What is A Media Buyer? A Strategic Guide for Aspiring Professionals and Employers

What is a Media Buyer?

Ever scrolled through your social media and spotted an ad for the exact product you wanted? You click and buy it instantly.

Was it just a coincidence that the ad appeared at that moment? Probably not. Most likely, it was a media buyer's handiwork, ensuring the right ad reached you at the perfect moment.

As the need for strategic ad placement increases in our digital world, the role of media buyers is becoming more critical. With social media ads constituting 33% of digital ad spending and expected to exceed $220 billion by 2024, now is an excellent time to explore a career as a media buyer.

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.

What is A Media Buyer?

At a basic level, a media buyer is someone who purchases advertising space on various platforms such as social media, TV, radio, print, and digital outlets. This can include negotiating prices with publishers or directly buying ad space through programmatic advertising technology.

However, the role goes beyond simply placing ads in the right places. Media buyers also analyse data to determine the most effective placement and timing for their clients' ads. They consider things like target audience demographics, campaign objectives, budget constraints, and industry trends to create highly successful advertising campaigns.

Additionally, media buyers work closely with creative teams to ensure ads rolled out not only look great, but also align with the client’s brand messaging. While they focus primarily on the buying process, they still shape the creative direction to ensure coherence and effectiveness in the campaign’s overall strategy.

What Does a Media Buyer Do?

Here’s a closer look at their key responsibilities:

Setting Up Campaigns with Precision

Setting up a campaign is a critical phase in executing a company's advertising strategy. Before launching ads, media buyers navigate the complexities of various platforms, each with its unique backend, interface, and ad formats.

Campaigns: The overarching goal or objective—whether it's brand awareness, engagement, or conversion—is established at this stage. The media buyer sets the budget, defines the target audience, and configures campaign-level settings.
Ad Sets: Within each campaign, ad sets may have their own unique budgets, schedules, and target audiences, providing the media buyer with the flexibility to tailor ad placement and bidding strategies for different segments.
Ads: These are the individual pieces of content that the audience sees. Media buyers collaborate closely with creative teams to ensure each ad is not only compelling but also aligns with the specific objectives of its ad set and the broader goals of the campaign.

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Monitoring and Optimization

Once the campaign is live, the media buyer must continue to monitor and optimise the ads, refining existing ones and rolling out new ads as needed.

Data Tracking: Media buyers monitor metrics like click-through rates, conversion rates, and return on ad spend. They’ll also use tools like Google Analytics or Facebook Ads Manager to get real-time data necessary to tweak and improve the campaign.
Optimisation: If a campaign isn’t performing well, a media buyer adjusts. This could mean changing the ad creative, reallocating the budget, or even shifting the target audience. The goal is to refine the campaign continuously to improve performance.

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Iterative Testing

Media buying is an ongoing process, as even successful ads need periodic refinements.

A/B Testing: Media buyers often use A/B testing to experiment with elements like ad copy, visuals, and targeting strategies.
Ad Rotation: Media buyers rotate ads to prevent running a single ad for too long, helping to offset ad fatigue and keep audiences engaged.

What is The Difference Between Media Buying and Media Planning?

Both media buying and media planning exist in the realm of advertising and marketing as two distinct processes. Essentially, before you can purchase advertising space (which falls under media buying), you'll need to create an overall strategy and plan in place (media planning).

Media Planning

Strategic: Media planning involves creating a strategic roadmap for a company's advertising initiatives. This includes defining target audiences, setting campaign objectives, and selecting media channels that resonate with those audiences.
Long-term focus: Media planning encompasses long-term goals and campaigns, often spanning months or even years.
Data-driven: Like media buying, media planning also heavily relies on data analysis to inform decisions and optimise campaigns.

Media Buying

Tactical: Media buying is the execution of the media plan. It involves negotiating ad space, placing ads in selected channels, and monitoring their performance.
Short-term Focus: Media buying is more immediate and short-term, focused on the placement and ongoing ad monitoring according to the pre-defined media plan.
Data-Driven Strategy: Digital media buying relies heavily on using advanced analytics to determine the best ad placements and targeting. This approach is largely automated, using algorithms to bid for ad space in real-time.

