Media buyer

Contents

• Who is a media buyer?
• Main responsibilities of a media buyer
• Key skills of a media buyer
• Demand for the profession
• Earnings of a media buyer
• Where to study to become a media buyer

Who is a media buyer?

A media buyer is a professional engaged in the purchase of advertising space. Depending on the context, they may also be referred to as a traffic manager or arbitrage specialist. Although all these professionals perform similar functions, their roles have specific nuances. The primary task of a media buyer is to acquire traffic, which is a key aspect of their work.

The main difference between a media buyer and other similar specialists is that arbitrage specialists not only buy but also sell traffic, while traffic managers focus exclusively on digital tools. Media buyers, on the other hand, can work with traditional media such as television, radio, and print publications, which broadens their professional perspective and experience.

Main responsibilities of a media buyer

The primary task of a media buyer is to purchase advertising space across various media and online platforms. To accomplish this, they need to conduct a detailed market analysis, study competitors' strategies, identify the target audience, and evaluate the conditions offered by advertising platforms.

After selecting several platforms, the media buyer calculates the potential audience reach that is planned to be achieved during the advertising campaign. These metrics are recorded for subsequent comparison with actual results. If the planned results are not achieved, the media buyer will choose more successful platforms next time.

Once the advertising platforms are chosen, the media buyer begins negotiations with their representatives and concludes the necessary contracts. In some cases, traffic purchasing may be carried out by another specialist — a media planner. In large agencies, tasks may be distributed among several specialists: some focus on analysis, others on planning, and others on negotiations.

After signing the documents, the media buyer places advertising materials, adapting them to the requirements of each platform. While the creation of advertising materials usually does not fall within their responsibilities, they may adjust their format and sizes. An important part of a media buyer's work involves testing, such as A/B testing, which is conducted both before and after the advertising campaign begins. Based on the data obtained, they make changes to their strategy and seek effective solutions for scaling.

Key skills of a media buyer

Professional skills (hard skills)

• Working with advertising platforms: Media buyers should be familiar with popular online platforms such as Yandex Display, YouTube, and Telegram.
• Offline media and outdoor advertising: Some media buyers specialize in traditional media, such as television, and must be able to work with relevant programs and metrics.
• Buying models: Knowledge of CPC, CPS, CPL, and CPO models is essential for understanding the profitability of each approach.
• Analytical services: Media buyers should utilize tools such as Yandex Metrica and Google Analytics to assess the effectiveness of advertising campaigns.
• Copywriting and creatives: In some cases, media buyers develop advertising texts and creatives, which requires skills in copywriting and working with graphic editors.

Personal qualities (soft skills)

• Communication skills: Effective negotiation and the ability to find common ground with clients and partners are key qualities of a media buyer.
• Analytical abilities: The specialist must be able to process large volumes of data and make informed decisions based on them.
• Independence: Media buyers must effectively manage their time and tasks, especially when working alone.
• Responsibility: Budget optimization and maximizing results require a high degree of responsibility from the media buyer.

Demand for the profession

At the time of writing this article, the number of vacancies for media buyers on the website hh.ru is only 110, which is not very many. However, for related professions such as traffic manager and arbitrage specialist, the number of vacancies is significantly higher: 424 and 153 respectively. The main duty of these specialists is advertising purchasing, which is mentioned in more than 1000 job postings.

Media buyers are most often sought after in advertising agencies, where their professional skills can be applied most effectively.

Earnings of a media buyer

The salary of media buyers can vary significantly. On hh.ru, you can find offers with salaries ranging from 40,000 to 200,000 rubles, while on SuperJob the range is from 30,000 to 250,000 rubles. Such salary differences are often due to the fact that a media buyer's income depends on the number of sales from which they receive a percentage.

According to data from DreamJob, the median salary of a media buyer is 60,000 rubles, which is comparable to the average salary of a traffic manager.

Where to study to become a media buyer

To become a media buyer, one can enroll in a university in the fields of "Advertising and Public Relations" or "Management." Suitable undergraduate programs include "Media Communications," "Communication Management," "Advertising in the Media Industry," and "Marketing." One can also obtain the profession in a college with a focus on "Advertising."

Currently, there are not many online course offerings for this specialty. However, such courses are provided by the "Business Academy MBA CITY" and the "International Business Academy." Additionally, one can undergo training for a related profession — traffic manager, which will also be beneficial for a future career as a media buyer.