Media buyer jobs tend to vary by the type of advertising placement and level of responsibility. Buyers may focus on print, digital, television, radio or interactive media. Some buyers work as employees, while others work on a freelance basis. Online or virtual advertising agencies have begun to emerge as an alternative to traditional agencies, creating additional opportunities for freelance work.
Most media buyer jobs involve working with a media planner. The buyer and the planner determine where to place advertisements and monitor the performance of ad campaigns. Buyers typically manage separate projects for each campaign they are working on. Depending upon the organization, there may be a senior media buyer, along with several assistant buyers who share responsibilities.
Some media buyer jobs are segregated by media type. For example, some buyers focus exclusively on placing and securing ads in print magazines, newspapers and miscellaneous publications. Others specialize in outdoor advertising, such as billboards. Regardless of the type of media, buyers are typically responsible for identifying venues that will effectively reach the campaign's target market while meeting the specified budget.
Media buyers monitor the effectiveness of the ad placements for multiple campaigns. For instance, one campaign may run two separate television ads, five print ads, three radio spots and billboard placements in targeted cities. One way to measure effectiveness with traditional media is to conduct focus groups that ask participants whether they have seen the advertising and where. Another common method is to measure increases in sales activities that are tied directly to specific ads, such as registering on a website or calling a toll-free number.
Online media buyer jobs tend to be separated from other types due to the unique and changing nature of digital media. Buyers who specialize in online media tend to need knowledge of Internet technology, potential advertising platforms, Internet usage trends, search engine optimization (SEO) and web analytics. Media specialists may work directly with web-based companies that cater to the interests of the campaign's target market, look for ways to create a social media presence, design a firm's interactive website, manage electronic newsletter subscriptions, or work directly with search engines to increase online visibility.
Interactive media buyer jobs focus on involving the consumer in the marketing process. As a medium, interactive forms of advertising are considered to be less intrusive since the customer must participate. These types of jobs may require the buyer to come up with ideas before soliciting potential vendors and pricing. Interactive media may also be integrated with other media types, such as cable television, virtual reality video games or websites.