Media buyer
Media buyers negotiate, purchase and monitor media space on behalf of their clients. They aim to reach the highest number of people in the target audience at the lowest possible cost.
Buyers generally work in advertising and media agencies. They work across several or all medias, including newspapers, magazines, posters, internet, television and cinema. They often work on more than one client account at a time.
In some full service agencies, offering both creative and media, the role of media buyer is often combined with media planner.
Media buyers work closely with media planners. Media buying and planning activities may be combined in one role, particularly at the early stages of a career.
Typical activities include:
Although entry to the profession is open to all graduates and Diplomates, the following subjects may increase your chances:
Entry without a degree or HND is sometimes possible, depending on experience and interpersonal skills.
A pre-entry postgraduate qualification is not needed. However, as the media industry becomes more global in scope, business qualifications are becoming more important. Employers expect all staff to be commercially aware. Language skills may also be desirable.
Advertising is becoming increasingly competitive, so pre-entry work experience can be very useful. This may be gained through vacation work, work placements and voluntary work in relevant areas such as marketing, advertising sales and communications.
Candidates need to show evidence of the following:
Jobs vacancies occur throughout the year. Media buying is competitive, and applicants should consider applying for other posts within the industry to help gain entry into the profession and get valuable experience.
When applying for roles, make speculative applications and be persistent, as few jobs are advertised. Research both the role and the specific employer carefully: visit the company's website and be aware of their current presence in the market. Read industry publications such as Media Week. CVs must be accompanied by a strong letter of application that makes clear your knowledge of the media and interest in that particular employer.
For more information, see work experience and internships and search courses and research.
Training varies depending on the advertising or media agency. Many larger agencies run structured training programmes. In many cases, agencies recruit graduates for planner/buyer dual roles. In the early stages of a media career, it is important to experience the whole process from planning the relevant media to negotiating the best price.
The majority of training is on the job after oining a team of senior planners and buyers. This is key to developing essential skills and knowledge of the media, Training often involves working on a range of client accounts to gain broad experience. As media buyers spend a vast amount of their time on the phone to media sales companies and clients, a key aspect of the early training may involve gaining a deep knowledge of the business, along with negotiation and consultancy skills. IT and presentation skills training is frequently provided. New entrants may also be required to undertake a lot of administration-based activities during their first year in the role. Trainee media buyers are usually fully trained after six to 12 months.
Work-based training may be supported by attending seminars and workshops delivered by key media research organisations. This will enable the trainee to gain an understanding of how to interpret and make use of audience research figures and findings.
Training courses are also available for new recruits and established media buyers seeking continuing professional development (CPD) from industry bodies such as the Media Research Group (MRG) , the Institute of Practitioners in Advertising (IPA) and The Media Circle .
All media buying professionals are expected to keep up to date with industry trends by reading relevant publications.
Good media buyers are often in demand, especially in the growing sector outside London (the larger cities such as Birmingham, Bristol, Edinburgh, Leeds and Manchester). Media buying is fast-moving with opportunities for steep career progression based on performance, experience and key transferable skills.
New starters generally become established media buyers after about a year. The next step is media manager and then media director (usually after five to six years of experience). Promotion to a senior or management position brings additional team and account management responsibilities.
Head-hunting is common in the media industry. Media buyers may move between employers in order to obtain an increase in salary and broaden their experience. Alternatively, they may move between divisions in their own company.
Once established, media buyers may choose to work across a range of media or specialise in specific areas of buying. This might include radio, online or even television buying, which is usually handled by a specialised unit within the media team due to its complexity and the dynamic nature of the marketplace.
Advertising is an increasingly competitive and specialised industry. It is also amongst one of the most popular career choices for graduates.
Typical employers include:
Media independents specialise in buying, and sometimes planning and research. Traditionally these services were only offered by advertising agencies. Media buyer positions are found mainly within media independents.
Media agencies cover all types of media while new media agencies cover advertising through the internet, digital media and SMS messaging. Some companies operate specialist new media departments. Some jobs are also available in advertising and full service marketing agencies, where there is a greater opportunity to interact with the creative teams.
It is still possible to work in a media buying or buying-planning capacity within a small number of creative agencies (marketing and advertising agencies, etc). It is crucial, however, that you are aware of the difference between creative agencies and independents when making applications. For example, you are more likely to be involved in an integrated campaign if working for a creative agency, so your application would need to reflect this, with a greater emphasis on creative skills.
Some media independents recruit graduates directly, while several companies recruit through specialist agencies. Many of these agencies have dedicated graduate sections. Some advertising/media agencies may respond to speculative applications. The Creative Review Handbook may be useful for identifying contacts for speculative applications.
Get tips on job hunting, CVs and covering letters and interviews.
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