A media buyer or traffic manager – is a specialist in launching advertising campaigns, running campaigns and attracting traffic from various sources. This profession is very important and popular – today, almost every digital agency needs its own media buyer.
So, the main responsibilities of a media buyer usually include:
- Closing deals with the best advertising prices and negotiating contracts.
- Buying traffic from various sources such as contextual advertising, mobile apps, social media, etc.
- Buying traffic from various sources such as contextual advertising, mobile apps, social media, etc.
- Specializing on a particular social network (e.g., Facebook).
- Analyze many advertising platforms.
To fulfill all of these responsibilities, a media buyer must have several skills – the ability to work with popular traffic sources and evaluate the effectiveness of purchased traffic, understand the metrics and software of most modern advertising tools.
- Analyze most modern advertising tools.In short, this profession crosses several internet specialties. It is not taught anywhere – a person must have a good grasp of marketing in practice before becoming a media buyer. Having an undergraduate degree in Advertising or Sociology increases the chances of finding a job.
Media Buyer Services
A modern media buyer performs different tasks in his position, first of all, it depends on the scale of the company, the composition of the client portfolio, niche and other factors. Below are the main services provided by this specialist, depending on the specific advertising agency.
The following are the main services provided by this specialist, depending on the specific advertising agency.
In a small agency, a media buyer is usually entrusted with almost all the responsibilities of running advertising campaigns. He becomes a direct participant in the whole process of working with clients – data collection, planning, negotiations.
The scheme of interaction in a network agency is somewhat different. The media planner or designer draws up a plan and passes it on to the traffic manager, who has to negotiate terms with third-party platforms. In other words, he is simply negotiating.
A large agency has a staff of several media buyers. One collects data from the market, another takes care of the best terms, a third keeps an eye on costs. Reports are passed on to the team leader, who checks them and approves them.
The reports are then passed on to the team leader, who checks them and approves them.
Difference of a media buyer from an arbitrageur
In contrast to an arbitrageur, a media buyer is often hired into his team and paid a salary. He optimizes existing ad campaigns, runs them, and scales them.
The arbitrageur, on the other hand, is a “free artist” and often works for himself. If he’s on a team, he develops his advertising strategies, researches spy services, researches competitors and conducts analysis.
An arbitrageur is a “free artist” and often works on his own.
In an arbitrage team, the two specialists work together as follows: the arbitrageur tests ad strategies, and if they are profitable, passes them on to the media buyer; the media buyer then runs the process – bypassing blockages, restarting accounts and campaigns, optimizing the pixel, and starting over if necessary.
An arbitrageur is the one who tests ad strategies, and if they are profitable, passes them on to the media buyer; the media buyer then runs the process – bypassing blockages, restarting accounts and ad campaigns, optimizing the pixel, and starting over if necessary.
In general, arbitrage media buying – is specific and in some cases different from other aspects of digital marketing. Here, the line between arbitrageur and media buyer often blurs – both professionals can do the same thing.
Requirements for a media buyer
The core competencies that are considered important for a media buyer according to expert opinion include:
- Commoditized analytical skills.
- Creativity.
- Open-mindedness and communication skills.
- Knowledge of English to follow marketing trends.
- Systematicity.
- Stress tolerance.
- Willingness to learn continuously, otherwise it will be difficult to stay competitive in this profession.
- Willingness to learn continuously, otherwise it will be difficult to stay competitive in this profession.
Media Buyer must have a deep knowledge of the platform on which he works (e.g. Google, Facebook, etc.). He should know its rules, terms of cooperation, strengths and weaknesses. It is also important to be able to customize the tracker and use other tools that accompany traffic.
In addition, he should be able to analyze the client’s target audience, understand where to find it, how to interact with it and find a common language, as well as understand what exactly it likes.
How to find media buyer jobs in Ukraine?
In Ukraine, you can use job sites Work.ua, Rabota.ua, GRC.ua and Jobs.ua to find media buyer jobs. As of February-March 2023, the number of vacancies varies:
- On Work.ua, 25 vacancies were found for media buyers of different levels and 150 for the query “Media Buyer”.
