Contents
- What is a media planner?
- Main responsibilities of a media planner
- Key skills of a media planner
- Demand for the profession
- How much does a media planner earn?
- Where to study to become a media planner
What is a media planner?
A media planner is a professional responsible for selecting the most effective channels for placing advertising materials. Their main task is media planning, which involves allocating the company's advertising budget across various channels and creating a detailed schedule for advertising campaigns. The result of a media planner's work is a media plan that serves as the foundation for the successful promotion of the company's goods and services.
Main responsibilities of a media planner
The primary task of a media planner is to develop an economically effective media plan. To achieve this goal, the specialist must first gather information about the market, competitive environment, and target audience. Based on the collected data, the most suitable media platforms for placing advertisements are selected. The media planner then develops the details of the media plan, including the selection of channels, formats, and the duration of advertising campaigns.
An important part of a media planner's job is budgeting. They determine the optimal costs for each advertising channel and forecast expected results. After the launch of the advertisement, the media planner monitors intermediate performance metrics. If the campaign does not achieve the planned results, the specialist quickly makes adjustments. At the end of the campaign, the media planner prepares a report analyzing expenses, results, and alignment with initial goals.
Key skills of a media planner
Professional skills (hard skills)
- Advanced Excel skills: Media planners must be able to effectively process data and perform calculations.
- Experience with specialized software: For example, programs like Galileo, used for managing large advertising campaigns.
- Knowledge of key metrics: The specialist should be able to assess cost per click, conversions, and other important indicators.
- Experience with analytics systems: This includes the use of tools such as Yandex Metrica and Google Analytics.
- Understanding of marketing and advertising: Essential for choosing appropriate channels and placement strategies.
Personal qualities (soft skills)
- Analytical mindset: The ability to work with large volumes of data and make forecasts.
- Attention to detail: Mistakes in calculations can lead to ineffective advertising campaigns.
- Communication skills: The ability to defend one's ideas and approaches in front of clients.
- Adaptability: The ability to quickly make changes to campaigns when necessary.
Demand for the profession
The profession of a media planner remains one of the most sought-after in the advertising field. According to the job search website hh.ru, at the time of writing, there were nearly 1000 job openings related to media planning. Specialists often have various titles, such as manager or media planning specialist. Media planners are especially in demand in advertising agencies. With the advancement of technology, the need for such professionals will only continue to grow.
How much does a media planner earn?
The salary of a media planner varies depending on experience, qualifications, and region. On average, specialists in Russia earn from 40,000 to 150,000 rubles per month. It is important to note that many media planners work based on KPIs, which also affects their income. The starting salary for specialists without experience is around 40,000 to 50,000 rubles, however, after 2-3 years, one can significantly increase their income level by advancing to a senior specialist position.
Where to study to become a media planner
To become a media planner, one can obtain higher education in fields such as "Advertising and Public Relations" or "Management." There are also master's programs related to marketing. While training in courses may be faster and more accessible, many employers prefer candidates to have higher or secondary vocational education. There are also online courses from various educational platforms and media agencies, such as Skillbox and 1st media school, that help individuals master the profession in a short time.