Media Planner

What is a media planner?

A media planner is someone who strategically plans and buys advertising space for clients, ensuring that the right message reaches the right audience through different media channels.

What does a media planner do?

Usually, a media planner does the following:

• Collaborates with clients to understand their advertising goals and target audience
• Conducts research and analyzes data to identify the most effective media channels for reaching the target audience
• Plans advertising campaigns, including selecting the media channels to be used, determining the timing and budget, and creating media plans
• Negotiates and buys advertising space on behalf of clients, ensuring the best rates and placements
• Monitors and evaluates the performance of advertising campaigns, making adjustments as needed to optimize results

What does the day-to-day life of a media planner look like?

A media planner typically works regular office hours, usually between 9am and 5pm. However, during busy periods or when managing multiple campaigns, some overtime may be required.

On a daily basis, a media planner can expect to:

• Meet with clients to discuss advertising goals and objectives
• Research and analyze target audience demographics, media consumption habits, and market trends
• Create media plans, selecting appropriate media channels and determining budget allocations
• Reach out to media vendors to negotiate rates and secure advertising space
• Monitor campaign performance, analyze data, and make recommendations for optimization

Where does a media planner work?

Media planners can work in various settings, including:

• Advertising agencies: Many media planners are employed by advertising agencies, working with clients from various industries to develop and execute effective advertising strategies.
• Media companies: Some media planners work directly for media companies, such as TV stations, radio stations, or publishing houses, managing the sale and placement of advertising inventory.
• Client-side: Some larger companies have in-house marketing departments that employ media planners to handle their advertising campaigns internally.

Media planners can work in major cities throughout the UK, such as London, Manchester, or Birmingham, where there is a concentration of advertising and media industries.

What tools/software/hardware does a media planner use?

A media planner uses a variety of tools and software, including:

• Media planning software: Tools like Mediaocean, Telmar, or Comscore help in analyzing audience data, planning media strategies, and managing ad campaigns.
• Market research tools: Tools like Nielsen or Kantar provide insights on consumer behavior, media consumption, and market trends.
• Microsoft Excel: Media planners often use Excel for data analysis, budgeting, and organizing campaign information.
• Communication tools: Media planners use email, phone, and collaboration software to communicate with clients, media vendors, and their internal teams.

What do I need to become a media planner?

To become a media planner, you can take one of the following paths:

• Bachelor's degree: Many media planners have degrees in advertising, marketing, communications, or a related field. A degree can provide a solid foundation in the principles of advertising and media planning.
• Industry experience: Some media planners start in entry-level roles within advertising agencies or media companies and work their way up through on-the-job experience and training.
• Professional certifications: Organizations like the Institute of Practitioners in Advertising (IPA) and the Chartered Institute of Marketing (CIM) offer certifications in media planning that can enhance your skills and credibility in the industry.

What career paths are available?

There are several career paths available to a media planner, including:

• Senior Media Planner: With experience and expertise, you can progress to a senior role, overseeing larger campaigns and managing a team of media planners.
• Media Director: As a media director, you would be responsible for developing overall media strategies and managing the media planning department within an agency or organization.
• Account Manager: If you have strong client management skills, you might transition into an account management role, working closely with clients on their overall advertising and marketing strategies.
• Digital Media Specialist: As the advertising landscape evolves, specializing in digital media can open up opportunities to work on online advertising campaigns, social media strategies, and programmatic advertising.

What jobs are similar to a media planner?

• Advertising Account Executive: Working closely with clients, managing relationships, and coordinating advertising campaigns.
• Market Research Analyst: Analyzing market trends, consumer behavior, and conducting research to support advertising and marketing decisions.
• Media Buyer: Focusing on negotiating and purchasing advertising space, but with less emphasis on strategic planning.

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What made you want to become a media planner?

How did you get your first media planner job?

What was the one thing that surprised you the most about being a media planner?

Are you a media planner? We want you to share your experiences with those looking to start or change their careers to media planning. If you're interested, contact us at mail@calumchilds.com.