What Does a Media Planner Do?

Learn About the Salary, Required Skills, & More


Media planners, also called logo planners or emblem strategists, work at marketing corporations and create ad campaigns for diverse clients. The media planner works with customers to assist them make choices about how a particular media marketing campaign will spread.

The media planner's main awareness is to orchestrate the placement in their consumer's advertising reproduction into numerous media venues that maximize advertising and marketing attain closer to the patron's target market. These venues include tv, net, radio, billboards, print, and direct mail.

Some media planners also track the performance of advertising and marketing at the back stop, letting the customer understand the return on funding for their campaign, and whether they may be receiving properly fee for his or her marketing dollars.

Media Planner Duties & Responsibilities

Media planners cope with a number of obligations, together with studying and deciphering advertising and marketing facts to assist clients enhance their advertising campaigns. Duties encompass the subsequent:

  • Analyzing records, wondering creatively and designing revolutionary techniques to make certain consumer advertising campaigns reach their target market within the simplest way feasible
  • Assessing the impact and suitability of different media types used to target sure markets primarily based on their customers' wants and needs
  • Developing diverse alternatives for media plans based totally on the consumer's targets
  • Analyzing the purchaser's put up-campaign effects and recommending refinements
  • Interacting with internal and outside companions to assess, implement, and keep a media plan
  • Collecting and reading records on unique media channels, including newspapers, radio, magazines, tv, films, the Internet, and outdoor posters and virtual billboards
  • Creating or recommending certain media techniques to draw and maintain clients, increase the client's brand reputation, and hold and boom consumer pleasure and loyalty
  • Working intently with customers to apprehend their wishes, wishes, and objectives, and then determining which media channels suit satisfactory for precise campaigns

Media Planner Salary

A media planner's profits varies based at the vicinity of knowledge, level of enjoy, schooling, certifications, and different elements.

Source: Payscale.com, 2019

Education, Training & Certification

You don’t want special education or a graduate diploma to emerge as a media planner, even though many organizations do require a bachelor's diploma or specialization in a particular place.

  • Education: Most employers decide upon applicants to have a college diploma in regions along with communication and media studies, business or management, advertising and marketing, advertising and marketing, English, journalism, operational studies, information, or different related areas.
  • Experience: You may be capable of land an access-degree position in media making plans without a education or previous revel in. However, thinking about that advertising and advertising and marketing are enormously aggressive, it’s exceedingly unlikely that you can progress very some distance on this career with out a diploma or a large amount of enterprise experience. Employers look for people with preceding enjoy in marketing, media property management, or a associated subject. 

Media Planner Skills & Competencies

The essential factor a media planner desires is a willingness and eagerness to study the sector of advertising, however a few other capabilities and information sets can supply applicants an side, together with:

  • Social abilties: The job can be very social because it entails working with and enjoyable clients, so an interest in and ability to socialize with colleagues and customers is paramount.
  • Marketing understanding: Also important is an expertise of ways marketing and marketing works. The first question to invite your self is that this: How can a patron--either a big purchaser product agency like Starbucks or a country wide nonprofit service enterprise like Planned Parenthood--first-rate emblem itself?
  • Entertainment media expertise: From there, media planners have to understand the leisure world extensive (from community TV suggests like "Good Morning America" on ABC-TV to niche TV suggests like "Chopped Junior" on the Food Network). Unless media planners recognize what sort of audience is drawn to what type of display, they cannot vicinity ads appropriately.
  • Online media knowledge: And, because the media panorama inside the twenty first century is massively distinct than it turned into within the twentieth century, media planners need to recognise not simply which national TV indicates and massive magazines and newspapers to goal, in addition they ought to be familiar with all the web sites, blogs and social media offerings to be had to clients.
  • Computer competencies: The media planner task involves studies the usage of numerous on-line databases.

Job Outlook

The U.S. Bureau of Labor Statistics (BLS) expects strong job increase for marketplace research analysts from 2016 to 2026. They task that jobs for this career will growth by using 23%, that is a good deal quicker than common while in comparison to all occupations. The growth is driven specifically by accelerated usage of market information and research across many industries.

Although the marketplace studies area (which includes the media making plans career) is predicted to develop, the opposition for jobs is anticipated to be very high.

Work Environment

Media planners generally paintings in an office environment, although they may have a small quantity of journey to customer offices.

Work Schedule

A media planner’s operating hours are similar to that of the alternative professions inside the marketing and advertising industry (i.e. among 35 and 40 hours in line with week), except while closing dates are coming near, or you’re required to offer shows or attend meetings outside of your ordinary operating hours, that healthy in around your client’s time table.

How to Get the Job


To supply your self a aggressive facet to both get your first job as a media planner or advance up the ladder, it's a terrific idea to plug into (and have interaction with) the top media planners (and customers) presently employed at ad corporations all around the world.

Try travelling AdAge Datacenter, which is a number one aid for enterprise intelligence and media studies. Use the web site's resources to accumulate your media shopping for and planning contacts with profiles of advertisers, corporations, and others. You can also check the LinkedIn Sales Navigator. Sales experts and others use this navigator to discover contacts and get referrals to crucial media manufacturers.



Look at task-search assets like Indeed.com, Monster.com, and Glassdoor.com for available positions. You can also go to your university profession center and the websites of diverse enterprise change corporations to look for career listings. Ad businesses provide entry-level positions, and for those nevertheless in university, many organizations provide internships.

Comparing Similar Jobs

People interested by a media planner profession additionally recall the following profession paths, indexed with their median annual salaries:

Source: Payscale.com, 2019