Career Development

What Does a Digital Media Buyer Do?

Find out what a digital media buyer does, how to get this job, and what it takes to succeed as a digital media buyer.

Digital media buyers are responsible for buying digital advertising space on various websites, apps, and other online platforms. They work with a variety of clients—from small businesses to large corporations—to help them reach their target audience through these digital channels.

Digital media buyers must be well versed in the latest trends in digital marketing. This includes knowing which types of ads perform best on different platforms, how to effectively use social media as an advertising tool, etc.

Digital Media Buyer Job Duties

A digital media buyer typically has a wide range of responsibilities, which can include:

  • Developing a campaign strategy based on the client’s objectives and target audience demographics
  • Negotiating rates with media outlets to obtain the best price possible
  • Creating detailed plans for how campaigns will be executed using digital media channels such as websites, mobile apps, social media channels, and email lists
  • Maintaining relationships with advertising agencies, publishers, and other clients to ensure effective delivery of campaigns
  • Reviewing campaign performance to determine the effectiveness of each ad campaign and make adjustments where necessary
  • Selecting specific types of ads to meet the needs of a campaign, including text ads, image ads, video ads, and other formats
  • Checking inventory levels of ad space to ensure that there is enough available inventory at all times
  • Coordinating with designers to create ads that meet requirements set by the client
  • Making sure that all ads comply with industry regulations regarding content, length, and placement

Digital Media Buyer Salary & Outlook

Digital media buyers’ salaries vary depending on their level of education, years of experience, and the company size and location. They may also earn additional compensation in the form of commissions and bonuses.

  • Median Annual Salary: $62,500 ($30.05/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of digital media buyers is expected to grow faster than average over the next decade.

Digital advertising, such as online ads and mobile ads, is expected to increase as more consumers use digital devices. Digital media buyers will be needed to help advertisers plan and buy digital ad space.

Digital Media Buyer Job Requirements

A digital media buyer typically needs the following qualifications:

Education: Digital media buyers typically need a bachelor’s degree in marketing, advertising or a related field. Some employers prefer candidates who have a master’s degree in marketing or business administration. Relevant coursework includes statistics, research methods, business law, economics, marketing and advertising.

Training & Experience: Digital media buyers typically receive on-the-job training from their managers or other experienced employees. This training may include learning the company’s purchasing process, the digital media platforms they use and the software they use to create and manage campaigns.

Certifications & Licenses: While certifications are not usually required for digital media buyers, they can be useful in finding a job and increasing your earning potential.

Digital Media Buyer Skills

Digital media buyers need the following skills in order to be successful:

Marketing skills: A digital media buyer needs to understand the various marketing strategies that can be used to promote a product or service. This includes understanding the various digital media channels that can be used to reach a target audience. For example, a digital media buyer may know that a company can use social media to promote a new product or service to a target audience.

Technical skills: Digital media buyers need to have technical skills to understand the various digital media platforms and how to track the success of their campaigns. Understanding the technical aspects of digital media can help you make informed decisions about which platforms to use and how to measure the success of your campaigns.

Financial knowledge: Financial knowledge is another important skill for digital media buyers. They need to understand how to read financial reports and how to interpret the data to make the best purchasing decisions. They also need to know how to calculate the return on investment for their campaigns.

Communication skills: Digital media buyers often communicate with other members of a company’s marketing team, as well as with representatives from digital media platforms. They also communicate with clients and potential clients to explain the benefits of various digital media options. Effective communication skills can help digital media buyers convey their ideas clearly and answer questions from others.

Business acumen: A digital media buyer needs to have a strong understanding of business practices and strategies. This includes knowing how to read and interpret financial data, how to create a budget and how to make the most of a company’s advertising budget. A digital media buyer also needs to have a good understanding of the digital advertising industry, including the various platforms and how to track the success of an advertising campaign.

Digital Media Buyer Work Environment

Digital media buyers work in an office environment, usually in a large media agency. They work regular hours, Monday to Friday, although they may occasionally have to work evenings and weekends to meet deadlines. The work can be stressful, as media buyers are under constant pressure to deliver results for their clients. They must be able to think creatively and come up with innovative solutions to problems. They also need to be able to work well under pressure and handle multiple tasks simultaneously.

