OVERVIEW
What Is a Media Buyer?
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Television, print, radio, film, social media, and the internet are all key platforms through which products and services are publicized and sold. Media buyers are experts on these platforms. They know which channels get the best engagement and stay up-to-date on how events or seasons might affect ad placement and cost. Media buyers use this knowledge to negotiate with sales managers to get the best advertising spots while sticking to a strict budget.听
Because they often work together, sometimes people use the terms 鈥渕edia buyer鈥� and 鈥渕edia planner鈥� interchangeably. However, their roles are very different. To put it simply, media planners develop a placement strategy and then media buyers buy and place the ads based on that strategy.
RESPONSIBILITIES
What Does a Media Buyer Do?
Media buyers do much more than just purchase ad space. They build strong relationships with media channels to get the best media slots with the biggest reach to increase conversions and maximize ROI. Once an ad campaign is launched, media buyers track its performance metrics to make sure it's meeting campaign goals.听
To give you a better idea of what your day-to-day might look like as a media buyer, below are some of the general responsibilities you can expect to have in this role.
- Define, measure, and evaluate relevant media key performance indicators (KPIs).
- Identify target audiences.
- Compare and negotiate rates, ad space, and airtime.
- Oversee and manage paid media budgets.
- Experiment with new platforms and channels.
- Ensure ads are creative and displayed appropriately.
- Monitor costs and return on investment (ROI).
- Use web analytics tools to monitor digital campaigns.
- Experiment with new platforms and channels.听
- Optimize plans and budgets according to the best media mix.
EDUCATION & BEST DEGREES
How Do I Become a Media Buyer?
Below are some common steps you can take to become a media buyer.听
Step 1: Pursue a bachelor鈥檚 degree:听Most employers will require you to have a听bachelor's degree in marketing, advertising, communications, or another similar field.
Step 2: Gain experience:听You can do this by applying for internships or entry-level positions with a marketing agency or practicing with tools like Facebook Ads Manager, Google Ads, etc., on your own.
Step 3: Earn certifications:听Certifications are always a great way to show you鈥檙e serious about growing in your role. Some of the most common certifications for media buyers include the Certified Internet Marketer (CIM) and Professional Certified Marketer (PCM).
Step 4: Consider a master's in marketing or an MBA:听If you have your sights set on a senior media buyer position, earning a听master's degree in marketing听or an听MBA听can help increase your knowledge, build your skills, and boost your resume.听
Best Degrees for a Media Buyer
Business
Marketing 鈥� B.S.
For those who want to lead brands and steer consumer markets:...
For those who want to lead brands and steer consumer markets:
- Time: 60%听of graduates finish within 19 months.
- Tuition:听$3,755 per 6-month term.
- Courses: 37 total courses in this program.
Skills for your r茅sum茅 you will learn in this program include:听
- Communication
- Marketing
- Sales
- Management
- Project Management
- Product Management
Marketing is a creative and exciting field鈥攁nd one where an undergraduate degree will open better opportunities.
Business
Master of Business Administration
The flexible MBA program you need, focused on business management,...
The flexible MBA program you need, focused on business management, strategy, and leading teams:
- Time:听Graduates can finish in 12 months
- Tuition:听$4,755 per 6-month term
- Courses: 11 total courses in this program
Skills for your r茅sum茅 you will learn in this program include:听
- Leadership strategies
- Talent management
- Communication
- Data collection and interpretation
- Financial statements
Our competency-based model gives you an innovative learning experience you won't find anywhere else鈥攁nd our MBA grads tell us they loved accelerating their program to see a faster ROI.
Business
Marketing 鈥� M.S.
Two online marketing master's degree options with a focus on either...
Two online marketing master's degree options with a focus on either digital marketing or marketing analytics.
- Time:听61%听of graduates finish 黑料传送门 master's programs in 18 months
- Tuition:听$4,755 per 6-month term
- Courses:听10 total courses in this program
- Specialization:听Students choose from two specializations to focus their marketing studies on digital marketing or marketing analytics
Skills for your r茅sum茅 that you will learn in this program:
- Management
- Strategic Planning
- Digital Marketing Analytics
- Presentations
- Market Research
- Communications
A marketing master's degree will help you prepare for a wide range of exciting marketing careers.
Business
Communications 鈥� B.S.
An online communications program designed for students who want real-world...
An online communications program designed for students who want real-world skills for a variety of industries.
- Time:听60% of students finish similar programs in 19 months.
- Tuition:听$3,755 per 6-month term
- Courses:听38 total courses in this program
Skills for your r茅sum茅 you will learn in this program:
- Strategic Communications
- Crisis Communication
- Content Creation
- Value-Based Leadership
- Project Management
This degree prepares you with relevant industry skills and experience that will help you move forward in your career.
How Much Does a Media Buyer Make?
$74,000
The national average salary for media buyers is about听, but with certifications and experience, they can make up to听.听
Location can also impact how much you make as a media buyer. According to a听, media buyers make the most in Vermont, Massachusetts, New Jersey, Washington, and Mississippi.
What Is the Projected Job Growth?
6%
While the U.S. Bureau of Labor Statistics doesn't provide a job outlook for media buyers, the projected employment for all media and communication occupations is expected to听, or 68,600 new jobs, from 2021 to 2031.
SKILLS
What Skills Does a Media Buyer Need?
Finding success as a media buyer requires excellent communication, networking, and critical thinking skills, as well as the following:听
- Media savvy.听You should be familiar with media buying, planning, and research, as well as the latest media trends.
- Negotiation skills.听You鈥檒l often need to negotiate with advertising sales agents to ensure the most cost-effective deal structures.
- Research skills.听Media buyers conduct marketing research and analyze demographics to identify target audiences and optimize plans and budgets according to the best media mix.
- Tech savvy.听You must be tuned in to what鈥檚 going on in the world of technological innovation so you鈥檙e aware of apps or features that may impact your ad鈥檚 performance.
- Digital ad experience.听You should be comfortable working on platforms such as Facebook Ads Manager, Google Ads, LinkedIn Campaign Manager, and other media platforms.听听
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