Sellers, ads

What does a sales representative in advertising do? – Tasks and work environment

A sales representative in advertising is responsible for selling ad space across various media, such as digital platforms, print press, or radio. The work involves identifying new business opportunities, building and maintaining customer relationships, and negotiating contracts and prices. Contact is often made via phone, digital meetings, and personal visits, where the ability to understand customer needs and create tailored solutions is crucial. The work environment is typically office-based with a fast pace, deadlines, and result-oriented goals, but flexibility and remote work options are increasingly common in the industry.

Salary development over time

Sales representatives in advertising have seen a steady increase in average salary over the past three years. In 2022, the average salary was 46,700 SEK per month, rising to 49 600 in 2023 and further up to 51 300 in 2024. This represents a total increase of about 10% during this period, slightly above the average wage growth on the labor market. Salaries are influenced by increased digitalization, where demand for skilled advertising salespeople with digital competence has grown. At the same time, competition for advertising revenue among media channels has led employers to value salespeople with broad networks and advanced negotiation skills, which may explain the salary increase.

Advertising sales salary – comprehensive overview

• Average salary: 51 300 SEK/month
• Lowest salary: 38,200 SEK/month (female, government sector)
• Highest salary: 61,500 SEK/month (male, private sector employee, postgraduate education 3+ years)
• Hourly wage (average): 309 SEK
• Women's average salary: 47 200 SEK (89 % of men's salary)
• Men's average salary: 53 000 SEK
• Regional differences: Salary variations exist, but the capital region often offers higher levels

Education and qualifications

To work as a sales representative in advertising, a high school diploma is usually required, preferably with a focus on sales, marketing, or media. Many employers value post-secondary studies in sales or marketing communication, but practical experience, internal training, and specialized courses are also common ways to build expertise. The ability to quickly understand digital ad solutions and strong communication skills are key qualifications for success in the role.

• High school diploma: Business and administration programs or similar
• Post-secondary education: YH/KY training in sales, marketing, or media (1–2 years)
• Certifications: Courses in digital marketing, ad management, and sales techniques
• Internships: Internships or trainee programs within the media industry are recommended
• Prerequisites: Good communication skills and interest in business
• Self-study: Online courses in digital advertising and CRM systems

Common benefits and compensation

Advertising salespeople are often offered performance-based pay with a base salary supplemented by commissions or bonuses. Other common benefits include wellness allowances, mobile phones and computers, company cars for larger client responsibilities, and opportunities for skills development. Flexible working hours and remote work options are also common in the profession.

Competition and challenges

The job market for advertising salespeople is characterized by a balance between supply and demand, with moderate opportunities for new jobs nationwide. One of the biggest challenges is the rapid digital development, requiring salespeople to constantly update their knowledge of new platforms and ad technologies. Competition for advertising budgets is fierce, which demands high results and adaptability. Additionally, good negotiation and networking skills are essential, and the pressure to meet sales targets can be demanding. Building long-term relationships and delivering added value to clients are thus crucial for success in the profession.

Tips for aspiring advertising salespeople

To succeed as an advertising salesperson, it’s important to be result-oriented and comfortable working towards clear goals, as the profession is often performance-based. Strong communication skills help build trust with clients and present solutions convincingly. Being attentive to customer needs and capable of identifying opportunities is key to long-term business relationships. Flexibility and the ability to quickly adapt to changing market conditions are also important, as digital ad solutions are constantly evolving. A genuine interest in sales and media fuels engagement and motivation. For those who are persistent and positive, the profession offers opportunities for personal and professional growth. Finally, continuous further education in digital marketing is advisable to stay competitive.

Key facts about Salespeople in advertising

• Average salary: 51 300 SEK/month
• Salary range: 38,200–61,500 SEK/month
• Education level: High school diploma, often supplemented with YH or courses
• Work environment: Office-based, often result-driven and social
• Demand: Moderate, approx. 550 job openings nationwide

Career paths and future outlook

After three to five years as an advertising salesperson, there are opportunities to advance to roles such as key account manager, sales manager, or business developer within the media industry. Some choose to specialize in digital advertising or project management. According to the Swedish Public Employment Service’s forecast, demand for corporate salespeople, including advertising salespeople, is expected to remain unchanged over the next five years, with a balanced job market. This offers good prospects for continued employment for engaged and well-informed individuals. However, digitalization and changing advertising channels may influence future skill requirements, making ongoing training increasingly important.

Frequently asked questions about Salespeople in advertising

• What is the average salary for a sales representative in advertising?
  - A sales representative in advertising has an average monthly salary of 51 300.
• What are the highest and lowest salaries for a sales representative in advertising?
  - The highest reported salary is 61,500 SEK and the lowest is 38,200 SEK per month.
• What are the gender differences in salaries for sales representatives in advertising?
  - Women earn on average 47 200 SEK while men earn 53 000 SEK, which corresponds to 89 % of men's salary.
• Is education required to become a sales representative in advertising?
  - High school education is usually required, but post-secondary courses and experience are highly valued.
• What personal qualities are needed for the profession?
  - Communication skills, attentiveness, drive, and adaptability are important qualities.
• What are the future prospects for advertising salespeople?
  - Demand is considered moderate and unchanged over the next five years, with approximately 550 job openings nationwide.
• Are there regional salary differences?
  - Yes, salary levels are often higher in metropolitan regions compared to other parts of the country.