What does a media buyer do?

Media Buyers are marketing professionals who manage the company's advertisements. They create the company's media plan to determine the advertising needs of the company. They negotiate with external providers to get the best advertisement placement values. To do this, Media Buyers are expected to conduct thorough research on the different advertising companies, networks, media, size of placement, and length of advertisement. Their research must consider the target market and determine the best media to reach their target market. Media Buyers should have good negotiation skills and must be able to maintain good working relationships with providers.
Media buyer responsibilities
Here are examples of responsibilities from real media buyer resumes:
- Manage both PPC and display buys across a network of clients.
- Manage day to day performance expectation of SEO, SEM, and outside vendors.
- Manage the client's Youtube page and report monthly on all social media platforms.
- Manage the @ RCIHelp twitter account and provide RCI consumers with direct responses and posts.
- Implement, alter and write algorithms using SQL in order to increase efficiency within the portfolios manage.
- Negotiate, develop, monitor and manage delivery of book campaigns on CPA, CPC and CPM models.
- Negotiate media buys and contracts on CPA, CPC and CPM platforms.
- Create social media content for all platforms including Instagram, Pinterest, Youtube.
- Design, write, and build agency website, LinkedIn, and Facebook pages.
- Develop media campaigns consisting of long form and spot TV, newspaper, radio, and online advertising.
- Negotiate, place and maintain local TV, radio, cable, digital, print, and outdoor buys.
- Collect data to create EPC, CPC, and ROI measures in order to support decisions to further refine campaigns targeting.
- Spearhead and train team to execute digital campaigns more efficiently by proactively gaining expertise in advance ad operations [DoubleClick].
- Invoice reconciliation and post buy analysis reporting upon campaign completion.
- Track costs and monthly SEO re- ports.
Media buyer skills and personality traits
We calculated that 18% of Media Buyers are proficient in Digital Marketing, Campaign Performance, and Media Buying. They’re also known for soft skills such as Analytical skills, Communication skills, and Detail oriented.
We break down the percentage of Media Buyers that have these skills listed on their resume here:
- Digital Marketing, 18%
Develop campaigns using print, TV, radio and digital marketing to reach the desired consumers.
- Campaign Performance, 9%
Monitored ongoing campaign performance, ensuring campaigns were executed properly and according to clients expectations.
- Media Buying, 8%
Managed external advertising agency and was responsible for national online media buying and co-op radio campaigns.
- Facebook, 7%
Created and scheduled full Facebook ad campaigns in addition to helping with other aspects of the campaign.
- Google Analytics, 6%
Analyze website traffic & engagement through Google Analytics and other platforms.
- Media Planning, 5%
Specialized in advertising media planning with extensive experience working with local and national television media.
Most media buyers use their skills in "digital marketing," "campaign performance," and "media buying" to do their jobs. You can find more detail on essential media buyer responsibilities here:
Interpersonal skills. A big part of what media buyers do relies on "interpersonal skills." You can see how essential it is to media buyer responsibilities because "public relations specialists deal with the public and the media regularly." Here's an example of how this skill is used from a resume that represents typical media buyer tasks: "utilized strong interpersonal skills through extensive negotiations with radio and television station representatives. "
Organizational skills. Another common skill required for media buyer responsibilities is "organizational skills." This skill comes up in the duties of media buyers all the time, as "public relations specialists are often in charge of managing several events or communications at the same time, which requires excellent skills in coordinating arrangements." An excerpt from a real media buyer resume shows how this skill is central to what a media buyer does: "generated weekly report on organizational and marketing campaign performance. "
Problem-solving skills. Lastly, "problem-solving skills" is an important element of what a media buyer does. Media buyer responsibilities require this skill because "public relations specialists sometimes must explain how a company or client is handling sensitive issues." This resume example highlights how media buyer duties rely on this skill: "ensured a timely and successful delivery of optimizations and solutions according to the client s needs and objectives. "
The three companies that hire the most media buyers are:
- Deloitte110 media buyers jobs
- MobileFuse
10 media buyers jobs
- ICF6 media buyers jobs
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Media buyer vs. Purchasing agent
A purchasing agent's general task is keeping purchase records and making sure that there won't be any discrepancies with the handling of orders. The purchasing agent should be responsible for the order processing and payment collection. Purchasing agents should also be proficient in interpreting and evaluating data, researching on best marketing sources and alternatives, issuing required documentation for suppliers, as well as managing customer queries as needed. Being a purchasing agent requires critical-thinking skills in assessing concerns and providing solutions should there be any possible negotiation conflicts.
