Who is Media Buyer? Role of Media Buyer Explained

After the media is approved the media buyer should manage all the technicalities of posting the advertisement and ensure it reaches the target audience. They are also responsible for ensuring that the budget does not exceed the budget for the advertising either while preparing the ad or while placing the ad on the website. They ensure that the advertisement reaches the maximum number of the target audience and is within budget. Media buying is the process of purchasing ad placements across channels like TV, radio, digital, or outdoor media to promote a product or service. Whether it’s https://wizardsdev.com/en/news/how-to-create-wp-site-for-beginners/ an ad on YouTube, a sponsored Instagram Story, or a highway billboard, media buying is the strategic process of acquiring media space to deliver a marketing message.

Media Buyer Job Descriptions

This guide delves into what a media buyer does, their potential earnings, and how agencies can hire the right media buyer to drive success for their clients. With Similarweb Full stack developer skills Outgoing Traffic insights, media buyers can compare multiple publishers’ traffic metrics and understand which ones send traffic to their competitors (and which ones perform best). With Similarweb Digital Marketing Intelligence, media buyers can also dig into the data of publishers and their competitors. Media planners and buyers alike need to evaluate networks and publishers’ activities for their preferences.

Ready to ship more winning ads?

Whether you’re using a DSP or coordinating direct deals, you’ll need to specify your campaign parameters. Now is the time to think about types of ads, where you’ll run them, and how much money you want to dedicate to various channels. A recent example of how quickly these shifts can occur came with the rollout of Apple’s AppTrackingTransparency (ATT) in 2021. At the time, it wasn’t clear how opting out of tracking would impact targeting and conversions. However, in small and medium-sized businesses (SMBs), the job may be done by the same person or team. According to Glassdoor, the annual total pay for a media buyer in the United States is $77,601, with an average salary of $58,222.

Media Buying: Essential Guide

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. When I started asking around about media buying, I had no idea of the vast world I Media Buyer job was jumping into. What I thought was a simple question about how it’s done turned out to be… complicated.

• Besides the certification courses mentioned prior, there are platform-specific courses available to further enhance media buying skills.
• From the first pitch to ongoing advertising campaigns, your media planner will continually provide the best media plans for your brand.
• Brand safety is also a top priority to ensure ads don’t appear in risky or unsuitable environments.
• Planning for the next day or upcoming campaigns also occurs during this phase.

Remember, even with these less intrusive ad formats, some users may still block them with ad-blocking software. But if you choose the right kind of ads, you’ll have a better chance of getting through to your audience and avoiding the dreaded ad-blocker. It allows more efficient use of ad spend, as bids are adjusted on a per-impression basis to maximize the likelihood of conversion while minimizing cost.

• These three parties are the demand-side platform (DSP), the ad network, and the supply-side platform (SSP).
• Although media buying may seem complex, it’s actually an opportunity for brands to be inventive, creative, and dynamic.
• However, the media strategy and advertising creative must be native to the platform.
• Sometimes the term RTB, which stands for Real-Time-Bidding is used instead of programmatic advertising.
• As businesses increasingly rely on targeted advertising to reach their audiences, the role of media buyers has become more critical.
• This post was co-authored by Amelia Leib, who was Condé Nast’s Media Strategy Director for nine years and started her career as a media buyer at LVMH.

Develop a deep understanding of your target audience

The challenge with this approach is the ever-increasing complexity of the media landscape. It’s hard to source fresh ideas and the best placements using only manual search methods. Even when insertion orders are used in digital advertising – as with direct site buys or programmatic direct – the role of Media Buying is often performed by the same person doing the Media Planning.