The role of the media buyer has changed dramatically, thanks to the digital age. The job used to be a lot more straightforward, as media buyers were just required to make placements in black and white traditional media, such as TV, radio, or magazines. Now media buyers have to deal with online grey areas, which make it difficult to pinpoint a target consumer. In order to be successful, media buyers must have a clear understanding of who their target market is, and they need to know where to find them. They should also have clearly defined and measurable objectives, in addition to a particular skill set, based on adaptability and keeping a cool head.
1. Who is the target market?