Media Buyers negotiate and purchase media space and airtime on behalf of clients. These purchases are led by the media plans that are developed to best reach a client’s target audience.
TV Buyer; Out of Home Buyer; Press Buyer; TV Buyer; Out of Home Buyer; Radio Buyer; Digital Buyer; Programmatic Buyer.
Media Buyers negotiate and purchase media space and airtime on behalf of clients. These purchases are led by the media plans that are developed to best reach a client’s target audience – in the best pace at the best time and within budget. Media Buyers may specialise in a particular channel, such as Press, TV, Out of Home, Radio or digital, and/or work across a variety of channels. In larger agencies, media buying and planning are separate departments, but in some agencies the planning and buying functions are combined in one role.
Media Buyers often start work as graduates from a wide range of course subjects, although apprenticeships offer another route into the role. A range of degree disciplines may be of interest; psychology, business studies, communications, marketing and management.
Their mathematical aptitude and ability may well be tested as part of the recruitment process. Most new joiners will initially enter a combined Junior Media Planner/Buyer role, before specialising in buying once some experience has been gained. With an interest in working with data and figures and curious about all of the different media channels (AV, radio, cinema, Out of Home and Print and how they are traded they go on to become Senior Media Buyers, Media Managers, Media Directors, Media Account Directors, Head of Trading.
Others may choose to specialise in the buying of particular media; TV, Biddable etc. while some may move to sales and marketing roles, or to media owners.
Programmatic ad buying uses software to buy digital advertising. The traditional method of buying media included requests for proposals, tenders, quotes and human negotiation. Programmatic buying uses machines and algorithms to inform the purchase of the most relevant and appropriate display space.
This is not the complete automation of the advertising buying process. Traditionally teams would have manually prepared insertion orders or advertising tags, which are labour intensive. With programmatic advertising team have more time to plan, better optimise, target and their advertising.
Biddable Media refers to any form of media that is bought via real time biding – this definition includes media hosted by third party platforms. These third parties (e.g. demand side platforms) have allowed for a far more agile approach to auction-based media buying, with performance coming to the fore, as advertisers identify and decide where to appear and what cost to reach.