What is a Media Buyer/Planner?
Media buyers and planners are invaluable when it comes to negotiating advertising sales and purchasing cost-effective media space to reach a client’s targeted audiences. Their primary goal is to acquire appropriate advertising space, sponsorships, or product placement deals to maximize the impact of marketing campaigns. To find success in this role, a prospective media buyer or planner should have in-depth market research skills and a strong understanding of analytics.
Media Buyer/Planner Qualifications
A Bachelor’s degree in Marketing or a similar field is usually required. Experienced media buying and planning professionals have analytical minds and are comfortable working with numbers and statistics to analyze demographic data. Prior experience evaluating media campaign metrics will allow a candidate to stand out. Candidates should also be comfortable working with databases and spreadsheets to collect, manage, and present information. Additionally, familiarity with various media channels and a solid foundation in analytics tools like Moat or Nielsen IMS are always a plus!
Duties of a Media Buyer/Planner
- Collaborate with clients and account teams to understand the client’s business objectives and advertising strategy
- Identify target audiences; analyze audience characteristics, behavior, and media habits to tailor campaigns for maximum impact
- Present proposals and cost schedules to clients and account teams; execute media plans on behalf of clients
- Develop connections and maintain contact with media owners
Interview Questions to Ask
Asking the right interview questions when hiring a media buyer/planner is key. When interviewing, we recommend engaging in thoughtful conversations and purposeful relationship building. Here are some starter questions to consider when hiring a media buyer or planner:
- What do you view as the most important qualities of a media buyer/planner?
- Can you explain how you measure the effectiveness of a media campaign?
- What media channels have you worked with extensively? How do you choose the right channels for a campaign?
- Can you discuss a time when you had to adjust a media plan midway through a campaign? What was the outcome?
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