Digital Media Buyer Trends

Here are three trends influencing how digital media buyers work. Digital media buyers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Programmatic Advertising

The growth of programmatic advertising is a trend that is quickly changing the digital media landscape. This trend allows advertisers to more easily and efficiently target their audiences by using data-driven methods.

As programmatic advertising becomes more popular, digital media buyers will need to learn how to use these tools in order to get the most out of their advertising dollars. They will also need to be familiar with the latest trends in online advertising, such as ad exchanges and real-time bidding.

More Focus on Brand Building

Brand building is becoming an increasingly important focus for businesses, as they realize that it is not enough to simply have a good product or service. In order to stand out from the competition, businesses need to create a strong brand identity that resonates with their customers.

Digital media buyers can capitalize on this trend by focusing on creating campaigns that emphasize the values and qualities that make their company unique. By doing so, they can help their company build a loyal customer base that stays with them through good times and bad.

A Greater Emphasis on ROI

As digital media has become more prevalent, businesses have begun to place a greater emphasis on ROI (return on investment) as a measure of success. This means that digital media buyers are now being asked to justify their spending by showing that it leads to increased sales or other business outcomes.

In order to meet this demand, digital media buyers need to be able to identify the best channels for reaching their target audience and then track the results of their campaigns to see what works and what doesn’t. They also need to be able to communicate the value of their work to stakeholders who may not understand the importance of digital media.

How to Become a Digital Media Buyer

A digital media buyer career can be a great way to get your foot in the door of the advertising industry. As a digital media buyer, you’ll be responsible for buying online ads on behalf of clients. This could include banner ads, video ads, and other types of online advertisements.

To become a digital media buyer, it’s important to have a strong understanding of digital marketing and advertising. You should also have experience working with different types of online platforms, such as social media networks, search engines, and content sites.

If you want to become a digital media buyer, start by building up your knowledge of digital marketing and advertising. Then, look for opportunities to work with online platforms and advertisers.

Related: How to Write a Digital Media Buyer Resume

Advancement Prospects

Advancement prospects for digital media buyers are good. As the demand for digital advertising grows, so does the need for digital media buyers. Those who are able to stay up-to-date with the latest trends and technologies will be in the best position to advance their career. Additionally, digital media buyers who are able to negotiate favorable rates and terms for their clients will be in high demand.

Digital Media Buyer Job Description Example

[CompanyX] is looking for a highly analytical and strategic thinker to join our team as a digital media buyer. In this role, you will be responsible for planning, negotiating, and executing digital media campaigns across various channels (including display, video, social, and search). The ideal candidate will have a deep understanding of the digital media landscape, as well as experience planning and buying media for direct response and brand awareness objectives. You must be able to think quickly on your feet and make decisions in a fast-paced environment. Excellent communication and negotiation skills are a must.

Duties & Responsibilities

  • Develop and execute digital media plans that align with client business objectives
  • Research, identify, and recommend new opportunities and strategies for reaching target audiences
  • Stay up-to-date on the latest industry trends and changes, and share insights with clients and team members
  • Negotiate pricing and terms with publishers to get the best possible rates
  • Monitor campaign performance and optimize delivery to meet or exceed KPIs
  • Generate post-campaign reports detailing results and insights
  • Manage budgets and invoicing for multiple campaigns
  • Work with internal teams to develop creative assets for digital campaigns
  • QA ad units and placements prior to launch
  • Traffick ads to publisher sites and track delivery
  • Resolve any issues that arise during a campaign
  • Maintain relationships with key contacts at publisher sites

Required Skills and Qualifications

  • Bachelor’s degree in advertising, marketing, business, or related field
  • 3-5 years of experience working in digital media buying, planning, or a related role
  • Excellent analytical skills and experience using data to inform media decisions
  • Strong project management skills with the ability to manage multiple projects simultaneously
  • Proven track record of successful media campaigns that delivered on objectives
  • Creative thinker with the ability to develop innovative solutions to problems

Preferred Skills and Qualifications

  • Experience with programmatic buying platforms, including Google Display & Video 360, The Trade Desk, MediaMath, etc.
  • Working knowledge of HTML, CSS, and JavaScript
  • Experience with web analytics tools, such as Google Analytics
  • Familiarity with ad serving platforms, such as Google Ad Manager

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