As both roles have different processes, advertising agencies will typically hire separate specialists for media planning and media buying.

How to Become a Media Buyer

Scaling a successful media buying strategy requires combining skills, including marketing knowledge, and data analysis abilities to make informed decisions.

Here are some steps you can take to become a media buyer, whether it's an entry-level or senior position:

Get a bachelor’s degree: Employers typically want media buyers with a bachelor’s degree in marketing, advertising, or a related field. Courses like consumer behaviour, market research, and statistics will help develop the necessary skills for media buying.
Gain experience: Many employers will want a media buyer with at least 2-3 years of experience in marketing, advertising, or media planning. Consider internships or entry-level positions to gain relevant experience.
Get Certified: While not a requirement, getting certified in media buying can set you apart from other candidates. Some common certificates you can pursue include:

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Certified Internet Marketer (CIM)
Professional Certified Marketer (PCM).

These provide a well-rounded knowledge of media buying practices and principles.

Gain even higher education: Pursuing a master's degree in marketing or an MBA can enhance your expertise, refine your abilities, and strengthen your resume, all of which are beneficial for aspiring senior media buyers.

Skills Needed to Become a Media Buyer

Besides education and experience, media buyers require specific skills to excel in their role. These skills include:

Strong analytical abilities: The ability to deal properly interpret data and numbers and turn them into actionable insights.
Creativity: While more of a skill for a creative strategist, it's still important for media buyers to come up with innovative campaigns that attract leads.
Negotiation skills: More for traditional media buying, where media buyers will have to negotiate with media vendors for the best rates and deals.
Attention to detail: With multiple ad campaigns, budgets, and timelines to manage, attention to detail is crucial for ensuring accuracy and avoiding costly mistakes.
Communication skills: Media buyers must be able to articulate their ideas and plans effectively to clients, vendors, and team members.

Media Buying Certification and Courses

Besides the certification courses mentioned prior, there are platform-specific courses available to further enhance media buying skills. Facebook, Google, and LinkedIn all offer certification programs for their respective ad platforms.

Below are some popular media buying courses and certifications available online:

IAB Digital Media Buying and Planning Certification

Provider: Interactive Advertising Bureau (IAB)
Best For: Digital Media Buyers, Planners, Advertising Managers
Overview: Validates expertise in digital media strategy, campaign management, and optimisation. Requires 2+ years of experience.

Facebook Certified Media Buying Professional

Provider: Facebook Blueprint
Best For: Digital Marketers specialising in Facebook Ads
Overview: Focuses on Facebook ad creation, optimisation, and policy compliance. Costs $150, no formal prerequisites, but experience is beneficial.

Google Ads Certification

Provider: Google Skillshop
Best For: Digital Marketers, PPC Managers
Overview: Covers Google Ads management across search, display, and video. Free to take, with recertification required annually.

The Trade Desk Marketing Academy Certification

Provider: The Trade Desk
Best For: Programmatic Media Buyers
Overview: Teaches programmatic advertising, ad operations, and data-driven campaign optimisation.

Certified Programmatic Media Buyer

Provider: Programmatic Academy by MediaMath
Best For: Programmatic Buyers, Media Strategists
Overview: Covers fundamentals of programmatic buying, including real-time bidding and data analysis.

Twitter Flight School - Media Agency Executive Certification

Provider: Twitter Flight School
Best For: Media Planners, Social Media Strategists
Overview: Specialises in Twitter ad campaign management and optimisation. Free with a focus on practical application.

DV360 Certification

Provider: Google Skillshop
Best For: Programmatic Media Buyers
Overview: Focuses on Display & Video 360 platform for programmatic advertising. Free, with a 12-hour commitment.

