OVERVIEW
What Is a Media Buyer?
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.
Because they often work together, sometimes people use the terms “media buyer” and “media planner” 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.
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.
- 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.
Step 1: Pursue a bachelor’s degree: Most employers will require you to have a bachelor's degree in marketing, advertising, communications, or another similar field.
Step 2: Gain experience: 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: Certifications are always a great way to show you’re 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: If you have your sights set on a senior media buyer position, earning a master's degree in marketing or an MBA can help increase your knowledge, build your skills, and boost your resume.
Best Degrees for a Media Buyer
Business
Marketing – B.S. Business Administration
For those who want to lead brands and steer consumer markets:...
For those who want to lead brands and steer consumer markets:
- Time: 60% of graduates finish within 19 months.
- Tuition: $3,755 per 6-month term.
- Courses: 41 total courses in this program.
Skills for your résumé you will learn in this program include:
- Communication
- Marketing
- Sales
- Management
- Project Management
- Product Management
Marketing is a creative and exciting field—and 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: Graduates can finish in 12 months
- Tuition: $4,755 per 6-month term
- Courses: 11 total courses in this program
Skills for your résumé you will learn in this program include:
- 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—and our MBA grads tell us they loved accelerating their program to see a faster ROI.
Business
Marketing – 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: 61% of graduates finish WGU master's programs in 18 months
- Tuition: $4,530 per 6-month term
- Courses: 10 total courses in this program
- Specialization: Students choose from two specializations to focus their marketing studies on digital marketing or marketing analytics
Skills for your résumé 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.
How Much Does a Media Buyer Make?
$74,000
The national average salary for media buyers is about $74,000, but with certifications and experience, they can make up to $98,000.
Location can also impact how much you make as a media buyer. According to a 2022 report by Zippia, 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 increase by 6%, 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:
- Media savvy. You should be familiar with media buying, planning, and research, as well as the latest media trends.
- Negotiation skills. You’ll often need to negotiate with advertising sales agents to ensure the most cost-effective deal structures.
- Research skills. 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. You must be tuned in to what’s going on in the world of technological innovation so you’re aware of apps or features that may impact your ad’s performance.
- Digital ad experience. You should be comfortable working on platforms such as Facebook Ads Manager, Google Ads, LinkedIn Campaign Manager, and other media platforms.
Our Online University Degree Programs Start on the First of Every Month, All Year Long
No need to wait for spring or fall semester. It's back-to-school time at WGU year-round. Get started by talking to an Enrollment Counselor today, and you'll be on your way to realizing your dream of a bachelor's or master's degree—sooner than you might think!
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