There are some key differences in the responsibilities of each position. For example, media buyer responsibilities require skills like "digital marketing," "campaign performance," "media buying," and "facebook." Meanwhile a typical purchasing agent has skills in areas such as "purchase orders," "customer service," "logistics," and "inventory control." This difference in skills reveals the differences in what each career does.
Purchasing agents really shine in the technology industry with an average salary of $55,517. Comparatively, media buyers tend to make the most money in the professional industry with an average salary of $74,775.On average, purchasing agents reach similar levels of education than media buyers. Purchasing agents are 1.4% more likely to earn a Master's Degree and 0.2% more likely to graduate with a Doctoral Degree.Media buyer vs. Purchasing assistant
A purchasing assistant is responsible for obtaining raw materials and goods for a business or company. They primarily function to assist purchasing managers or supervisors by keeping records, maintaining inventory, reviewing purchase orders, and monitoring shipments and deliveries. Furthermore, a purchasing assistant may perform administrative support tasks ranging from arranging appointments and managing schedules, answering calls and inquiries, reaching out to vendors and suppliers, producing reports, and coordinating with various departments to ensure the smooth flow of products within the company.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that media buyer responsibilities requires skills like "digital marketing," "campaign performance," "media buying," and "facebook." But a purchasing assistant might use other skills in their typical duties, such as, "purchase orders," "purchase requisitions," "customer service," and "data entry."
On average, purchasing assistants earn a lower salary than media buyers. Some industries support higher salaries in each profession. Interestingly enough, purchasing assistants earn the most pay in the technology industry with an average salary of $41,542. Whereas media buyers have higher pay in the professional industry, with an average salary of $74,775.Average education levels between the two professions vary. Purchasing assistants tend to reach similar levels of education than media buyers. In fact, they're 0.1% more likely to graduate with a Master's Degree and 0.2% more likely to earn a Doctoral Degree.Media buyer vs. Senior contract administrator/contract administrator
A procurement agent develops profitable measures to save the client money and ensure the quality of goods supplied. Procurement agents obtain the purchased items through suppliers, monitor them, and expedite the orders. They oversee the activities and performance of the suppliers for compliance. Their duties include the verification of item receipts, resolving shipment-related problems, and authorizing purchase payments through documentation. The necessary skills for this job include being accomplished, decisive, and strong communication skills.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a media buyer is likely to be skilled in "digital marketing," "campaign performance," "media buying," and "facebook," while a typical senior contract administrator/contract administrator is skilled in "contract administration," "proposal preparation," "contract management," and "contract terms."
Senior contract administrators/contract administrators earn the highest salary when working in the finance industry, where they receive an average salary of $97,980. Comparatively, media buyers have the highest earning potential in the professional industry, with an average salary of $74,775.When it comes to education, senior contract administrators/contract administrators tend to earn higher degree levels compared to media buyers. In fact, they're 12.2% more likely to earn a Master's Degree, and 4.0% more likely to graduate with a Doctoral Degree.Media buyer vs. Procurement agent
Even though a few skill sets overlap between media buyers and procurement agents, there are some differences that are important to note. For one, a media buyer might have more use for skills like "digital marketing," "campaign performance," "media buying," and "google analytics." Meanwhile, some responsibilities of procurement agents require skills like "supply chain," "strategic sourcing," "supplier performance," and "customer service. "
The technology industry tends to pay the highest salaries for procurement agents, with average annual pay of $76,921. Comparatively, the highest media buyer annual salary comes from the professional industry.The average resume of procurement agents showed that they earn higher levels of education compared to media buyers. So much so that theyacirc;euro;trade;re 7.9% more likely to earn a Master's Degree and more likely to earn a Doctoral Degree by 0.8%.Types of media buyer
Updated January 8, 2025