YouTube Ads Certification

Provider: Google Skillshop
Best For: Digital Marketers, Content Creators
Overview: Teaches YouTube ad formats, audience targeting, and campaign optimisation. Free, with a 10-hour course.

Microsoft Advertising Certified Professional

Provider: Microsoft Advertising
Best For: PPC Managers, SEM Coordinators
Overview: Covers Microsoft Advertising platform management and optimisation. Free, beneficial for marketers with practical experience.

Snapchat Advertising Essentials Certification

Provider: Snapchat Explore
Best For: Social Media Marketers
Overview: Focuses on Snapchat ad creation, audience targeting, and performance analytics. Free, with basic digital marketing knowledge recommended.

Popular Digital Marketing Platforms Media Buyers Should Understand

Media buyers, traditionally focused on offline channels like TV, radio, and print, are now navigating the digital marketing landscape due to the surge in online media consumption. Understanding and utilising popular digital platforms has become essential for them.

Some top choices include:

Facebook Advertising (Meta)

Facebook, the world's largest social network, offers a robust advertising platform with advanced targeting options and diverse ad formats. Media buyers must be proficient with Business Accounts Manager and Meta Business Suite to create, monitor, and optimise campaigns. Additionally, understanding how to advertise on Instagram and WhatsApp, also under the Meta umbrella, is beneficial.

TikTok Ads Manager

TikTok is crucial for targeting younger audiences with its precise targeting and inventive formats, such as TopView ads and Branded Hashtag Challenges. While spotting trends is typically a task for creative strategists, media buyers will find staying informed about popular trends beneficial to their campaigns.

Google Display and Video 360

Google's reach extends to powerful display and video options through Google Display & Video 360 (DV360). This platform supports sophisticated audience targeting, real-time bidding, and comprehensive campaign analytics, essential for effective display and video advertising.

LinkedIn Ads

LinkedIn Ads is indispensable for B2B marketing, offering unique targeting options based on job title, industry, company size, and more. Media buyers should be skilled in crafting Sponsored Content, InMail campaigns, and Display Ads to effectively reach decision-makers and industry leaders on LinkedIn.

Snapchat Ads Manager

Initially popular with teens, Snapchat has become a key platform for advertisers targeting younger demographics. Media buyers should be adept at creating engaging ads using innovative formats like Snap Ads and Sponsored Lenses. Understanding Snapchat's audience targeting options is crucial for optimising campaign performance.

Where to Apply for a Media Buying job

If you think you're ready for the role, you can apply for a media buying job at various online and offline platforms.

Below are the most common ways to find a media buyer job:

Job Search Websites: Explore platforms like Indeed, ZipRecruiter, and Jooble. They offer extensive listings where you can filter by location, salary, and more.
Remote Work Platforms: Seek flexible roles on Wellfound and Upwork, perfect for remote work enthusiasts.
Specialised Marketing Agencies: Agencies like Tandem Marketing and Growthops.us frequently recruit media buyers. Check their job boards and websites for openings.
Networking and LinkedIn: Connect with industry professionals on LinkedIn to discover unlisted job opportunities.
Company Career Pages: Visit the careers sections of companies you admire to find roles that may not be advertised elsewhere.
Niche Job Boards: MarketingHire is ideal for specialised marketing roles, while Remotive and Dynamite Jobs focus on remote work opportunities.
Demand Curve: Check out growth and marketing roles at top tech and software companies for innovative media buying positions.

These strategies offer a comprehensive approach to finding both traditional and remote media buying jobs.

Media Buyer Job Salaries

Salary Range (USA): Media buyers can expect to earn around $62,039 per year, though this can vary depending on education, experience, and performance. In New York City, where operating and living costs are higher, the average salary rises to about $64,407 per year.
Salary Range (UK): In the UK, starting salaries for trainee media buyers are typically around £24,625, increasing to £28,693 for junior media buyers. Media buyers generally earn about £42,134, with senior media buyers making up to £59,411.
Salary Range (Australia): In Australia, the average salary for a media buyer is approximately $61,250 per year, with a typical range between $55K and $74K, depending on the location and other factors.

