What does a Media Planner do?

A media planner is responsible for identifying which media platforms are best to advertise a client's brand or product. They work within advertising agencies or media planning and buying agencies with the aim of maximizing the impact of advertising campaigns through a range of media platforms like radio, television, Internet, and billboards. Additionally, media planners use mathematical formulas to analyze demographic data in order to determine what type of advertising would best suit their goals.

A bachelor's degree in Marketing or similar field along with 4 years of demonstrable experience in a similar role. Successful media planners possess excellent communication and teamwork skills and have an analytical mind with an aptitude for statistics and math.

  • Collaborate with clients and the account team to understand the clients business objectives and advertising strategy
  • Work on several projects simultaneously, often for several different clients
  • Effectively communicate with the creative agency team, clients and consumers to develop media strategies and campaigns
  • Execute decisions on the best form of media for specific clients and campaigns
  • Undertake research and analyze data using specialist industry resources
  • Identify target audiences and analyze their characteristics, behavior and media habits
  • Present proposals, including cost schedules, to clients in a timely manner
  • Develop and maintain good contacts with media owners, such as newspapers, magazines, and websites
  • 3+ years experience as a media planner or similar role
  • Broad knowledge of media channels
  • Familiarity with campaign evaluation metrics and media buying
  • Excellent communication and teamwork skills
  • Working knowledge of analytics tools (e.g. GfK MRI, MOAT, Nielsen IMS)
  • Ability to work effectively under pressure
  • Strong analytical and organizational skills
  • Ability to work with IT resources such as databases and spreadsheets, for the collection and management of information
  • Deeply analytical mind with an aptitude for statistics and math

Average Years of Experience

0 - 1
28%
2 - 4
52%
5 - 7
7%
8+
13%

Common Skill Sets

Microsoft Office Suite
VERBAL Communication
Excellent Organizational
Written Communication
Powerpoint
Strategic Thinking
Programmatic
Motivated

Media Planner Seniority Levels

Digital Marketing
29% made the transition
Marketing Coordinator
57% made the transition
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Media Planner Salaries

Average Base Pay

$59,205 /yr
Same as national average
Not including cash compensation
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$44K
Median: $59K
$80K
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Glassdoor Estimated Salary

Media Planner Jobs

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