Media Buyer Brief Template

Why this role needs a brief

Media buying requires aligning multiple stakeholders, balancing targets and budgets, and managing deadlines across platforms. Without a precise brief, even experienced media buyers may overspend, reach the wrong audience, or miss critical metrics. A well-structured brief ensures the campaign strategy is clear, timelines and deliverables are understood, and everyone is focused on shared goals.

Best questions to ask before starting

• What is the primary goal of the campaign (awareness, conversions, lead generation, etc.)?
• Who is the target audience (demographics, locations, interests)?
• What is the total budget and preferred breakdown by channel/platform?
• Which platforms do you want to target (e.g., Facebook, Google, LinkedIn)?
• What are the start and end dates of the campaign?
• Are there any existing creative assets, or will new ones be provided?
• What are the key performance indicators (KPIs) for success?
• Are there any restrictions, brand guidelines, or competitor exclusions?
• Who will be the main point of contact for approvals and feedback?
• Is there any historical data or past campaign insights that should inform the media plan?

Common mistakes

• Not specifying clear campaign objectives or KPIs.
• Overlooking audience specifics and targeting details.
• Failing to provide a realistic or actionable budget.
• Neglecting timelines or missing important campaign milestones.
• Ignoring platform-specific guidelines or technical requirements.

FAQ

What information helps a media buyer deliver the best results?

Clear goals, target audience details, platform preferences, budget, and success metrics enable media buyers to optimize spend and achieve client objectives.

How specific should my media brief be?

The more specific your brief, the better. Include measurable goals, audience details, budgets, desired platforms, creative assets, and campaign dates.