The term ‘paid media’ is typically used in the marketing industry.
Some utilize the term paid media interchangeably with pay per click marketing, however frequently it connects to a wider marketing scope.
This comprehensive guide will teach you what paid media is (and what it isn’t), the difference between different media types, and offer extensive examples.
What Is Paid Media?
Paid media is any marketing effort that contains a paid placement.
While paid media is typically utilized interchangeably with the term cost-per-click (CPC), it is very important to note the distinction.
Paid media is utilized broadly to explain a channel, method, or strategy within the digital landscape. It does not define certain channels and even always between search, social, or other awareness marketing.
The Distinction Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Made media and owned media are crucial pieces of a successful brand technique.
It is very important not to confuse the 3 kinds of media, as each serves its own purpose. Let’s take a look at the key differences.
- Made media: Any type of brand direct exposure got from methods aside from paid advertising.
- Owned media: Any kind of content your brand name produces and controls.
Some examples of made media include:
- Social sharing from customers.
- Client evaluations.
- External media protection (public relations).
Owned media examples include:
- Your website.
- Social network channels.
Types Of Paid Media Channels
Now that we’ve determined the meaning of paid media, let’s take a look at the various types of paid media channels and the functions they serve.
Prior to we dive into the various paid media channels, it’s also crucial to note the difference between advertisement formats and ad channels.
Advertisement formats are the type of ads shown in a particular channel. An ad format example could be:
- Search ad.
- Video advertisement.
- Show ad.
- Banner ad.
So while advertisement formats are essential and will depend upon the channel, below we will concentrate on the channels themselves.
There are other kinds of paid media channels readily available that are not noted here, such as more traditional techniques like direct mail or billboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.
The most typical platforms in paid search are Google and Bing online search engine.
Google is the leading online search engine in market share, with its websites producing around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading search engine, creating almost 27% of user searches throughout its network of sites.
Less frequently utilized online search engine that users utilize are:
The most typical advertisement format on online search engine is text-based.
However, depending upon the context of a user’s search, other formats might be shown, such as a Shopping advertisement.
Shopping advertisement formats consist mainly of an item image, name, rate, and description.
Paid social platforms have genuinely changed over the past couple of years.
Not just exist more social platforms to pick from, however there are likewise more methods for brand names to market on each platform.
Some of the most typical paid social platforms include:
- Meta (Buy Facebook Verification Badge).
- Buy Instagram Verification Badge.
- Buy TikTok Verification Badge.
The most typical ad format in social channels is positioned within a user’s newsfeed as they scroll. These ads will either include one (or more) fixed images or a video as the main visual.
Additionally, most paid social platforms provide various placement types for sponsored ads. For instance, Buy Instagram Verification Badge and Snapchat can reveal ads between user stories.
Some paid social platforms are more helpful for B2B business than for B2C brand names.
For instance, LinkedIn advertising consists generally of B2B brand names marketing their product and services to other experts.
Other platforms like Buy TikTok Verification Badge and Snapchat may be much better matched for B2C or ecommerce brands.
Whatever paid social channel you choose from, simply make sure that your target market exists also.
Programmatic & Show
Display ads are shown on a range of channels and networks. Advertisements are displayed on numerous sites and apps depending upon the network.
While programmatic refers to the method of when/where/how to release ads, show describes the actual format of ads shown.
Among the most common screen channels is the Google Display Network (GDN). This differs from programmatic because the GDN is a closed network owned by Google.
The channels programmatic uses for its ad buys are consisted of the channels noted here.
This type of marketing is when a company or brand name pays affiliates for each sale they contribute.
Among the biggest channels for affiliate marketing is through bloggers. A blogger will mention another item or brand in their post and then earn money for every single sale associated back to that blog post.
This kind of marketing is advantageous because it enables your brand name to broaden and scale its reach through other popular influencers in your space.
Other popular affiliate marketing channels include:
- Email lists.
- Voucher websites.
- Review sites.
The charm of affiliate marketing is that you can select your partners and publishers. You ought to constantly pick partners lined up with your business’s objectives and goals.
Examples Of Paid Media
This is where the ad formats are married to the paid media channels.
Below are examples of paid media ads from the popular channels noted above. These examples can assist provide context when choosing what kinds of paid media to run.
When looking for “leading adult control apps” in Google, the first two positions are examples of search ads.
Screenshot from Google look for [top adult control apps], Google, December 2022 While performing the very same search on Microsoft Bing, the advertisements look somewhat different: Screenshot from Bing search for [top parental control apps], January 2023 When looking for a product like”nike shoes for ladies,”the ads listed below are a shopping advertisement format. Screenshot from Google look for [top parental control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their particular newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verification Badge advertisement newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022
Buy Instagram Verification Badge also provides ads in its “Stories” placement. An example from Marriott is listed below:
Screenshot from Buy Instagram Verification Badge, December 2022 Display Examples Show advertisements can be
in all shapes and sizes, depending upon the website or app. Below is an example of three different screen ads shown on one web page. Screenshot from author, December 2022
Affiliate Examples Often affiliate ads can be challenging to spot.
For example, “Listicle” posts have actually become a hot commodity, where a publisher is paid by other brands to be included in a “Leading” product article.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer look at this example’s “Advertising Disclosure,” you’ll see that this publisher is paid by the brand names for unique positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important component of any marketing technique and can
quick outcomes. Nevertheless, you should not fully depend on paid media to drive sustainable development by itself. The suitable paid media channels for your brand need to be identified by your objectives and
where your target market spends their time. Producing a holistic strategy consisting of paid, earned, and owned media assists your business optimize reach with your clients and reduce marketing expenses in time. More resources: Featured Image: VectorMine/SMM Panel