What are Media Buyers?

2007-03-08 10:33:40

( Business )



A wide variety of advertising space can be bought from media sales companies. There are advertising spaces on the internet, print, television, radio, and digital media. A media buyer’s main task is to purchase the right advertising space in order to introduce a client’s product and inform the consumers about these products. Media buyers take charge of negotiating for the selling price and purchasing it on behalf of the client. There are media buyers who specialize in sourcing advertising spaces for different ad mediums, and there are ones who specialize in one type.

Some media buyers specialize in online media buying, which is a form of media buying that involves purchasing ad space on the internet or in certain websites. Online media advertising includes flash ads, newsletters, website sponsorships, pop up ads and advertorials. People who perform online media buying must be knowledgeable in search engine marketing which would involve pay per click advertising and knowing where to strategically place ads

Because of the tremendous competition involved, media buyers must be quick thinkers, and possess good negotiating skills in order to be able to persuade a media company to provide them the lowest selling price possible. Media buyers should be tactful, and be able to withstand pressure. It is important that they know how to deal with people at all levels, because the bulk of their job entails dealing with customers. An educational background in marketing, journalism or business can be an advantage. Sales people often have a high chance in getting hired for this type of job because of their proven track record in selling, and their good persuasive and public relations skills.

Media buyers are paid in two ways: as a regular salaried employee, whereby they are paid by the hour, or by the month, and on a commission basis. Those that get paid on a commission basis work with different ad agencies and clients, and purchase ad spaces in bulk to obtain a lower purchase price. Commission is obtained by selling the space at a higher price.

Media buyers play an important role in ad placements because they are knowledgeable in placing the right ads by using the right medium, while saving the client money in negotiating the best price possible for the space.


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