What does a Media Planner do?
Media Planners can work for marketing agencies or as part of an in-house marketing department to implement a company’s brand strategy. They assess marketing objectives and do research to determine the most advantageous methods for using media platforms to promote those objectives. Media Planners run tests to determine which advertising methods are most effective and share analytic and creative feedback to refine advertising content. They align advertisement information with their target audience’s media habits. They collect data measuring key performance indicators for the success of advertising methods and adjust their media strategies to promote a more effective brand message.
Media Planner skills and qualifications
A Media Planner needs several important skills and qualifications to succeed in their job. A company that employs a Media Planner, whether it is an advertising agency or a company looking for its own internal employee, expects to see a good mix of soft and hard skills in candidates. The main Media Planner skills to look for are:
- Strong knowledge of a range of online media platforms and offline media such as print, TV and radio
- Ability to use a variety of advertising analytics tools, databases and spreadsheet programs to track and manage advertising campaigns
- Excellent interpersonal and communication skills, including the ability to network
- Good analytical and organizational skills
- Effective at working under pressure and meeting tight deadlines
Media Planner salary expectations
The average yearly salary of a Media Planner is $53,904. Individual salaries may vary depending on the Media Planner’s experience, the size and clientele of their employer, and the geographical area. Based on data from the US Bureau of Labor Statistics, a Media Planner earns more than the national average for a US employee.
Media Planner education and training requirements
Media Planners typically need a bachelor’s degree in a relevant area of study, such as business, market research, communication studies or marketing. Some senior positions require that Media Planners have a master’s degree in media studies.
Media Planner experience requirements
Most employers seek a Media Planner with experience working in a role involving interpersonal skills. Previous paid or unpaid work in retail, customer service or sales may suffice for entry-level Media Planner jobs. Some employers favor candidates who have interned at a company specializing in marketing, advertising or media.
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