These figures highlight how salaries can differ significantly based on geographic location and other influencing factors, such as the cost of living and the demand for media buying expertise in specific markets.

How Does the Future Look for Media Buyers? (US Based)

The Bureau of Labor Statistics (BLS) projects a 4% decline in employment for purchasing managers, buyers, and purchasing agents from 2020 to 2030, potentially reducing about 19,000 jobs. This anticipated decline is primarily due to increased outsourcing and automation, reducing the demand for traditional purchasing roles.

How to Hire a Media Buyer (For Employers)

Let's switch gears and discuss the process of hiring a media buyer.

Identify Your Needs: Determine which platforms you want to advertise on, your budget, goals, and target audience. This will help you define the specific type of media buyer you need.
Define the Role and Responsibilities: Clearly outline the role, responsibilities, and expectations. Include the media channels they should be proficient in, the level of experience required, and any specific goals they should achieve.
Develop a Job Description: Create a detailed job description based on the role and responsibilities. Be specific about the skills, experience, and qualifications needed for the position.
Search for Candidates: Post your job listing on multiple job sites and boards, such as Indeed, LinkedIn, and niche platforms like MarketingHire and Remotive. You can also use social media and attend networking events to find candidates.
Screen Candidates: Review resumes/CVs carefully, focusing on the candidates' experience with media buying, particularly on your preferred platforms. Look at ad campaigns they've scaled in the past, evaluating their success and strategy.
Conduct Interviews: Ask targeted questions about their knowledge of different media channels, past campaign experiences, and their approach to data analysis. Also provide hypothetical scenarios to assess their problem-solving skills, i.e how they would handle a tight ad budget or a sudden change in the market.
Check References and Conduct Background Checks: Verify the candidate’s previous work and performance by checking references. Conduct background checks to ensure credibility and reliability.
Make a Job Offer: Once you’ve found the right candidate, extend a formal job offer outlining the terms of employment, including salary, benefits, and expectations.

While the recruitment process may be meticulous and thorough, it pays off in the long run. A successful media buyer can significantly impact a company's marketing strategy and bottom line with successful ad campaigns.

Best Questions to Ask A Media Buyer During an Interview

Instead of opting for generic interview questions, try asking these targeted questions to assess a media buyer's skills and experience. Remember, their skills should align with your company's needs and goals. So, for example, if you're running predominately Google Ads campaigns, ensure your candidate has experience with Google Ads.

Below, we've separated questions into different categories to cover a range of topics.

Experience and Background

Can you outline your experience as a media buyer and the types of campaigns you’ve managed?
Which platforms, such as Facebook, Google Ads, or TikTok, do you have the most experience with?

Technical Skills

How do you allocate budgets across different channels in a campaign?
How do you conduct audience research and target the right demographics for campaigns?

Optimisation and Performance

Can you provide an example of a campaign that initially underperformed? How did you turn it around?
How do you test and refine ad creatives throughout a campaign?

Problem-Solving and Challenges

Can you describe a significant challenge you’ve faced in a campaign and how you overcame it?
How do you address discrepancies between ad platform reports and tools like Google Analytics?

Collaboration and Communication

How do you work with creative teams to ensure that ad visuals and copy align with your campaign strategy?
How do you communicate campaign performance and insights to clients or stakeholders?

Strategic Thinking

Can you walk me through your approach to creating a media buying strategy from the ground up?
How do you determine when to scale a campaign or when it’s time to pause it?

Feel free to elaborate on specific questions or topics depending on the role and your company's needs. The key is to focus on open-ended, thought-provoking questions that allow candidates to showcase their experience, skills, and problem-solving abilities.

Media Buyer Job Description Template

[Insert Name] is a dynamic and rapidly growing media company specialising in [insert industry/area of focus]. Our team consists of creative, driven individuals who are passionate about delivering exceptional results for our clients. We are seeking a talented Paid Social Media Buyer to join our team and play a key role in driving the success of our digital ad campaigns.

