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Assistant Media Planner Buyer Salary

In your role as media planner, you'll work within advertising agencies or media planning and buying agencies, with the aim of maximising the impact of advertising campaigns through a range of media platforms.

assistant media planner buyer salary

You could progress from the position of planning executive to that of a more experienced established planner or buyer after about a year. Senior or management positions bring added responsibility, often for multiple accounts and for the work of others. You can expect to reach the position of account director after gaining a few years of experience.

You may decide to broaden your career path, perhaps moving to work in a larger group, in related fields such as data planning, research or marketing. Headhunting is common in the media industry, and you may move between employers to increase your salary and broaden your experience.

To give yourself a competitive edge to either get your first job as a media planner or advance up the ladder, it's a good idea to plug into (and engage with) the top media planners (and buyers) currently employed at ad agencies all over the world.

Securing a job in marketing can offer some degree of career stability. According to the US Bureau of Labor Statistics, marketing managers in the US earned a median annual salary of $142,170 as of May 2020, and the industry is expected to grow at an average rate of 10 percent between 2020 and 2030 [1].

Of course, you may not expect to receive that salary fresh out of your degree program. More commonly, recent graduates will enter the field on the assistant or coordinator level, depending on internship or other job experience. Here are some common entry-level marketing degree jobs that can put you on the path toward growth.

The median annual wage for buyers and purchasing agents was $63,470 in May 2021. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $38,430, and the highest 10 percent earned more than $111,200.

Working as a media planner, you may be responsible for the entire process (and everything that relates to it). Or, belonging to a bigger marketing team, you may take care only of one or two tasks from the process, such as identifying target audience and choosing the right media channels accordingly.

Media planning concerns the strategy behind selecting media platforms, while media buying concerns the actual monetary investment in different platforms. Media planners often work with media buyers to maximize media spend ROI (return-on-investment).

The most common job title in media planning is media planner. Media planners leverage their market research and ad reach knowledge to maximize the impact of advertising campaigns. One of their main priorities is determining which media platforms can offer brands the most reach.

Based on job listings on Glassdoor, Indeed, and LinkedIn, you can find media planning jobs in marketing agencies as well as in industries such as restaurants and nightlife, travel, HR, health and medicine, higher education, technology, software development, and consumer product manufacturing. You may come across related job titles like digital media planner, senior media planner, assistant media planner, brand strategist and planner, paid media strategist, marketing manager, media buyer, and media analyst.

Next, media buyers carry out the marketing plan. They negotiate with the advertising sales agents who represent the companies that own media outlets to purchase the advertising time and space deemed strategically relevant.

Advertising sales agents work for media providers like television and radio stations and print and online publishers where they sell advertising time on the programs, publications and sites owned by these media companies. Others work for media representative and planning firms that are hired to represent media companies. The agents at these companies solicit advertisers on behalf of the media providers who hire them. Advertising sales agents work directly with media buyers to fill advertising space.

Buyers work closely with media planners to develop a marketing campaign and research the duration and combination of media outlets used to reach the target market. Media buyers find specific media outlets available for purchase and strategically buy the space and time needed to communicate the desired message. To do this, buyers evaluate media reach, formats and pricing, as well as consumer demographics in order to meet the marketing objectives of marketing managers.

As media outlets and the way people consume media content changes, some channels become more or less relevant overall, or more or less effective in reaching specific market groups. This means media buyers must keep pace with new types of advertising and media in order to ensure brands and products maintain a strong presence in the marketplace.

Media buyers need to have a strategic financial mindset to calculate rates, usage, and budgets, but they also need to be sensitive to the nuances of consumer media consumption and broad-based marketing strategy. Media buyers are the money managers of the team, so they must be organized and economical in their handling of advertising budgets.

Media buyers often specialize in certain types of media. Their specialties are largely driven by the needs of the their employer. Since most companies need to market in a variety of formats, most media buyers have several areas of expertise. Very large companies may hire specialized, media-specific buyers to cover larger brands or campaigns. 041b061a72


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