Determining the message of a brand is just one step of the media planning process. A planner will then allocate funds to ensure the message is seen on the respective platforms.
While creating a budget, the media planner will allocate a percentage to each channel. For example, a brand may spend 50% of the budget on social media and leave the rest for mobile ads, billboards, radio, etc.
What Is Media Buying?
Media buyers will receive the strategy created by the media planners. Once they get VP Risk Email Lists that strategy, they will work on the most effective media channel and look for cost-effective options.
A good media buyer will have a complete understanding of the current marketplace. They are also responsible for creating relationships with vendors.
Media buyers and planners may be integrated under the same roof, but media buyers sometimes come from a separate agency. To be a great media buyer, these skills are necessary:
- Communication and negotiation skills
- Understanding of media analytics software
- Organization skills
- Ability to multitask
- Attention to detail
- Ability to understand a lot of information at once
- Identification of target audiences
The specifics of the things that media buyers do are:
Creating Contacts by Media Buyers
Digital Media buying is a lot about who you know. A media buyer can create the best return on investment for a brand because they have access to the best deals through their relationships.
Knowing About Media Channels
Knowing the right people is important as a media buyer, but understanding media channels is also a huge part of the job. There are different target audiences that media channels are best for.
A media buyer will have the best knowledge of media channels to find the perfect media space for a brand. They will also have the negotiation skills to ensure a brand gets the best deal possible.