Goodway Group  - Digital Media Buyer

Summary 

The Media Buyer (MB) is a self-motivated, analytical thinker who has the ability and desire to learn quickly and react creatively under pressure. This person must possess strong technical skills in order to understand the details of digital ad serving and server ad calls, use ad exchanges, and organize and manipulate data using Excel and internal reporting systems. The MB should have a general understanding of how publishers monetize their ad inventory and have the business acumen to negotiate more profitable and efficient buys for desired audience segments.

The ability to utilize all branding and direct response tactics and understand targeting and tactics is essential. This includes both understanding behavioral targeting and predictive targeting technology along with various pricing models (CPM, CPC, CPL, CPA, etc.). It is important that this individual has the ability to provide real-time solutions to challenging marketing situations.

The MB has a primary role in ensuring that campaigns exceed company performance benchmarks, measured by competitive rate negotiation, revenue delivery, campaign performance metrics, and overall campaign profitability. The MB will be involved throughout the campaign life cycle and should have a global understanding of the different steps and all departmental responsibilities across the Goodway job process: Planning, Buying & Execution, Reporting & Optimization, and Administration & Billing. Media responsibilities can include but are not limited to:

Planning

• Actively participate in campaign input calls to obtain details; provide guidance on tactical strategy and targeting based on the client goals, time frame, market, budget, etc.
• Research publisher and digital options using planning resources such as Compete, Quantcast, Google, comScore, eMarketer, BlueKai Exchange, etc.
• Collect and organize appropriate vendor contacts, acquire publisher rate cards and media kits, and request pricing & avails along with publisher collateral.
• Create thoughtful media plans based on planning research, market size, and audience availability using tactics and targeting that will reach the right user with the right message at the right time.
• Provide Excel proposals that incorporate consistent pricing, accurate margins, appropriate ad serving costs, proper creative ad specs, and correct agency fees.

Buying & Execution

• Research and purchase audience pixels through a number of 3rd party data providers including BlueKai, AlmondNet, DataLogix, Polk, etc.
• Prepare custom site lists using the Goodway Global Site List and publisher lists in conjunction with site planning suggestions, 3rd party data or other user profiles or demographic information.
• Purchase media in alignment with the client’s campaign goals as well as with Goodway’s “Four Corners” internal goals, which include metrics for eCPM, profitability margin, revenue delivery, and campaign performance.
• Secure appropriate inventory at competitive rates with site partners; launch campaigns across DSPs and exchanges including The Trade Desk, Google AdX, DoubleClick Bid Manager,Right Media Exchange, AOL Ad Desk, adap.tv, Tube Mogul, etc.
• Create a Buy Matrix document, which is a blueprint of each campaign that organizes and summarizes buy details and helps manage the coordination of tag trafficking.
• Process and file insertion orders, confirmation emails, and contractual documents on the Goodway shared drive.
• Delegate or complete accurate data entry of buy details in Goodway’s internal campaign management systems.
• Coordinate pixel placement with Ad Operations and Campaign Management to ensure pixel settings are aligned, correct pixels are placed on the appropriate pages, and vendor pixels are incorporated for optimization insight.
• Ensure the Floodlight qualified visits that are pulling into reporting accurately reflects what the client is considering an action or lead.

Reporting & Optimization

• Regularly compare and validate data across multiple platforms including DFA, Tableau, 3rd party platforms, and vendor platforms.
• Effectively monitor and manage campaign and partner pacing and performance in alignment with designated campaign goals.
• Analyze 4th party verification reports (Adometry & DFA), incorporate audience discovery learnings, analyze site-by-site reporting, and monitor overall campaign data to ensure media is delivering and performing according to campaign parameters.
• Perform campaign optimizations such as adjusting bids and budgets; shifting inventory from sizes, sites, or placements; adjusting targeting, etc.
• Provide sales with support or data to help them merchandise optimizations or insight to the client

Administration & Billing

• Prepare weekly job summaries and monthly delivery, accounting, and performance reports.
• Delegate or complete exchange actualization into Goodway’s internal systems.
• Troubleshoot any problems that arise across campaigns, projects, vendors, or platforms.
• Organize and save all appropriate documents (job documents, industry research, etc.) in the appropriate Goodway shared drive folder according to required naming conventions.
• Utilize and train Assistant Media Buyers (AMB) or Media Administrators (MA) when assistance is essential.

Requirements

• A minimum of 1-2 years digital media experience
• Bachelor’s degree
• Strong long-distance communication skills using email, instant messenger platforms, and phone
• Ability to work well with cross-functional teams and varied communication styles
• Strong knowledge of digital environments and overall Internet savvy
• High technical aptitude for learning and working within desktop and web-based applications (Windows, Microsoft Office, DSPs, Ad Exchanges); proficiency with database-driven reporting and ability to work with large data sets
• Strong proficiency with Microsoft Excel
• Ability to calculate and analyze data, especially data based on standard digital advertising cost-per metrics (CPM, CPC, CPA, etc.)
• Ability to thrive in a team-oriented environment
• Detail-oriented with strong organizational skills and multi-tasking ability
• Ability to work efficiently and effectively under tight deadlines; strong sense of urgency
• Desire to work from home

FYI Skills Requirements

Absolute Requirements

• 16:      Timely Decision Making
• 50:      Priority Setting
• 39:      Organizing
• 47:      Planning
• 62:      Time Management
• 1:      Action-Oriented
• 43:      Perseverance
• 53:      Drive for Results
• 67:      Written Communications
• 11:      Composure

Highly Relevant 

• 5:      Business Acumen
• 61:      Technical Learning
• 32:      Learning on the Fly
• 51:      Problem Solving
• 18:      Delegation
• 20:      Directing Others
• 27:      Informing
• 42:      Peer Relationships
• 37:      Negotiation
• 45:      Personal Learning
• 54:      Self-Development