Have you ever bought something you saw on an Instagram ad? That’s why paid media marketing (aka ‘media buying’ or ‘media planning’) works!
Media Buying refers to the process of buying space and time for your company’s advertisements. You can buy ad space on a ton of different channels – TV, radio, podcasts, social media, billboards, newspapers, etc. Media Buying departments completely vary by company, depending on how the company wants to spend its money and its demographic. At one of my past companies, the media manager supervised the media buying “mix” (the combination of different ad channels), and she had the final sign-off on campaign strategy and budgets. Her media analysts each handled specific channels’ negotiations. Someone worked on placing ads with fashion media sites, another person worked on Facebook and Instagram ads, and so on. This is a form of paid media (see more on the 3 different types of media here).
It’s trendy to focus on the digital marketing aspect of media buying – placing ads with Facebook, Instagram, Youtube, Pinterest, and other social channels. This is a really highly-demanded role right now, so I’ve written a separate post about that here.
[Examples – billboards, magazine ads]
No matter which channel you buy media for, it’s a fun role because you’re responsible for bringing a marketing campaign to life. Your decisions directly affect the number of eyeballs that the company gets.
Main Responsibilities
For Example
If you’re a Media Manager for an online pet supply store, you might:
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