Video: What does an Ad Agency do? 2024, July
Successful advertising campaigns should target a specific group of people in order to help a business sell its product or service effectively. Companies need a person who conducts research in the field of the media, be it print, radio, television or the Internet, and understands how best to reach consumers of these media. Therefore, they hire a media buyer to promote the research and business aspects of advertising. These intermediaries help carry out advertising campaigns.
Profession Description Media Buyer
For the most part, advertising and marketing activities depend on the availability of suitable platforms to reach the desired target audience. Printing, radio, television, film and the Internet are critical media platforms through which goods and services are advertised and sold. These types of media are the basis for the work of a media buyer, which, literally translated into Russian, sounds like a “buyer of the media”. Such specialists acquire advertising space in the media. They also monitor the media, evaluate the effectiveness of certain platforms and media channels, and then make important decisions about where the advertising campaign will work best, reach the majority of the target audience and attract new buyers of the product or service.
Media buyers typically work together with media planners to implement media-based advertising strategies for their customers. Media buyers conduct extensive research and target campaign demographics. They then collaborate with media planners to develop media purchase strategies that will achieve the desired level of coverage.
To stay up to date, media buyers need to monitor key performance indicators of advertising campaigns. For example, they can evaluate data related to the distribution of certain media channels. In addition, they can use web analytics tools to monitor online campaigns.
Their task is to establish relationships with media sales agencies and potential customers. They analyze the success of certain campaigns and negotiate with advertising space sales agencies to make significant adjustments and changes.
Media buyers should also be financial savvy as they will be entrusted with a budget that should be spent wisely. They attend meetings with clients, conduct presentations and report on the results of campaigns developed.
Wage
Most media buyers work for integrated media agencies. However, some large companies or organizations with their own advertising and marketing departments also seek to hire them on their team.
For beginners in the field of buying media, starting their first job, the level of wages varies from 30,000 to 55,000 rubles per month. More experienced representatives of the profession can earn from 100,000 to 200,000 rubles per month.
Work time
Media buyers usually work in the office, since a significant part of their responsibilities can be realized through telephone and online communications. However, you may need to visit major clients and media agencies from time to time.
Working hours are also pretty standard, with the exception of campaign launch periods when it’s possible to work late into the deadline. In addition, a significant part of the work of a media buyer is connected with establishing contacts with customers, business partners and other industry professionals after a normal working day.
Qualifications required
Degrees, diplomas or other professional qualifications related to the media or business disciplines are preferable here, although candidates from other fields may also apply for a media buyer vacancy.
A degree or professional qualification is not so important. If the applicant has analytical, organizational and communication skills, he can certainly succeed in this direction.