Position Summary:

As a Paid Social Media Buyer at [Insert Name], you will be responsible for planning, executing, and optimising digital ad campaigns across various platforms. You will collaborate closely with account managers, creative teams, and clients to develop and implement effective strategies that meet campaign objectives and deliver strong returns on investment (ROI). Your expertise in media buying, combined with your ability to analyse data and adapt to changing market conditions, will be crucial to the success of our campaigns.

Key Responsibilities:

Market Research: Conduct in-depth research on target audiences, industry trends, and competitor activities to inform media buying strategies.
Media Planning: Develop comprehensive media plans and budgets for campaigns, ensuring the efficient allocation of resources to maximise ROI.
Vendor Negotiation: Negotiate with media vendors to secure the most favourable rates and premium ad placements for our clients.
Campaign Optimization: Monitor campaign performance closely, making real-time adjustments to creative, targeting, and bidding strategies to achieve KPIs.
Collaboration: Work closely with internal teams, including creative and strategy, to create engaging ad content that resonates with target audiences.
Reporting & Analysis: Provide regular, detailed reports on campaign performance, delivering actionable insights to clients and internal stakeholders.
Continuous Improvement: Stay updated on the latest digital marketing trends, tools, and technologies, and apply this knowledge to improve campaign performance.

Qualifications:

Educational Background: Bachelor’s degree in Marketing, Advertising, or a related field.
Experience: Minimum of 2 years of experience in media buying, preferably within a digital agency setting.
Platform Expertise: Proven track record of successfully launching and optimising campaigns across multiple platforms, including Facebook, Instagram, and Google Ads.
Analytical Skills: Strong analytical skills with the ability to interpret data, identify trends, and make data-driven decisions.
Media Buying & Negotiation: Solid understanding of media planning, buying, and negotiation strategies, with a proven ability to secure optimal placements and pricing.
Technical Proficiency: Proficient in industry tools such as Google Analytics, Facebook Business Manager, and other relevant ad tech platforms.
Communication Skills: Excellent verbal and written communication skills, with the ability to present complex information clearly to clients and team members.
Adaptability: Ability to thrive in a fast-paced, dynamic environment and quickly adapt to changing market conditions and client needs.

What We Offer:

A collaborative and innovative work environment
Opportunities for professional growth and career advancement
Competitive salary and benefits package
Flexible working arrangements [if applicable]

How to Apply:
Interested candidates should submit their resumes and cover letters outlining their relevant experience and why they are a great fit for this role to [insert application instructions].

Optimising Media Buying with MagicBrief

Once you've got a skilled media buyer on board, it’s time to give them the tools they need to shine. MagicBrief is a game-changer in this space, offering everything your media buyer needs to elevate your campaigns.

Ad Inspiration: With access to over 5 million ads from 25,000+ brands, MagicBrief makes it easy for your media buyer to stay inspired. Whether they’re looking for the latest trends or a creative spark, this massive ad library has them covered.

Advanced Search & Filters: Need to find specific ads quickly? MagicBrief’s AI-powered search lets your media buyer and creative teams filter by ad copy, format, or theme, saving time and making research more efficient.

Performance Insights: Syncing your ad account with MagicBrief gives your media buyer instant access to detailed performance data. They can see what’s working and why, allowing them to tweak and optimise campaigns in real-time for better results.

Collaboration Tools: MagicBrief isn’t just for the media buyer— it’s a hub for your entire team. With live collaboration features, everyone can pitch in, share feedback, and keep creative efforts aligned with media strategy.
Custom Reporting: Your media buyer can easily create tailored reports using custom tags and metrics. This makes tracking progress across multiple campaigns straightforward, and presenting insights to stakeholders a breeze.

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By integrating MagicBrief into your media buying process, you’re setting your media buyer up to not just meet goals but exceed them. This tool brings together creativity, strategy, and data, helping your campaigns perform at their best.

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