Media planners (also sometimes known as a brand planner, strategist, communication planner) play an all-important role in a company’s advertising strategy. Their focus, in general, is to understand what media a client’s target customer reads, watches, interacts with or hears to develop a strategic plan of relevant advertising opportunities. Media planner roles can be found in marketing and comms and media agencies, specifically advertising agencies as well as TV broadcasters.
Within the TV industry, media planner roles are key in planning, buying and optimising media campaigns, analysing and reviewing audience ratings to decide what would or wouldn’t work well in future campaigns.
In general, media planner jobs analyse historical advertising campaign data as well as other related info to help identify the best target audience for future strategy. The role of a media planner can be exciting as it offers the chance to be at the hub of an exciting and evolving industry.
Think about your experience at home when you browse the Internet, Instagram, Facebook, LinkedIn, or even when you watch TV on demand. You will notice that the advertising campaigns you see are responsive and targeted to your specific browser history. With the dominance of online and on-demand television, the media industry (in particular digital media) uses data responsive advertising to achieve better results within a targeted consumer profile. As such, the skillset of a media planner will continue to develop, and we predict it will become more varied and demanding.
Media planners need to be analytical and enjoy working with numbers as they will be responsible for analysing target audiences behaviour, characteristics and media habits. They also need to keep up to date on media trends. They will be knowledgeable about all types of media, including television, digital/online, mobile, new media, press. However, if they are working for a specific form of media: e.g. TV or Radio, they will need to be particularly knowledgeable about this too.
Media planners in TV and broadcasting also need to be very good at communicating. They will often speak to internal or/and external clients directly, or write proposals and as such be the face of their company.
We find media planner jobs in dedicated media planning teams that support the programming, scheduling and marketing strategies. These ensure effective placement of promotional and advertising campaigns that drives performance on the channels.
A typical way to get into TV media planning is to start your career as a presentation scheduler. It will allow you to build up your knowledge of TV schedule structures, and understand broadcast workflows, as well as your general industry knowledge. Junior roles usually involve a large amount of data entry so anyone who is considering a TV career in this area should be aware of this before they apply.
To be successful, you should be confident working with numbers (e.g. viewing stats) and have some experience using excel. Once you have gained some experience as a scheduler (1-2 years) in this area, then a typical move would be into another area such as media planning.
• Experience and knowledge of Techedge
• Experience of TVR (analysing TV ratings) and campaign planning
• The ability to multitask and show strong project management skills
• Strong research/analytical skills
• Knowledge of the media sector and generally some ad planning experience is preferred
• Strong communication skills
• Experience of working with buying agencies
• Experience managing relationships
Some people want to work in TV but make the big mistake of not thinking about what actual skills they have or what things they enjoy doing.
If you are looking for a creative/design-related role within the TV industry, then you might want to consider working as an On-Air Coordinator, Promo Producer, in Creative Services or Continuity. You will see some of our current jobs listed here
For more information about the type of role that would match your skills and experience, please get in touch.
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