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Overview
Advertising media planners choose communication channels for advertising messages and assess how media platforms can support a product, company or brand strategy.
In job descriptions, look for media plans, audience research, response rates, advertising space, campaign schedules, budgets, social media, pay-per-click, statistics and client presentations.
Explore this occupation
Open in Job ExplorerWhat the work can involve
Advertising media planners work between campaign objectives, audiences, channels and budgets. They compare media outlets, digital platforms, response data, advertising space, media schedules and client expectations before recommending where a message should appear.
Skills and specializations
Useful strengths include media planning, audience and market research, statistical analysis, campaign evaluation, buying advertising space, social media techniques, pay-per-click work and presenting recommendations clearly to clients.
Salary context
Salary context depends on campaign budget, media mix, data analysis depth, client responsibility, contract handling, deadlines and whether the role includes strategy ownership or mainly schedule execution. This guide does not provide salary amounts.
Career paths
Career paths can move toward senior media planning, campaign strategy, performance marketing, account management, digital media buying, market research or broader marketing consultancy.
Good to know
Check whether vacancies mention media plans, audience segments, platform research, advertising-space buying, campaign schedules, budget authority, reporting tools and presentation work. These details show the planner’s decision scope.
Editorial note
This guide is editorial career context. It is not official labour-market statistics or role-specific salary data.
Map overview
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O*NET relationships
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Alternative labels
Occupation group
marketing consultant (2431.10)
Source facts
| ESCO URI | http://data.europa.eu/esco/occupation/b55718eb-e8ff-4485-8ad0-bbac32cbd77b |
|---|---|
| ESCO code | 2431.10.1 |
| ISCO group | 2431 |
| Concept type | Occupation |