Advertising space buyer
media-buyer
Behind each advertising campaign lies the work of a media buyer. Its mission: to secure the most strategic advertising locations (TV/radio spot, posters, inserts in the press, etc.) to offer advertisers the greatest visibility for their product... all at the best price. Often specialized in a type of support, he exercises his negotiating skills in an agency or purchasing center.
Professional life
City job and variable pay
The media function occupies less than 3% of agency positions. The main outlets are located in Paris, in the Paris region and in large cities (Marseille, Lyon, etc.). Salaries vary depending on the size of the agency, but also the profile of the professional. The skills acquired and the quality of the customer portfolio (network of relationships) play a role in the remuneration which is often made up of a fixed part and a variable part (attributed according to the turnover achieved, for example).
Work your way up
Career advancement is possible towards manager or head of a purchasing department. After a few years, the buyer can join a communications department with an advertiser. In this profession where mobility is important, access to promotion is determined by the experience and results of buyers.
Beginner's salary
From 1500 to 2000 euros gross per month.
Working conditions
In central purchasing or management
Although many advertising agencies employ their own buyers, they are increasingly collaborating with central buying agencies or media agencies. The role of a purchasing center is to buy advertising space in bulk in order to subsequently resell them to agencies or advertisers.
Expertise, strategy
In agencies, it sometimes happens that he is called upon to play an advisory role, that of media expert. The expert devotes himself to a single media, and his daily contact with the media concerned allows him to make very specific recommendations. In smaller agencies, the positions of advertising space buyer and media research manager may be held by the same person. The buyer then develops the strategic distribution plan for the campaign.
In the office or in the field
A buyer's days are busy and their schedules irregular due to deadlines to meet. Work is done in an office and often on the telephone, but travel is frequent. The space buyer is therefore asked for high availability to be faster and more competitive than the competition.
SKILLS
Sense of contact
A networker and negotiator, the buyer has a good ability to adapt to different environments and people. Knowing how to establish good relationships to build up a well-filled address book is also essential.
Stress resistance
Alertness, taste for figures, calculations and statistics are essential in the profession. Likewise, a perfect knowledge of advertising and the media combined with a certain intuition makes advertising campaigns effective. Finally, resistance to stress to manage emergency purchases is recommended.
Specialization and technicality
A buyer often has his or her own specialty (press, TV or radio), because this function has become extremely technical. In particular, there is a lot of specialized software for TV purchases.
Nature of the work
Identify needs
The objective of the buyer of advertising space: to maximize the impact of an advertising campaign. To do this, he relies on the studies of the media research manager (on the nature of the product, market data, timetable and forecast budget) and develops a distribution plan with him. Audiences, draws, program schedule... he analyzes what works, seeks to know what best reaches the intended target.
Getting the Perfect Location
Then he contacts various contacts (billboard companies, advertising agencies for radio and TV channels, press, etc.) with whom he will negotiate the best located billboard and the most relevant broadcast schedule. on radio and/or TV, the best place in a magazine... depending on the duration of the advertising campaign, the calendar and the forecast budget.
Optimize costs
Another mission: optimize the budget, because the purchase of space in the media can represent up to 80% of the cost of an advertising campaign... Also, whatever the medium chosen, the buyer must always be concerned to get the best value for money.
Training to enter the profession
You can always try your luck with a bac + 2, but holders of a bac + 5 (master's degree, business school diploma or school specializing in advertising) are more sought after.
Bac + 2 level
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