The core functions of a media agency include:

Media Planning: This involves researching and identifying the most suitable media platforms for a brand’s advertising campaign. Media planners consider factors like target audience, media consumption habits, and the client’s budget and objectives. Read more about media planning here.

Media Buying: Once the plan is in place, media buyers negotiate and purchase advertising space across selected media channels. This task requires a deep understanding of the media marketplace and strong negotiation skills to secure the best rates and placements. Read more about media buying here.

Campaign Management and Analytics: Media agencies monitor the performance of the advertising campaigns, analyze the data, and make adjustments to optimize the results. This continuous process ensures that the client’s objectives are met effectively.

Text: Seixas, Ricardo. “What Is a Media Agency and What Does a Media Agency Do? > One Day Agency.” One Day Agency: Integrated Advertising and Marketing Agency, 18 Aug. 2025, oneday.agency/blog/what-is-a-media-agency.

Media agencies predominantly work with above-the-line (ATL) media, which includes:

TV Advertising: One of the most impactful media, offering wide reach and a variety of advertising formats.

Radio Advertising: A traditional but still relevant medium, particularly for local and regional campaigns.

Print Media: Newspapers and magazines, catering to specific demographics and interests.

Outdoor Advertising: Billboards, transit ads, and other forms of outdoor media offer high visibility in public spaces.

Digital Marketing: Including online advertising, social media, and other digital channels that offer targeted and interactive ad options.

Text: Seixas, Ricardo. “What Is a Media Agency and What Does a Media Agency Do? > One Day Agency.” One Day Agency: Integrated Advertising and Marketing Agency, 18 Aug. 2025, oneday.agency/blog/what-is-a-media-agency.

A typical media agency comprises various teams, each specializing in different aspects of media planning and buying. These include:

Account Management: The primary point of contact for clients, responsible for understanding client needs and coordinating with other teams.

Media Planning: Experts who strategize where and when to place ads.

Media Buying: Specialists in negotiating and purchasing media space.

Research and Analytics: Professionals who analyze data and market trends to inform strategies.

Creative Team: Although not present in all media agencies, some have in-house creative teams to aid in the design and development of advertising materials.