Media Buyer
Controller Job Description
Media buyers are marketing professionals who purchase advertisements. They collaborate with professionals like magazine directors and social media coordinators. A media buyer can procure advertisements like print pages in a newspaper or magazine, audio advertisements in podcasts or radio shows and online spaces like blogs and other websites. They determine which advertisements are best based on the goals of the campaign. For example, a media buyer may choose advertising spots based on impressions, clicks and conversion goals.
Media buyers may use computers to gather information and communicate with vendors for advertising spots. It’s important that media buyers understand how to use technology like spreadsheets and project management programs. A media buyer may interact with other marketing professionals like managers and advertising designers. Great communication skills allow them to convey information efficiently, which can improve productivity and teamwork. Negotiation is a type of communication that media buyers can use to find a solution between them and vendors or media managers. Media buyers can use their negotiation skills to get lower prices for advertisements. Critical thinking is the ability to assess a situation, identify problems and propose viable solutions. A media buyer may use this skill to solve problems in the workplace and find advertising solutions.
Employers may require that media buyers have at least a bachelor’s degree. Media buyers can have bachelor’s degrees in subjects like marketing, business, advertising, media and social media marketing. Those who work on marketing campaigns with larger companies may earn advanced degrees to enhance their knowledge and skills. For example, you may earn a master’s degree in business or marketing as a media buyer for a large marketing campaign.
Typical duties of a Controller
• Analyzing media and marketing data
• Determining the best placement for ads
• Hiring and managing advertisement creation teams
• Communicating with media managers
• Negotiating lower prices for ad spots
• Collaborating with other marketing staff
Skills:
• Active listening
• Critical thinking
• Persuasion
• Social perceptiveness
• Speaking
• Judgment and decision making
• Negotiation skills
• Monitoring
• Active learning
• Coordination
• Operations analysis
Qualifications: Bachelor’s degree in Advertising, Marketing, or Communications