UB Group - Media Planner & Buyer

- Media planners identify the best mix of media channels to deliver an advertising message to a clients' target audience.

- Using research data, they consider what is going to be most effective within the budget allocated and give the Brand’s product or service maximum exposure.

- Media planners discuss advertising strategy with their clients, analyse and research the target audience's character,

- Advise the creative team and clients about the most effective media combination and present media proposals.

- Media buying involves obtaining the best advertising rates, adjusting media schedules in response to the latest audience figures,

- Managing budgets and monitoring and updating clients on the effectiveness of campaigns.

- The idea to separate the planning and buying role is to ensure that there are no biases in the systems and processes.

- That there is always a challenge to the plan proposed and alternatives are available at the optimum cost.

- That is the reason larger companies usually separate the planning and buying roles.

- Media planners/buyers tend to work 48 hours a week, although deadlines can mean longer hours.

- Usually office based, they may spend time travelling to meetings. Maintaining contact with media owners can involve some out-of-hours socializing.

- As per our rules this would need approval from the reporting manager.

Key Attributes

An advertising media planner/buyer should have:

- excellent research skills

- the ability to recognise good opportunities

- confidence negotiating

- good team and interpersonal skills

- an interest in media and people's motivations.

- Work experience with an agency or in related areas, such as marketing or market research, could help.

- There are no set qualifications to become a media planner/buyer, but candidates should have a post graduate degree, such as advertising, marketing, business management or media studies.

- Creative ability and enthusiasm for media channels are qualities that impress employers.

Job Scope

- Advertising media planners identify the best mix of media channels to deliver an advertising message to a brand's target audience.

- Using research data, they consider what is going to be most effective within the budget allocated and give the brand's product or service maximum exposure.

- Media planners may specialize in a particular media vehicle. However, many provide insight across the entire media spectrum, including radio, cinema, press, television and increasingly digital, mobile communications and online media.

- Targeting advertising and marketing communications in this way requires a clear understanding of many factors and the different media channels.

- They may use this knowledge to give some creative input, working closely with advertising, public relations and other creative agency personnel during the development of entire communication strategies.

- This ensures the right balance is achieved. Media planners and buyers may also be responsible for budget control.

Typical duties of media planners include:

- meeting clients to understand their advertising strategy and building up a picture about their target audience

- analysing and researching the target audience's character, purchasing and media habits

- maintaining contacts with media owners, ensuring statistics, circulation and viewing figures are up to date

- advising the creative team and clients about the most effective media combination

- considering appropriate timings of media activities, based upon usage patterns and seasonal factors

- presenting media proposals, including timings and cost breakdowns, helping clients to reach a final decision about their future advertising strategy.

Larger media agencies usually separate the planning and buying roles, although some creative agencies may combine them.

Media buyers liaise constantly with media owners, negotiating and buying media space. This can involve:

- obtaining the best advertising rates that fit with the agreed media strategy

- presenting alternative options to the media planner and client

- adjusting media schedules in response to the latest audience figures

- managing budgets and maintaining advertising spend records

- monitoring and updating clients on the effectiveness of campaigns.

Skills and personal qualities

Advertising media planners/buyers should be:

- good researchers

- aware of media trends and have a flair for business and commerce

- resourceful and creative, recognising good opportunities

- logical thinkers

- excellent negotiators with good interpersonal skills

- able to work alongside a range of people and as part of a team

- analytical and comfortable interpreting data into meaningful research

- experienced presenters with good written and spoken communication skills

- persuasive and diplomatic

- computer literate and knowledge of industry / domain planning tools

- able to work under pressure and meet deadlines

- confident talking on the telephone and face-to-face with clients.

Interests

It is important to:

- have a genuine interest in media and advertising

- understand what motivates people to buy a product or service and the role media channels play in this

- maintain an awareness of industry developments and media trends.

If interested, click on the apply button below