Media buying is the process of purchasing time or space to place advertisements in various platforms including billboards, radio, television, newspapers, magazines and the Internet. Common placements are along the side of webpages like www.direct.tv and the bottoms or tops of the pages.
Since media buying involves a team of people, there are various jobs in ad placement. Media buyers can be employees or freelancers. Regardless, any media buying job requires market research skills.
Media planners design a project to implement on how to disseminate ads to consumers based on a budget. Media planners research the best market and media platform to place an ad. Projects are usually referred as ad campaigns, which can be local, regional, national or international in scope. Afterwards, media planners collaborate with media buyers to purchase slots or ad space to complete projects. Planners develop more than one project.
Media buyers fulfill the requests of media planners. Within an allotted budget, media buyers purchase time slots or ad space to disseminate advertisement campaigns. Based on consumer target research, some purchases include billboards. After purchases, media buyers monitor consumer responses to placed ads. Media buyers commonly juggle multiple ad campaigns. Ad campaigns are monitored by teams consisting of senior buyers and their assistants. Media buyers conduct consumer surveys to ensure effectiveness of ads.
Media specialists have the same role as media buyers. However, specialists focus on the effectiveness of a specific media platform. For example, online media specialists focus on the Internet and other digital platforms for ad placement. Additionally, television specialists would know which station and time slot is best to place an ad. Outdoor specialists focus on billboards and signs.
Interactive media buyers place ads directly to a consumer in a subtle manner. For example, retail stores have video game play zones that influence customers to buy a title after playing. Additionally, a consumer plays a digital soccer game on a shopping mall floor to be reminded of an electronics brand.
Therefore, media buying is a broad process, so various jobs are available in the field.