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.