Course overview
Media investment can be wasted when teams select channels from habit, accept opaque supplier proposals, or judge performance solely from platform reports. Media buyers must turn commercial goals into a defensible audience, channel and budget decision; secure inventory on workable terms; and verify that paid placements appeared as contracted. This requires command of audience measures, buying economics, ad operations, brand safety and outcome measurement, not simply familiarity with advertising formats. They must also coordinate creative, legal, data and finance stakeholders while protecting budget and brand reputation.
This five-day course develops the working methods used to plan, buy, place and evaluate advertising across broadcast, out-of-home, print, search, social, video, programmatic and retail media. Participants build media briefs, size target audiences, set reach and frequency objectives, compare CPM, CPP, CPC and CPA, model budget options, assess publisher proposals and negotiate insertion-order terms. They also address trafficking, tagging, pacing, viewability, invalid traffic, suitability, attribution and incrementality. The result is an accountable media plan that connects each placement decision to a stated business objective and measurement rule.
Instruction combines concise practitioner briefings with cases involving retail launches, financial-services acquisition, public-information campaigns and B2B lead generation. Teams interpret audience data, challenge supplier proposals, construct channel plans, negotiate trading terms and diagnose delivery reports; the instructor relates decisions to each participant's market. Participants leave with a reusable media buying pack: planning brief, audience and channel rationale, budget model, buying checklist, measurement framework and supplier scorecard. The course is suited to marketing staff, agency account teams, procurement colleagues and managers who approve media expenditure.
