What does a media buyer do? And more importantly, what does the role of a media buyer entail? Let’s take a look at five things you need to understand about the role of a media buyer.
The main role of media buyers is to make sure that a business’s message gets across to its audience. This includes researching places where the audience of the said business hangs out. Such places can include online forums, blogs, social sites, magazines, and newspapers among others.
A media buyer looks for places where placing an ad/message from the business can have the most impact. For instance, Microsoft’s key audience is the corporate sector, the members of which use social sites such as LinkedIn. So, a media buyer looking to target corporate audiences would buy up ad space on LinkedIn where it makes the most sense.
In short, media buyers connect businesses to audiences through keen research.
Media buying requires you to be an expert communicator. Communication is at the core of everything a media buyer does. From talking to publishers to negotiating deals, media buying requires an unsullied approach to communication.
Put simply, a media buyer that doesn’t know how to communicate is always going to find himself at the receiving end of a bad deal.
Because media buyers buy up ad space, they are responsible for the spending marketing budget. This is why media buyers have to specialize in handling budgets.
Where does the ad make the most financial sense? How can I deliver this message in as little as possible? Is there a cheaper and better alternative to the ad space I am currently looking up? These are the questions that media buyers need to ask themselves daily.
In short, a media buyer has to be financially savvy.
The role of a media buyer needs the person to be in the know. The person needs to be on top of industry trends, have a fair idea of what the consumers want, and what doesn’t work.
With the rise of digital platforms and the subsequent marketing rush that these platforms have experienced, media buyers have to identify trends. Taking advantage of a trend bodes well for businesses who are directly affected by the shift because the audiences are the ones that are driving the trends.
After researching the media outlets, the audiences, the platforms, and placing the ads, media buyers keep an eye on performance.
Performance determines whether the efforts put in by the media buyers have proved fruitful. If the performance of an advertising campaign is satisfactory, marketers can use it as either a reference point for future campaigns or double down on it. Whatever the case may be, tracking key performance indicators provides valuable insights that no media buyer can afford to overlook.
If you are looking to buy media, contact ProMedia for a free marketing consultation: 1-866-851-LEAD