have expanded. It’s completely feasible for buyers to work effectively from smaller cities or towns.
How has digital marketing impacted the role of a media buyer?
Digital marketing has created new media channels and analytics tools, transforming the role. Now, buyers must have a strong understanding of digital platforms, search engine marketing, social media, and online trends. They also use sophisticated software to track campaign success and adjust buying strategies based on real-time metrics.
Is there any required certification to become a media buyer?
There is no specific professional certification required to become a media buyer. However, employers might prefer candidates certified in certain digital advertising platforms or analytics tools. Google Ads and Facebook BluePrint offer certifications that can be beneficial in showcasing your digital advertising skills.