If you want to understand what a media buyer typically makes, don’t bother running a Google search to see what comes up. From my experience when reviewing the various sources out there such as Zippia or Salary.com they always seem disconnected from the realities of the digital media industry. 

While there will be discrepancies between large markets such as Atlanta and San Francisco vs. perhaps a smaller market like Raleigh NC, we are entering a post pandemic world where virtual work in the digital media buying space is becoming the norm and employers have the option of hiring anyone from anywhere. So, for the purpose of this overview, I am looking at this through a national lens of what media buyers could mostly likely expect. 

Entry Level

For someone just starting out with little to no experience, they can expect to make between $40k - $50k. If they perform well and work for an agency, their salary will grow much quicker than if they are working for a brand or large tech company.

Entry Level with Experience

Once you have a couple of years under your belt, this is when you will probably see the single greatest percentage growth. Companies are always willing to pay far more for someone with a few years of experience vs. someone who will require a great deal of training. Generally, I would say a target range of $65k would be expected by this point.

Intermediate Experience

By the time you have been a digital media buyer for at least 5 years, you are now desirable since your skills are becoming a bit more advanced and you have most likely developed a solid resume in a specific area such as social media, programmatic media or search marketing.  If you are a go getter and sharp, $85k is about what I would typically expect to pay for someone at this level.

Entry Level Management

At some point you will move beyond being a sole contributor and begin to manage a small team or maybe responsible for an actual media program such as social media operations. I often see people enter their first period of people management somewhere between 7 to 9 years of experience at which point they will also start to break above $100k to about a $120k.

Mid-Level Management

Once you have about 10 years under your belt, your skills have started to broaden. Your knowledge will typically expand beyond a single media discipline with a mastery over several. You have begun to manage larger teams if not multiple teams and it would be common to expect a salary range anywhere from $130 up to $150.

In some cases, you may find Director roles on the brand side reaching up to a $180k for those with 15+ years of experience.

Senior Level Management

As you begin to move into the senior levels of a media organization such as a VP of Digital Media, $180k becomes the base and reaching up to $250k a year when you add in bonuses is not uncommon. Most people at this level often have over 15 years’ experience offering both broad and deep knowledge across every aspect of digital media.  

While the numbers above are guidelines on what I would expect to pay someone based on their years of experienced, I would also expect those individuals to be talented, hard workers and disciplined in developing their skills over the years. In the end, your salary is reflection of your abilities not just the number of years you have worked at a job. Afterall, you will still be paid based on the value you bring not just what the range is for the position.