The e-commerce boom accelerated by the COVID-19 pandemic brought an influx of newcomers into the media buying field. However, this has created an industry challenge: finding exceptional media buyers. This remains a formidable challenge for agencies and brands. Exceptional media buyers execute campaigns and bring unique perspectives, problem-solving skills, and a deep understanding of data and creativity. Their ability to manage complex campaigns and drive results is the difference between mediocre performance and transformative growth for a brand.
This guide explores the qualities that define elite media buyers, offers actionable hiring strategies, and highlights inspiring success stories that showcase the diversity of talent in this evolving industry.
The Qualities of Elite Media Buyers
To identify standout candidates, prioritize these essential traits:
- Strong Analytical Skills: Proficiency in data-driven decision-making.
- Problem-Solving Mindset: Ability to thrive under pressure and tackle challenges effectively.
- Attention to Detail: Meticulous campaign management and optimization.
- Creative Thinking: Developing innovative strategies to scale campaigns.
- Results Focus: A relentless drive to meet and exceed performance goals.
- Cross-Functional Collaboration: Seamlessly working with creative teams to align messaging and execution.
The 3 Best Types of Media Buying Backgrounds
Some of the best media buyers come from surprising fields, bringing fresh perspectives and transferable skills to the table.
Here are the three backgrounds that we have found to be the best:
1. The Future Surgeon Turned Media Buyer
A former medical student, on the path to becoming a surgeon, transitioned to digital advertising. Applying his surgical precision, he developed a systematic approach to campaign optimization, reducing client CPAs by 40% across multiple accounts. His training in high-pressure environments and attention to detail translated seamlessly to managing million-dollar ad budgets.
2. The Engineer Who Revolutionized Testing
An aerospace engineer brought her expertise in systems design to media buying, creating a scalable testing framework for ad creatives. Her automated system tested multiple creative variations simultaneously while maintaining statistical significance, leading to a 300% improvement in campaign efficiency.
3. The Philosophy Major’s Breakthrough
A philosophy major focused on formal logic uncovered subtle patterns in a struggling DTC brand’s campaign data. By applying logical reasoning, he developed a novel audience segmentation strategy that drove a 300% growth in revenue within three months.
Understanding the Two Types of Elite Media Buyers
Successful media buyers typically fall into two distinct categories, each bringing unique strengths and approaches to campaign management. Understanding these two types is crucial for building well-rounded, high-performing teams.
The Engineer Type: Methodical Optimization
The first category of elite media buyers approaches their work with an engineer's precision and systematic thinking.
These professionals excel at:
- Creating detailed testing frameworks
- Building scalable campaign structures
- Developing systematic optimization processes
- Applying data analysis with scientific rigor
- Maintaining steady, predictable growth
Key Characteristics of the Engineer Type:
- Approaches media buying with systematic precision
- Relies heavily on data-driven decision making
- Perfect for mature brands needing stability
- Often comes from engineering or quantitative backgrounds
- Excels at building repeatable processes
Success Story: The Engineer's Impact
Many successful media buyers come from engineering backgrounds, bringing their methodical approach to campaign optimization and scaling strategies. One standout example is an agency that exclusively hired media buyers with engineering backgrounds, finding their systematic approach to problem-solving and data analysis created exceptional results.
The Poker Player: Strategic Risk-Taking
The second category approaches media buying like a skilled poker player, making calculated risks based on data patterns and market analysis.
These buyers excel at:
- Calculating risks based on market analysis
- Thriving on testing new approaches
- Monitoring metrics obsessively
- Adapting quickly to market changes
- Identifying breakthrough opportunities
Key Characteristics of the Poker Player Type
- Operates with calculated probability-based decisions
- Highly adaptable to market changes
- Ideal for aggressive growth phases
- Often has a creative background
- Excels at identifying patterns and opportunities
Success Story: The Strategic Risk-Taker
A notable example includes a DTC brand achieving 300% growth in three months through a poker player-style media buyer who identified breakthrough audience segments and tested unconventional, creative approaches while obsessively monitoring metrics for quick pivots.
Matching Buyer Types to Business Needs:
When to Deploy the Engineer
- Mature brands requiring stable growth
- Complex campaign structures needing optimization
- Systematic testing requirements
- Data-heavy decision-making environments
When to Deploy the Poker Player
- Aggressive growth phases
- New market entry situations
- Creative-first campaign strategies
- Rapid testing and iteration requirements
Performance Measurement
Engineer Metrics:
- Systematic testing completion rates
- Process optimization improvements
- Consistent ROAS maintenance
- Documentation quality
Poker Player Metrics:
- Breakthrough campaign successes
- New audience discovery
- Creative testing win rates
- Scaling velocity
Breaking Down Traditional Silos
As a brand and/or agency, finding a buyer who can bridge the gap between media buying and creative teams will allow teams to work better, more efficiently, and connect people.
This siloed approach often leads to the following:
- Disconnected campaign strategies
- Missed optimization opportunities
- Slower response to market changes
- Reduced campaign effectiveness
- Limited creative innovation
Creating Integrated Teams
To break down these silos, successful agencies implement:
- Weekly sprints combining media and creative teams
- Real-time performance feedback loops
- Cross-functional brainstorming sessions
- Shared metrics and goals
- Regular knowledge-sharing meetings
How to Hire Exceptional Media Buyers
Step 1: Initial Screening
Focus on uncovering problem-solving abilities, analytical thinking, and diverse experiences.
Key steps include:
- Look beyond traditional marketing backgrounds; consider engineering, medicine, or philosophy candidates.
- Assess problem-solving aptitude with real-world examples.
- Verify hands-on campaign management experience and specific budget sizes.
- Check references and performance metrics to validate results.
Step 2: Technical Assessment
Gauge candidates’ skills through practical evaluations:
- Conduct live account audits to observe their optimization approach.
- Present real-world problem-solving scenarios.
- Test their ability to analyze creative performance.
- Evaluate their platform knowledge and data interpretation skills.
Step 3: Key Interview Questions
Tailor questions to assess a candidate’s expertise and adaptability.
General Questions:
- “Walk me through a campaign where you scaled from $X to $Y.”
- “What’s your process for creative testing and iteration?”
- “Describe your worst campaign failure and how you fixed it.”
- “Explain your daily optimization routine.”
Red Flags to Avoid
Be cautious of candidates who exhibit the following:
- Vague claims about managing “7-figure budgets” without specific examples.
- Over-reliance on platform certifications instead of tangible results.
- Difficulty explaining optimization decisions using data.
- Limited understanding of creative strategy’s role in campaign success.
- Poor communication or problem-solving during assessments.
Conclusion: Embracing Diversity in Media Buying
This guide has explored the essential qualities, backgrounds, and strategies for identifying and hiring elite media buyers who stand out in this evolving field. From the analytical precision of the engineer type to the strategic risk-taking of the poker player, each buyer brings unique strengths that can propel campaigns to new heights.
By understanding the specific needs of your business and adopting integrated, collaborative team structures, agencies and brands can overcome traditional silos and experience the full potential of their campaigns. Organizations can build robust, adaptable teams capable of driving consistent performance and breakthrough growth by understanding and leveraging media buyers and their archetypes through this guide.
