A media planning and buying career in AV.

​What’s the appeal for an AV career?

An AV (Audio Visual) career is an exciting, fast-paced career that will always have a demand for technical media planners who manage the relationship between advertisers and broadcasters. Media can seem very digital centric right now, but AV isn’t going anywhere, and the scope for doing cool and innovative work just keeps increasing.

AV refers to anything you can hear and watch via electronic media, think TV, radio, online video, cinema, podcasts and more. There are two parts to an AV role that includes implementation planning, which is the specialist planning to consider the most effective channels for your target audience, and buying, which involves liaising with production managers and media owners to buy advertising space. From an agency perspective, AV specialists manage this process so their clients can promote their campaigns to their desired consumer or audience.

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What technical experience is required?

​AV jobs can get technical, so we find that employers almost always look for at least buying experience. Working in AV requires being highly proficient using buying systems including Caria, Prisma, MediaOceon, Spot Dashboard, Addynamix, TechEdge, or Infosys.

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What transferrable skills are beneficial for AV roles?

Transferrable skills can support your application if you’re thinking of applying for an AV role with limited experience. Even if you have got planning and buying experience, it’s always a great idea to hone-in on these skills that employers look out for:

-Relationship management

-Negotiation skills

-Excellent communication

-Data-driven

For more advice on how to stand out, email me.

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What does an AV career look like?

TV Buyer / AV Account Exec

You usually start your career in AV by learning the basics of buying TV and other channels, reporting, and optimising. Many people enter the industry after studying a media-related degree, and lots of media agencies run grad schemes where you will learn about different areas within an agency, including AV. Otherwise, there are also internships offered, which can help get your foot in the door.

Senior AV Executive

Start gaining exposure to implementational planning across some channels, gaining some client contact, and building relationships with media owners. You may mentor some junior members of the team.

AV Manager

At manager level you will be running your account day to day. Be in contact with your clients, work with internal planning teams, and potentially leading relationships with media owners alongside your AD. You may choose to specialise in Implementation or Investment, or even branch out to incorporate other channels. You will usually be managing a team and be responsible for their development.

AV Account Director

At AD level you will gain real responsibility for overseeing your team and owning your client relationships. This is usually more of a hands-off role but getting involved where appropriate. You may still be the day-to-day contact for your clients and ensure the account runs smoothly, investment is appropriate, and that you are delivering for your clients.

AV Lead/Business Director

High level running of accounts, in particular the commercial aspects of the account, and potentially some auditing. You will work on uncovering new business opportunities, outside or in conjunction with the ongoing media planning/buying activity.

For salary advice, and to see how your salary compares with average AV salaries, take a look at the 2021 Salary Guide.

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More ways to stand out when applying for AV roles

Evidence of previous work is valuable when applying for AV roles, especially if they have been aw-rd winning, and are brilliant examples of campaigns that have had a high return in investment. You might want to name-drop a well-known client list too. Further successes that show experience with managing AV media planning and buying to promote direct response (call to action adverts) or brand advertisements, will also prove your competence for the role. Quoting measurable results that show the conversion rate for your client can also be impressive.

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How to keep up with the advertising industry

Ensure you’re engaging with media and advertising specialists such as The Drum, Adweek, and Campaign Live to name a few. These publications are the eyes and ears of the industry that compare, criticise, and present campaigns from across the globe. Take note of successes and ways to empower your AV skills so you can continually improve and keep your finger on the buzzer. Improving your knowledge of the advertising space, publishers, and media owners can help you create a rapport as being a great candidate.

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I am currently working with a variety of agencies including ‘the big six’ agencies who are hiring for some exciting AV and other Media Planning & Buying roles at all levels. Don’t miss out, email me at victoriagw@weareaspire.com or browse our MPB job opportunities here.

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