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Media planner and buyer skills for your resume and career

Updated January 8, 2025

5 min read

Below we've compiled a list of the most critical media planner and buyer skills. We ranked the top skills for media planner and buyers based on the percentage of resumes they appeared on. For example, 13.9% of media planner and buyer resumes contained campaign performance as a skill. Continue reading to find out what skills a media planner and buyer needs to be successful in the workplace.

15 media planner and buyer skills for your resume and career

1. Campaign Performance

Here's how media planner and buyers use campaign performance:

Worked with clients/publishers to bolster marketing returns via analysis of campaign performance and efficiency.
Managed and analyzed campaign performance, building reports with recommendations.

2. Media Planning

Media planning involves the process that goes into the identification, and execution of marketing plans, campaigns, and ads of audio, visual, and textual contents to maximize growth and sales via various media channels.

Here's how media planner and buyers use media planning:

Collaborated with Marketing Non-Commissioned Officers and civilian contractors in need of media planning assistance to produce robust media plans.
Presented a new campaign against incoming advertising agency resulting in winning all media planning responsibilities.

3. Target Audience

A target audience is the proposed readership or audience of an advertisement or publication message tailored specifically for the mentioned audience. In advertising and marketing, it is a specific group of customers within the pre-set target market, identified as the targets or recipients for a specific message.

Here's how media planner and buyers use target audience:

Defined target audiences, selected appropriate media and seasonality, and incorporated market research and competitive spending data into plans.
Evaluated audience composition and demographic data to effectively reach target audiences.

4. Out-of-Home

Here's how media planner and buyers use out-of-home:

Developed and implemented out-of-home media programs based on campaign objectives and client direction.
Managed the company's print, out-of-home and Internet media buys for 13 states to support clients' recruitment advertising efforts.

5. Media Research

Here's how media planner and buyers use media research:

Conducted media research and evaluated network/site effectiveness as it pertained to specific audiences/demographics.
Gathered, analyzed and evaluated quantitative and qualitative consumer and media research.

6. Media Buying

Here's how media planner and buyers use media buying:

Maintained and supported Radio, TV, and Print Media Buying efforts by finalizing schedules, and trafficking instructions.
Attended Laredo Group Digital Media buying courses levels I, II and III in New York City.

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7. Media Sales

Here's how media planner and buyers use media sales:

Developed and nurtured positive relationships with outside vendors & media sales representatives.
Maintained successful relationship with media sales representatives within multiple markets.

8. Nielsen

Nielsen is an independent global measurement and data company for consumer goods, consumer behavior, and fast-moving media. Nielsen provides its clients with market research, information, and data on what people around the world and locally watch, hear and buy, and how those choices intersect.

Here's how media planner and buyers use nielsen:

Assess and provide perspective on qualitative and quantitative research compiled using Nielsen and Scarborough data.
Reviewed Nielsen ratings on a daily basis to stay up to date with top media.

9. Strata

Strata is a 3D/VR/AR Developer and Studio that creates powerful 3D modeling software and solutions.

Here's how media planner and buyers use strata:

Inputted TV, radio, print, interactive, and out of home invoices in to Strata.
Buy and manage TV and Radio campaigns using Strata View and SBMS.

10. ROI

Here's how media planner and buyers use roi:

Worked with Strategy on development of tracking and performance analyses that showed ROI for display media buys.
Negotiate relevant added value and discounted rates on behalf of our clients to ensure a solid ROI.

11. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how media planner and buyers use market research:

Investigated new and innovative marketing and advertising venues by conducting extensive market research.
Implemented market research for specific advertising campaigns for broadcast and internet initiatives.

12. POVs

Here's how media planner and buyers use povs:

Educated clients and colleagues on any relevant innovations influencing the space using open forum discussions, presentations, and formal POVs.
Work on POVs and give out recommendations.

13. Broadcast TV

Here's how media planner and buyers use broadcast tv:

Conduct post-buy analysis for Radio and Broadcast TV; if necessary request restitution of Underdelivery.

14. KPIs

Here's how media planner and buyers use kpis:

Establish benchmark KPIs for each vertical through historical data and case studies, with an 80% success rate.
Re-aligned client target marketing strategy resulting to increase in KPIs and media budget by 20%.

15. Insertion Orders

Insertion orders are contracts between an advertiser or respective advertising agency and a publisher. The agreed-upon contract details a print or online ad campaign.

Here's how media planner and buyers use insertion orders:

Delivered media insertion orders to all approved and verified publications as well as other authorities for the whole year.
Managed a support staff and supervised accounting functions to ensure insertion orders were processed and ads were tracked.

5 Media Planner And Buyer resume examples

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List of media planner and buyer skills to add to your resume

The most important skills for a media planner and buyer resume and required skills for a media planner and buyer to have include:

Campaign Performance
Media Planning
Target Audience
Out-of-Home
Media Research
Media Buying
Media Sales
Nielsen
Strata
ROI
Market Research
POVs
Broadcast TV
KPIs
Insertion Orders
Post Analysis
Invoice

SEM
MRI
Buying Software
Billing Reconciliation
Direct Response
Vendor Relationships
Magazines
Account Services
SEO
Research Tools
Buy Analysis
Facebook
CPC
Cpm
Competitive Analysis
Buying Process
RFP

Media Analysis
Tourism
Campaign Results
Budget Management
Co-Op
Media Management
PPC
Client Accounts
Target Market
Search Engine
Client Relationships
Account Executives
Client Budgets
Twitter
CPP

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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