Media Planner

Media planners are part of the department of marketing or advertising of a business. They assist in promoting and coordinating messages across various platforms to promote new products or updates, modifications, or any other information that an company wants to communicate to the largest number of interested people.

Media planners must first understand the products or services that are associated with their business. The planner then evaluates the requirements of advertising campaigns or marketing launch. They provide suggestions for the best platforms for these types of programs. Media planners ensure uniformity of the campaign's message, and then collaborates in conjunction with independent contractors or creative teams to obtain the necessary media assets that will help support the campaign's objectives. The assets are then synchronized with the internet, targeted on radio, television, emails newspapers, magazines and other media according to the requirements.

Media planners also have a significant role to play in the management of crises within a business. In the event of a crisis the planner is responsible for any media inquiries, and can be a spokesperson or delegate the responsibility. The planner collaborates with the management within the company to decide the appropriate message to convey regarding the situation and ensures that the information is in line with the message, and coordinated across media outlets in a proactive way. Because of the necessity for this job to buy and contract for assets that are not part of the organization the media planner is usually required to create a budget for approval, and is expected to follow the budget. The purchases made by the planner must conform to the company's branding and image, and could require approval from marketing management.

The planner should be organized and have a great communication abilities, and be adept in using computers. People who want to work as media planners will likely require an undergraduate degree in communications or an equivalent field. In addition, many companies search for previous experiences in marketing, media asset management or another related field.

As a Media Planner with 0-3 years of experience in the United Kingdom, your main responsibilities include:

• Conduct market research to gather data on consumer behavior, media consumption habits, and competitor activities.
• Assist in developing media plans and strategies that align with client objectives and target audience demographics.
• Collaborate with media vendors to negotiate and secure optimal placement and pricing for advertisements.
• Monitor campaign performance, analyze data, and provide insights and recommendations for optimization.

For a Media Planner job role, the following qualifications are required:

• Strong understanding of media planning principles and strategies, able to develop effective media plans that align with clients' objectives and target audience.
• Proficiency in using media planning tools and software, such as Nielsen, comScore, and Google Analytics, to gather data, analyze audience behavior, and optimize media campaigns.
• Excellent analytical and problem-solving skills, capable of interpreting data and market research to identify media trends and opportunities for improved campaign performance.
• Effective communication and presentation abilities, able to articulate media plans and recommendations to clients and internal teams, while building strong working relationships with media vendors.

For a Media Planner job role with 0-3 years of work experience in the United Kingdom, here are following alternative roles to consider:

• Digital Marketing Coordinator: A position that focuses on planning and executing digital marketing campaigns across various platforms, including social media, search engine marketing, and email marketing.
• Social Media Specialist: A role dedicated to managing and growing an organization's social media presence. Responsibilities may include content creation, community management, and social media advertising.
• Market Research Analyst: A position involving conducting research and analyzing market trends, consumer behavior, and competitor activities to provide insights for marketing strategies and campaigns.
• Advertising Sales Executive: A role that involves selling advertising space or airtime to potential clients, building relationships with advertisers, and meeting sales targets.

The role of Media Planner in the United Kingdom is expected to witness significant growth in the market. A 10-year analysis indicates a positive trajectory for this job role, with increasing demand for professionals in this field. According to recent data available, the employment opportunities for Media Planners are projected to expand in the future. This growth can be attributed to the continuous expansion of the advertising industry and the increasing complexities of media planning in the digital age. With these trends in mind, there are ample opportunities for those interested in pursuing a career as a Media Planner in the UK.