- Rabota.ua showed 123 jobs for media buyers, including 9 for beginners, 96 for mid-level professionals and 18 for seniors.
- On GRC.ua the number of media buyer vacancies was insignificant – only 2 for intermediate level, which may be due to the origin of the platform.
- Jobs.ua did not offer specific positions for Junior, Middle, Senior Media Buyer, but 11 vacancies were found on request.
It is also worth mentioning jobs.dou.ua, which, although focused on developers, offered 23 positions for media buyers.
Our agency Lead Panda has a vacancy for a media buyer, who will work with advertising campaigns on Facebook, Google, as well as in the field of gambling. We are looking for a specialist who is ready to join our team of professionals and contribute to the development of our projects. For more information about the vacancy and requirements for candidates, please visit our website at the following link: Media Buyer Vacancy at Lead Panda. Join us and start your journey to digital marketing success with Lead Panda!”
What is the income of a media buyer in Ukraine?
The salary of a media buyer in Ukraine in 2023 is as follows:
- What is the income of a media buyer in Ukraine in 2023?
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- On Work.ua, the average income on vacancies in late February – early March was 55000 UAH (about $1500), while the average salary on resumes was 24000 UAH ($652). By level of specialization, salaries vary: beginners earn from 18000 to 48000 UAH ($490-$1300), mid-level specialists – from 19000 to 80000 UAH ($515-$2175), and experienced professionals – from 40000 to 120000 UAH ($1100-$3275).
- Rabota.ua indicates an average salary of 37000 UAH, and according to CV data – 20000 UAH, taking into account additional bonuses and benefits offered by employers.
- On Jobs.ua specific figures are not available, but a review of vacancies shows that offers range from 25 to 75 thousand UAH.
Freelancers are usually paid by the hour, and on the Upwork platform rates range from $5 to $97 per hour, where many media buyers set the rate around $25-$30 per hour of work.
Conclusion
The role of a media buyer in today’s marketing world is extremely important and in demand. This specialist is responsible for launching advertising campaigns, managing ad bundles and effectively merging traffic from different sources. Requirements for a media buyer include analytical skills, creativity, communication skills, knowledge of English to follow trends, systematic, stress-resistant and a desire to constantly learn.
The Media Buyer must have a deep understanding of the platform on which he works, as well as knowledge of his client’s target audience. He or she is responsible for selecting the best advertising channels, setting up trackers and other tools to maximize the effectiveness of campaigns.
A media buyer is also responsible for selecting the best advertising channels, setting up trackers and other tools to maximize the effectiveness of campaigns.
In the world of marketing, it is hard to overemphasize the importance of a media buyer, who is a key link in building successful advertising strategies and achieving desired results. Excellent skills, market knowledge, and technical expertise make this profession extremely valuable in the marketing and advertising industry.
An excellent skill set, market knowledge, and technical expertise make this profession extremely valuable in the marketing and advertising industry.
FAQ
What does a Media Buyer do
The Media Buyer is in the business of buying advertising space and time to place ads in various media. They analyze the target audience, choose the most appropriate channels for advertising, negotiate prices and monitor the effectiveness of advertising campaigns.
Who is a Media Buyer in Ukraine?
In Ukraine, a media buyer is a specialist who works in the field of digital marketing or advertising and is responsible for acquiring and optimizing advertising space to achieve the company’s marketing and advertising goals.
What is the income of a media buyer in Ukraine?
The salary of a media buyer in Ukraine can vary depending on experience, skills and company. According to 2023, the average income of a media buyer on Work.ua is around 55000 UAH ($1500) per month, but the figures can vary significantly depending on the region and specifics of the job.
How much does a Junior Media Buyer earn?
The earnings of a Junior Media Buyer in Ukraine can start from 18000 UAH ($490) and reach up to 48000 UAH ($1300) depending on the company and the amount of responsibility. This is the entry level in the profession of media buyer, where employees are trained and gain experience for further professional growth.