Media Buyer
LAST UPDATED 19 Sep 2022
158 active jobs

The role of media buyers


Media buyers observe advertising trends and determine the best areas for advertisements and purchasing these spaces. Advertising spaces can include digital media, newspapers and magazines, television, and so forth. Individuals looking to become a media buyer should explore how advertising operates across these mediums and what is beneficial for certain companies.

Advertisements are becoming increasingly diverse to support users who interact with media online. They can be dynamic, for example, like videos you would see on a television commercial. Media buyers can be a highly interpersonal job in Malta or elsewhere, as these individuals build connections with advertisers and media platforms. Increasingly, advertisements are bought on other media, such as podcasts or blogs.


The demand for media buyers


Media buying is valuable within any company to build revenue and can form part of a business strategy that aims to improve company profitability. Selecting the right advertising space depends on numerous factors, including the location itself, alongside the content of the advertising and its relevancy for users on a platform. 

The placement, time, and frequency of the advertisement can mean a great difference to successful conversions. It also ensures that the right target audience is viewing the advertisement. Many advertisements tend to run concurrently, depending on the company’s allocated budget for media buying, where buyers employ a mixture of traditional advertising (newspapers, radio) and digital advertising (podcasts, websites). 

With experience, such an IT and finance job can be highly rewarding, as media buyers are able to negotiate with various media outlets and monitor advertisement performance over time. In this way, buyers are able to improve advertisement performance and accommodate to campaign goals. 

The above illustrates how media buying can mean promising outcomes for increased company revenue. The demand for media buyers is high due to:

  • Reaching the best results whilst adhering to set budgets and drive the most impressions whilst monitoring campaign performance, and
  • Find and negotiate the best deal for a good advertisement location.


Duties and responsibilities of media buyers


As advertising requires a well-thought-out budget, the role and responsibilities of a media buyer differs drastically depending on the organisation’s size and resources. Nevertheless, common duties include:

  • Discussion and negotiation with media outlets and platforms,
  • Finding the best locations to purchase advertisements,
  • Communicating with media planning teams,
  • Collaborate with media management teams to discuss improved campaign performance, and
  • Construct and develop campaign goals.

As illustrated above, this finance job is dynamic in that the media buyer interacts with internal and external parties of the business. They ensure campaigns run smoothly and drive the most impressions to maximise revenue in this area. Additionally, media buyers collaborate with diverse personnel to secure the best advertising spaces that are relevant to organisational needs. 


Salary expectations 


The demand for media buyers is rapidly increasing, leading the career with fast-paced growth capabilities alongside impressive salary raises. The Castille Salary Survey is based on the average gross basic salary ranges we have seen offered in the local market over the last 12 months. This survey is updated quarterly, remaining representative of current market trends.  

For a global perspective, it is worth keeping in mind that sources vary and are subject to change with time. Considering these variances, salaries for media buyer jobs consistently reflect an average salary ranging from $35,000 to $50,000 a year. These numbers vary according to level of experience, specialisation, and other associated living costs. 


Education and qualifications of media buyers


In taking the steps to become a media buyer, first determine whether this is an on-site or remote job you want to get into. This is because buyers are constantly interacting with others to construct and monitor campaigns, including organising meetings to manage negotiations with media outlets. If you’re interested in a role that is highly communicative, this can be an IT and finance job for you.

In terms of qualifications for this career path, media buyers typically earn a bachelor’s degree in areas such as marketing, advertisement and media, business, or another, related discipline. Employers are looking for individuals with experience in advertisement and media, so it’s also important to gain work experience in these domains early-on, demonstrating to organisations your ability to manage and optimise campaign performance over time.

Depending on the company, it’s not uncommon for media buyers to also pursue a master’s degree, often in areas like advertising or marketing. Furthering your education in this domain will help you refine skills and expand your knowledge. It’s worth taking the time to explore opportunities in furthering your education, should these be available to you.


Trending technologies and skill sets 


As identified throughout this article, the trending skill sets of a media buyer balances interpersonal skills with technical expertise to advertise on digital media. Whilst these are skills that are practised over time, media buyers typically own the following qualities:

  • Negotiation: a kind of communication skill, negotiation skills are valuable to media buyers to find the best prices for advertising spaces.
  • Analytical: media buyers use their advertising knowledge and make the most of their media opportunities to find the best media outlets and analyse the performance of certain campaigns. 
  • Organisation skills: planning, constructing, and developing campaigns for numerous advertising purposes requires good organisational skills to complete. When advertising space has been secured, media buyers then have to keep record and monitor the performance of campaigns over time.
  • Technical skills: nowadays, media buyers look toward digital advertising as a great way to gain user impressions, as many consumers are increasingly using the internet for their products and services. Understanding how media buying works online and applying certain analytics software to monitor campaigns is vital to such an IT and finance job today.

Over the years, media buying has evolved from traditional media such as purchasing advertising space in a magazine to support digital forms of advertising. Media buyers are also employing numerous tools and software to analyse consumer behaviour and generate insights from platforms like social media. These technical tools can be a great means for media buyers to locate the best sources of advertising material.


Career path of a media buyer


Whilst this article scratches the surface of media buyers, in truth, the career path of a media buyer has grown increasingly diverse to support on-site or remote jobs in a digital era of advertising. Social media buying or programmatic display advertising reflects the evolution of media buyers and their accompanying duties. In this way, interested applicants can look toward a promising career path in this space, as buyers grow alongside technical trends.

As media buyers are increasingly turning to technology to develop campaigns and purchase advertising space, this role can be a remote job, given the specific duties and organisation. Otherwise, media buyers can work across office settings and industries, as marketing remains an integral function within businesses. If you’re interested in creating campaigns and influencing business strategy, the job of a media buyer can be an inviting prospect for you.


Begin your media buyer career with Castille 


Now that you’ve critically assessed what working as a media buyer is about and whether it is right for you, you are able to kickstart your career in this ever-growing field. As technology and the workforce continues to rapidly advance, the role of a media buyer remains a career suitable for the long-haul.

Media Buyer
media buying