Hire the best Media Buyers

Media buyers are essential for optimizing ad placements and improving ad performance across various digital marketing channels. This guide will help you understand what media buyers do, why they’re important, and how to hire the right one for your project.

What is a media buyer?

A media buyer is responsible for purchasing advertising space across various media channels to maximize a company’s marketing efforts and return on investment (ROI). They strategically plan, negotiate, and place ads to reach target audiences.

Media buyers work with digital platforms, traditional media outlets, and emerging advertising spaces. They analyze data, optimize campaigns, and make sure marketing messages reach the right people at the right time and place. 

A key aspect of what media buyers do is manage digital ad campaigns to improve ad performance.

Why are media buyers important?

Media buyers are essential for several reasons, including:

• Cost-effectiveness. They negotiate better rates and optimize ad spend.
• Targeted reach. They make sure ads reach the intended audience through strategic placements.
• Data-driven decisions. They use metrics and analytics to improve campaign performance.
• Market expertise. They stay updated on industry trends and emerging media platforms.
• Time-saving. They handle complex media planning and buying processes, allowing businesses to focus on core activities.
• Optimization. They continually refine ad placements and strategies to enhance digital ad performance.

How can you hire a media buyer?

By following these steps, you’ll be well-positioned to find a media buyer who can manage your digital advertising efforts and drive results for your business.

1. Define your marketing goals and budget. Outline your marketing objectives, target audience, and budget. 
2. Create a job post. Craft a detailed description that includes specific responsibilities, required qualifications, and project scope. A well-written job post attracts candidates best suited to your needs.
3. Review applications and portfolios. Assess each applicant’s experience, skills, and past campaign results. Look for candidates with a proven track record in your industry or with similar campaign types.
4. Conduct interviews. Interview top candidates to evaluate their strategic thinking, communication skills, and cultural fit. Ask about their approach to media buying and how they’ve handled challenges in past projects.
5. Request case studies or sample strategies. Ask shortlisted candidates to provide detailed examples of their work or propose a high-level strategy for your campaign. This step helps you assess their practical skills and creativity.
6. Negotiate terms and onboard. Once you’ve picked the ideal candidate, finalize the contract details and set clear expectations for the working relationship.

Writing a media buyer job post

A well-crafted job post attracts qualified media buyers who can meet your specific needs.

Job post title

Choose a clear and specific title that reflects the role. Examples include:

• Digital media buyer for e-commerce brand
• Social media advertising specialist
• Programmatic media buyer for a B2B company

Project description

Outline key elements in your project description, such as:

• Company background and industry
• Campaign objectives and target audience
• Preferred media channels (e.g., social media, programmatic advertising, traditional media)
• Budget range and campaign duration
• Key performance indicators (KPIs) and expected outcomes

Job responsibilities

List typical responsibilities of a media buyer. For example:

• Develop and implement media buying strategies across various platforms.
• Negotiate ad rates and placements with media outlets and vendors.
• Monitor and optimize campaign performance using data-driven insights.
• Manage advertising budgets and track ROI.
• Stay updated on industry trends and emerging media opportunities.
• Collaborate with creative teams for effective ad messaging and formats.
• Prepare regular performance reports and recommendations.
• Continuously optimize ad placements to improve digital ad performance.
• Execute and refine digital marketing strategies across multiple channels.

Qualifications

Outline essential qualifications and skills. Your list might include:

• Bachelor’s degree in marketing, advertising, or related field
• Proven experience in media buying and planning (X+ years)
• Proficiency in digital advertising platforms (e.g., Google Ads, Meta Ads, LinkedIn Ads)
• Strong analytical skills and experience with marketing analytics tools
• Excellent negotiation and communication skills
• Certifications in relevant platforms (e.g., Google Ads, Meta Blueprint)
• Knowledge of programmatic buying and real-time bidding
• Demonstrated ability to create and manage effective media campaigns
• Strong understanding of digital marketing trends and best practices

What to know before hiring a media buyer

Before you hire a media buyer, you’ll want to understand what they do and why they’re valuable. This knowledge can help you make a smart hiring decision and set clear expectations for your advertising campaigns.

What does a media buyer do?

Media buyers plan, execute, and optimize advertising campaigns across various media channels. They work closely with marketing teams to understand campaign goals, target audiences, and messaging and translate these objectives into effective media strategies.

The core responsibilities of a media buyer include:

• Researching media outlets
• Developing media plans
• Negotiating ad rates and placements
• Continuously monitoring and optimizing campaign performance 

They use data-driven insights to make informed decisions, staying current with industry trends and emerging advertising opportunities. Media buyers play a crucial role in maximizing the effectiveness of ad placements, refining digital marketing strategies, and improving ad performance to achieve the best possible results for their clients.

2024 hiring demand

According to the Bureau of Labor Statistics (BLS), the job outlook for buyers and purchasing agents, which includes media buyers, is projected to decline by 6% from 2022 to 2032. However, the BLS estimates there will be about 45,000 openings for buyers and purchasing agents each year over the next decade.

While the overall category may see negative growth, the demand for media buyers with digital expertise remains strong as businesses continue to invest in online advertising.

Common media buyer projects

Some common projects media buyers may handle include:

• Social media advertising campaigns. Leveraging platforms like Facebook, Instagram, and LinkedIn to reach targeted audiences through precise demographic and interest-based targeting
• Programmatic display and video ad campaigns. Using automated bidding systems to purchase digital ad inventory across multiple websites and apps
• Search engine marketing (SEM) initiatives. Managing paid search campaigns on platforms like Google Ads to capture high-intent users actively searching for relevant products or services
• Traditional media placements (TV, radio, print). Negotiating and purchasing ad spots in conventional media channels to complement digital efforts and reach broader audiences
• Cross-channel marketing campaigns. Coordinating advertising efforts across multiple platforms to create a cohesive brand message and maximize campaign impact
• Brand awareness and lead generation campaigns. Designing and implementing strategies to increase brand visibility and capture potential customer information for future marketing efforts

Industries seeking media buyers

Media buyers are in demand across various industries, including:

• E-commerce and retail
• Technology and software
• Finance and banking
• Entertainment and media
• Travel and hospitality
• Consumer packaged goods (CPG)

Media buyer hiring cost

The cost of hiring a media buyer varies based on experience level, project complexity, and engagement duration. On Upwork, you can expect to pay between $40 and $80 an hour to hire a media planner. 

Media buyer FAQ

We answer some frequently asked questions about media buyers. 

What’s the difference between a media buyer and a media planner?

While often used interchangeably, media buyers focus on purchasing ad space and optimizing placements, while media planners develop overall media strategies. 

Many professionals perform both roles, especially in smaller organizations. Both roles contribute to creating effective media campaigns and improving overall ad performance.

How do media buyers measure success?

Media buyers use various metrics to evaluate campaign performance, including:

• Click-through rates (CTR)
• Cost per click (CPC)
• Conversion rates
• Return on ad spend (ROAS)
• Brand awareness metrics
• Engagement rates
• Ad placement effectiveness
• Overall digital ad performance across various channels

What skills should I look for in a media buyer?

Key skills for media buyers include:

• Analytical thinking and data interpretation
• Strong negotiation abilities
• Proficiency in advertising platforms and tools
• Understanding of marketing principles and consumer behavior
• Excellent communication and collaboration skills
• Adaptability to new technologies and media formats
• Expertise in optimizing ad placements
• In-depth knowledge of digital marketing strategies and tactics
• Ability to create and manage effective media campaigns across multiple channels

Find the right media buyer for your next project

Don’t wait to optimize your advertising efforts. Post your media buyer job on Upwork today and start reaching your target audience more effectively.