What is the media buyer profession and what does a specialist do?
A media buyer is a specialist responsible for purchasing media resources for placing client advertising. The main task of a media buyer is to find the most effective and profitable platforms for placing advertising, taking into account the budget, target audience, and KPIs of the advertising campaign.
The responsibilities of a media buyer usually include:
- Analysis of advertising platforms and media channels
- Calculation of the cost and efficiency of advertising placement
- Conducting negotiations with media platforms and concluding contracts
- Placement, control and optimization of advertising campaigns
- Collection and analysis of reporting on the effectiveness of placement
A good media buyer should have a broad outlook, analytical mindset, negotiation skills, and the ability to respond quickly to market changes.
Requirements for media buyers in 2023
Employers typically have the following requirements for media buyer candidates:
- Higher education (mainly in economics or marketing)
- At least 1 year of experience in digital marketing or media planning
- Knowledge of major advertising channels and platforms (Google Ads, Facebook Ads, programmatic, OOH, etc.)
- Analytical skills, ability to work with data and prepare reports
- Creativity and flexibility of thinking to optimize advertising campaigns
- Communication skills for negotiating with platforms and clients
- Basic knowledge of budgeting and financial reporting
How much do media buyers earn in 2023?
The average salary for a media buyer in Russia in 2023, according to open sources, is between 80,000 and 150,000 rubles per month. However, the level of income strongly depends on:
- Work experience (junior, middle, senior)
- Expertise level in certain media channels
- Company size and client portfolio
- Personal effectiveness and ability to increase the ROI of advertising campaigns
For example, novice media buyers in small agencies or in-house teams can earn from 80,000 to 120,000 rubles per month. Experienced specialists with deep expertise in key advertising channels in large network agencies or in senior media buyer positions in large companies can earn from 150,000 to 300,000 rubles per month or more.
Media buyer vacancies in 2023
Here are examples of current media buyer vacancies in 2023:
- Affiliate Manager (Crypto / Forex) ($600-1500)
- MEDIA BUYER GOOGLE ADS (CRYPTO/FX) (salary not specified)
- Media Buyer (salary not specified)
- Find out your salary (salary not specified)
- Senior Media Buyer ($3000-5000)
As you can see, media buyer vacancies are in demand both in large agencies and companies, as well as in startups. Salary offers range from $600-1500 for beginners to $3000-5000 for top specialists.
How to become a media buyer in 2023?
If you want to build a career as a media buyer, here are some tips:
- Get a relevant education (marketing, advertising, economics) or take professional development courses
- Gain experience in digital marketing, starting as an advertising manager or media planning specialist
- Learn the key advertising channels and tools, such as Google Ads, Facebook Ads, programmatic, OOH, and others
- Develop analytical and negotiation skills, the ability to work with data and optimize advertising campaigns
- Stay up to date with the latest digital marketing trends and regularly improve your qualifications
- Start with a junior media buyer position in an agency or company to gain experience
If you consistently develop your professional competencies, you can expect a middle or senior media buyer position with a decent salary within 1-3 years.