The Silent Crisis Of Burnout In The Media Buying Industry

Most would consider media buying a cushy job. But the reality is far from it. The world of media buying is not just some dashboards and numbers. It is a chaotic world that is always awake. There is a lot going on, and media buyers are often called up during the weekend or even at midnight. Their professional and personal commitments clash, and they lose their sleep and mental peace. 

But this was not always the case. What changed the industry? Why are media buyers burned out? And what can we do about it?

What Do Media Buyers Actually Do?

Before we delve into the bigger questions, let’s ask ourselves what we know about the world of media buying. 

Behind every well-placed ad is a skilled media buyer. Let me share an experience with you so that you can understand it better. Last week, I ran out of sunscreen and did a couple of quick searches for a good replacement. Do you know what popped up in my Insta feed that very night? An ad for a sunscreen. That is what I call a well-placed, well-timed ad. It seems like magic, doesn’t it? But trust me, it is not. It is much more mundane than magic. 

Behind that well-placed ad is the effort of a media buyer. They secure ideal locations, placements, and times with the aim of getting the ad before the right audience. For this, three elements have to come together – 

• Location – Must be where the brand’s audience is located
• Channel – Must be relevant to the brand’s audience
• Timing –  Should be when the maximum target audience can see the ad

All these elements are important so that the ad is shown to someone who actually clicks, thus keeping the cost per action low. 

A media buyer’s responsibilities include:

• Developing ad strategies to match business goals
• Choosing the right platforms 
• Allocating and optimizing ad budgets
• Writing or guiding ad copy and creatives
• A/B testing to find what works
• Monitoring performance round-the-clock
• Reporting to clients or internal teams

Their job description seems like a lot of work, doesn’t it? That’s because it is. Media buying is not just about posting ads, it’s about making money work smarter. It takes skill, strategy, and constant attention.

Here are a few more facts about media buyers:

• Most companies assess media buying using these KPIs –
  • Cost per click
  • Return on ad spend 
  • Impressions 
  • Click-through rates  
  • Conversions 

• Media buyers have to work across multiple platforms (Facebook, Instagram, Google Ads, TikTok, YouTube, etc). 

The Reality Behind Media Buying Today

Now that you know all about media buying, let’s peek into the state of the industry at present. 

Today, companies expect media buyers to:

• Be available 24/7
• Tolerate unclear briefs
• Tweak campaigns even outside working hours
• Take full responsibility when results fluctuate

These silent expectations are draining media buyers. They are expected to reply instantly, fix issues even outside working hours, and chase KPIs that change without warning. Even a sudden algorithm change or a tracking error can escalate into a crisis. The pressure is relentless, and this slowly saps their creativity and mental resilience. There is little room for error, and even rest is a luxury. This has left media buyers exhausted and struggling to keep up their performance.   

Reasons for the Current State of Things

The current state was precipitated by:

• Platforms that Function 24/7

We already mentioned that media buyers work across multiple platforms. There is something all these platforms have in common. All of them, be it Meta or Google, work around the clock. Consequently, most people make the assumption that media buyers also have to be available around the clock. 

• Performance Culture

In most industries, a performance culture is now prevailing. In other words, employees are chasing after measurable results. But today, almost everything is measurable. So everything gets measured. This means that every employee is expected to beat endless KPIs. This expectation has left media buyers chasing after an endless list of KPIs.

• Hustle Culture

The next phenomenon that has contributed to the plight of media buyers is the hustle culture. The hustle culture is all about relentlessly pursuing success while sacrificing one’s well-being. This idea of working long hours and pushing oneself can be very unhealthy. It will leave one stressed, anxious, and exhausted.

• Late-Minute Decisions

Brands often make decisions in the eleventh hour. This can be a nightmare for digital advertising professionals. They will be expected to implement these changes instantly. This puts immense pressure on them. Moreover, if the results are not as expected, they will have to take the blame for that too. 

• Platform Instability

Ad platforms are complex and a bit unpredictable. Sudden changes in these platforms often lead to account bans, tracking errors, and technical glitches. This means that media buyers have to be on the lookout for issues at all times. Today, automated ad campaign management tools can send alerts about issues, but resolving them still falls on human shoulders. So when issues crop up, sometimes during odd hours of the day, media buyers are expected to jump in and solve them. Even if the issue is beyond their control, they are expected to keep the campaigns running somehow.

• Lack of Boundaries

Remote work and digital tools are more common today. This might sound like a good thing, however, it also means that work follows you everywhere. Clients fail to value your personal time and do not mind ringing you up for a quick ‘tweak’. Eventually, your phones and laptops become mini-offices, and the boundary between work and life vanishes. 

The Consequence – Burnout 

The silent expectations and high pressure have one consequence – burnout. If you don’t already know, burnout is a state of emotional, physical, and mental exhaustion. It is a grave issue. In fact, the WHO has included burnout in the 11th Revision of the International Classification of Diseases (ICD-11). It is classified as an occupational phenomenon. 

The media buyers start their job roles full of ideas, but over time, they feel burdened by constant performance tracking, unpredictable demands, and little to no downtime. Then, mental and physical exhaustion creeps in, and their creative thinking takes a hit. They will slowly lose their confidence and the love they had for the job. This will make them second-guess every decision, and their performance will drop. In other words, they will shut down emotionally, mentally, and physically. Here are some signs of burnout in media buyers:

• Constant tiredness
• Loss of interest in campaign planning
• Gets overwhelmed by simple tweaks
• Feels disconnected from their team/clients
• Dreads each morning
• Spike in anxiety every time results drop 

This process does not happen overnight. It builds up bit by bit, over time. The most disheartening aspect here is that most media buyers attempt to push through it. They fear that they will lose their clients or fall behind. This fear stems from the normalization of burnout in the media buying industry. It is seen as part of the job. Phrases like “Everyone’s under pressure” and “That’s just how the industry works” get thrown about a lot. Working weekends is rewarded, but taking breaks is often judged. This state of the industry is quite dangerous because when the industry starts wearing burnout like a badge of honor, real issues are swept under the rug. 

How Weft Takes Care of Its Employees? 

We do not take any of our employees for granted. This applies to our digital advertising employees, too. Here are a few things we do to prevent burnout:

• Unless it’s a crisis, we avoid after-hours messages.
• We set realistic KPIs and don’t just focus on the numbers..
• We encourage time off and normalize rest.
• We provide clear briefs and avoid last-minute changes.
• We trust our media buyers to take strategic actions.
• We do not micromanage and give free rein to creative freedom.
• We leverage digital advertising automation services to reduce manual load.

Final Thoughts

Media buying is a fast-paced and exciting industry. But it runs on the fuel of creativity, insights, and strategy. It is not just about grinding for long hours in front of multiple dashboards. So, for a successful campaign, you need to prioritize the mental health of your employees. It’s all about building sustainable work cultures. To that end, let’s give media buyers the space they deserve. 

If you’re a media buyer reading this, here’s your reminder: You are more than your ROAS.

And if you’re someone who works with media buyers, here’s your reminder: Respect their time, expertise, and limitations.

Speak up about the human cost behind a campaign and prevent burnout among media buyers.