Role of a media buyer

Role of a media buyer
Media buyers are individuals who are responsible to negotiate the price for an advertising space on behalf of their clients. They function from advertising agencies or media planning and buying agencies. They also work as individual freelancers. Media planer plays a vital role in managing media slots. A Media buyer is the person who purchases media space in newspaper, magazine, television or radio. This time refers to the duration or space of the advertisement on television, radio, newspaper or internet. Like in advertisement on television advertisements have slots like prime time slot, afternoon slot etc. In a newspaper advertisement have space and editions like classifieds. The role of the media buyer become more significant in big agencies whereas in small agencies the media buying and planning functions are performed by the same individual. Media planning and buying agency may separate genre of agency services or may be incorporated in full service agency as a service.
Media buyer has to identify the target audience for a particular media campaign and deciding over the best possible way to communicate. Media buyer function is also to keep the clients updated with industry research figures, including distribution figures (newspapers and magazines) and audience figures (TV and radio). Media buyer acts as a link and building relationships with clients and media sales companies. Apart from these entire activities media buyer evaluate of placement of advertisement and which medium to advertise from. The buyer also has to decide on the frequency of the advertisement. A media buyer should be aware of the advertising rate and their timely increase or decrease. Television advertisement space is denoted as cost is per 10 seconds. Print advertisement space is denoted as area per square centimeter (length x height). Media buyer has to book advertising spots like pages, broadcasts adverts internet spaces, websites, time slots, banners etc. media buyer has to make sure that advertisements run correctly and monitor its timings. Media buyer needs to make sure that the client’s demands are met and the messages reach the consumers. The advertising budget depends on the amount that is spent on media buying. Hence the major function of a media buyer is budget management. The production and execution cost along with miscellaneous expenditure is negotiated by the media buyer. The evaluation of media buys along with media analysis and calculating the reach is domain of the media buyer after the advertisement is aired. To provide analysis on figures like TRP (television rating point), GRP (gross rating points) along with number viewership’s on the internet, ratings, comments are also assessed by the media buyer to represent the impact on the audiences .media buyer carry out research using a wide range of specialist media resources. Apart from analyzing the effectiveness of the campaigns and the media buyer also uses this data to inform future campaigns and their executions. Media buyer has to do multiple activities from working and handling range of client accounts at the same time. Media buyer has to meet the deadline given by the client and also has to follow the media brief given by the client. Media buyer has to work and co- ordinate with it colleagues effectively and execute the function collectively.

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