Media buying
Media buying is the strategic process of planning and purchasing advertising space across various media channels to reach a target audience. A skilled media buyer identifies the most effective channels, negotiates optimal pricing, and manages campaigns to maximise return on investment (ROI). This involves in-depth market research, audience analysis, and performance tracking to ensure campaigns deliver the desired results.
What to look for in a freelance media buyer
When hiring a freelance media buyer, look for a proven track record of successful campaigns, strong analytical skills, and excellent negotiation abilities. They should be proficient in using various ad platforms and possess a deep understanding of different media channels, including digital, print, broadcast, and out-of-home.
Key qualities to consider:
- Experience with various ad platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads)
- A strong understanding of different media channels (e.g., display, search, social, video)
- A proven ability to develop and execute effective media strategies
- Excellent analytical and reporting skills
- Strong negotiation and communication skills
Main expertise areas
Media buying encompasses several key areas of expertise. When hiring, consider your specific needs and ensure the freelancer has experience in any of these relevant areas:
Digital media buying
This includes programmatic advertising, search engine marketing (SEM), social media advertising, video advertising, and mobile advertising. It requires expertise in using various ad platforms, targeting specific demographics, and optimising campaigns for conversions.
Traditional media buying
This involves purchasing advertising space in traditional media channels like television, radio, print publications, and out-of-home advertising (e.g., billboards, transit advertising). It requires strong negotiation skills and an understanding of the specific nuances of each channel.
Planning and strategy
This involves developing a comprehensive media plan that outlines the target audience, campaign objectives, media channels, budget allocation, and performance metrics. A strong strategist can align media buying efforts with overall marketing goals.
Relevant interview questions
Here are some key questions to ask potential freelance media buyers:
- Can you share examples of successful media buying campaigns you've managed?
- What is your approach to developing a media plan?
- How do you measure the success of a media buying campaign?
- What are your preferred ad platforms and why?
- How do you stay up-to-date with the latest trends in media buying?
- Describe your experience with [specific media channel relevant to your needs].
Tips for shortlisting candidates
- Review portfolios and case studies to assess the freelancer's experience and the results they've achieved.
- Check for testimonials and references to gauge their professionalism and reliability.
- Look for candidates who demonstrate a clear understanding of your target audience and industry.
Potential red flags
- Be wary of freelancers who make unrealistic promises or guarantee specific results.
- A lack of transparency in reporting or a reluctance to share previous campaign data should also raise concerns.
- Ensure the freelancer is up-to-date with the latest industry trends and best practices.
Typical complementary skills
Media buying often works well alongside skills like:
- SEO (search engine optimisation)
- Content marketing
- Social media management
- Data analysis
Benefits of hiring a freelance media buyer
Hiring a freelance media buyer offers several advantages, including access to specialised expertise, cost-effectiveness, and flexibility. A skilled freelancer can help you reach your target audience more effectively, optimise your advertising spend, and ultimately drive better business results.
They can help you overcome challenges such as limited in-house resources, the need for specialised expertise, and the desire for a flexible and scalable solution.
For example, a fashion retailer launching a new clothing line could hire a freelance media buyer to create a targeted campaign across social media and fashion blogs. A software company could leverage a freelancer's expertise to run paid search campaigns and generate leads. A local restaurant could hire a freelancer to manage their local newspaper and radio advertising.
