In advertising, it’s the job of the media planner to perform the media planning process and to deliver media plans. Here you will find a typical Media Planner job description, prerequisites, and salary, plus job openings and other resources.
Media Planner vs. Media Buyer
It’s important to know, with the integration of media planning and media buying workflows, the media planner job is becoming interchangeable with the media buyer job.
As a result, today’s media planners are being asked to perform tasks that used to fall under media buying. This is especially true for digital media planners.
Media Planner Job Description
As a Media Planner, your primary duty is to create a media plan that cost-efficiently reaches the advertiser’s target audience, and effectively achieves advertising objectives.
You are responsible performing the media planning process, which includes:
- Understand Media Brief
- Conduct Media Research
- Send Requests for Proposals (RFPs)
- Formulate Media Plan
- Secure Media Authorization
You may also be responsible for performing the media buying process, which includes:
- Develop Media Buying Strategy
- Conduct Media Research
- Send Requests for Proposals (RFPs)
- Finalize Media Buying Schedule
- Create and Execute Insertion Orders (IOs)
- Implement Advertisements (Trafficking)
- Track Media Performance
- Reconcile Media Vendor Bills
- Produce Campaign Reports
Media Planner Prerequisites
- Education – Bachelor’s degree, preferably in marketing or advertising.
- Industry Experience – 2-4 years related experience.
- Curiosity – Quick learner. Motivated to learn and keep up with the latest industry trends.
- Research Skills – Demonstrated ability to conduct market research.
- Communication Skills – Communicates clearly and appropriately in writing, with visuals, on the phone, through web conferencing, and in person.
- Math Skills – Basic math skills required. Understanding of media calculations a big plus.
- Spreadsheet Skills – Basic spreadsheet skills required. Advanced Excel (Pivots, XLOOKUP, etc.) a big plus.
- Office Technology Skills – Solid experience using email, word processing, presentation, and other collaboration tools.
- Technology Skills – Demonstrated ability to learn new technology quicky. Prior experience with media tools like Bionic, a big plus.
- Diligent – Organized and detail-oriented. Follows through on responsibilities without reminders. Ability to multi-task and prioritize workloads to meet deadlines.
- Team Player – Follows directions of supervisor. Supports teammates. Responsive to clients.
- Seeking Experience – Eager to learn, meet new people, work with new clients, take on advertising challenges, and travel to new places.
Media Planner Salary
According to Salary.com, the media salary for a media planner is $57,963.
Note this salary estimate does not include bonus nor does it adjust for location. Visit Salary.com for a personalized report for your location.
Media Planner Jobs
Here are links to Media Planner jobs on reputable job boards:
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