What Is Paid Media: Types & Examples

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The term ‘paid media’ is typically utilized in the marketing market.

Some utilize the term paid media interchangeably with PPC marketing, but oftentimes it connects to a wider marketing scope.

This thorough guide will teach you what paid media is (and what it isn’t), the difference between different media types, and deal extensive examples.

What Is Paid Media?

Paid media is any marketing effort which contains a paid positioning.

While paid media is often used interchangeably with the term cost-per-click (CPC), it is essential to keep in mind the differentiation.

Paid media is used broadly to explain a channel, tactic, or method within the digital landscape. It does not define specific channels or even necessarily in between search, social, or other awareness advertising.

The Distinction In Between Earned, Owned, And Paid Media

Paid media is not the only media to drive awareness and demand. Earned media and owned media are vital pieces of an effective brand name technique.

It’s important not to confuse the 3 types of media, as each serves its own function. Let’s have a look at the key differences.

  • Made media: Any type of brand direct exposure acquired from techniques other than paid advertising.
  • Owned media: Any type of material your brand creates and controls.

Some examples of made media consist of:

  • Social sharing from customers.
  • Customer evaluations.
  • External media protection (public relations).

Owned media examples consist of:

  • Your site.
  • Social media channels.
  • Blog posts.

Types Of Paid Media Channels

Now that we have actually recognized the meaning of paid media, let’s have a look at the various types of paid media channels and the purposes they serve.

Before we dive into the various paid media channels, it’s also essential to keep in mind the difference in between ad formats and ad channels.

Advertisement formats are the type of advertisements shown in a particular channel. An advertisement format example might be:

  • Browse advertisement.
  • Video advertisement.
  • Show advertisement.
  • Banner ad.

So while ad formats are essential and will depend upon the channel, below we will concentrate on the channels themselves.

There are other types of paid media channels available that are not listed here, such as more traditional methods like direct-mail advertising or signboards. These paid media channels have a more physical presence, and here we will focus on digital channels.

Paid Search

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 generating around 61% of user searches in the United States.

Microsoft (Bing) is the second leading search engine, generating nearly 27% of user searches throughout its network of sites.

Less typically used online search engine that users utilize are:

The most common advertisement format on search engines is text-based.

Nevertheless, depending upon the context of a user’s search, other formats may be revealed, such as a Shopping advertisement.

Shopping advertisement formats consist mainly of an item image, name, rate, and description.

Paid Social

Paid social platforms have actually truly transformed over the previous few years.

Not only exist more social platforms to select from, but there are likewise more methods for brands to advertise on each platform.

A few of the most common paid social platforms include:

  • Meta (Buy Facebook Verification Badge).
  • Buy Instagram Verification Badge.
  • LinkedIn.
  • Buy TikTok Verification Badge.
  • Pinterest.
  • Snapchat.
  • Buy Twitter Verification Badge.

The most typical ad format in social channels is placed within a user’s newsfeed as they scroll. These advertisements will either consist of one (or more) static images or a video as the main visual.

Furthermore, most paid social platforms provide different placement types for sponsored advertisements. For example, Buy Instagram Verification Badge and Snapchat can show ads between user stories.

Some paid social platforms are more advantageous for B2B business than for B2C brands.

For instance, LinkedIn marketing consists generally of B2B brand names marketing their services or product to other specialists.

Other platforms like Buy TikTok Verification Badge and Snapchat may be better fit for B2C or ecommerce brands.

Whatever paid social channel you select from, simply make certain that your target market exists too.

Programmatic & Display

Display advertisements are shown on a variety of channels and networks. Advertisements are shown on numerous websites and apps depending upon the network.

While programmatic refers to the strategy of when/where/how to release advertisements, show refers to the real format of ads revealed.

Among the most typical display screen channels is the Google Display Network (GDN). This differs from programmatic due to the fact that the GDN is a closed network owned by Google.

The channels programmatic usages for its advertisement buys are comprised of the channels listed here.

Affiliate Marketing

This type of marketing is when a business or brand pays affiliates for each sale they contribute.

Among the biggest channels for affiliate marketing is through blog writers. A blogger will point out another item or brand in their post and then earn money for every single sale attributed back to that article.

This type of marketing is beneficial because it allows your brand name to broaden and scale its reach through other popular influencers in your space.

Other popular affiliate marketing channels consist of:

  • Email lists.
  • Voucher websites.
  • Review sites.

The beauty of affiliate marketing is that you can choose your partners and publishers. You ought to always choose partners lined up with your business’s objectives and goals.

Examples Of Paid Media

This is where the ad formats are wed to the paid media channels.

Below are examples of paid media advertisements from the popular channels listed above. These examples can help offer context when deciding what types of paid media to run.

Browse Examples

When searching for “top adult control apps” in Google, the first two positions are examples of search advertisements.

Screenshot from Google search for [leading adult control apps], Google, December 2022 While conducting the exact same search on Microsoft Bing, the ads look slightly different: Screenshot from Bing look for [leading adult control apps], January 2023 When looking for an item like”nike shoes for ladies,”the ads listed below are a shopping ad format. Screenshot from Google search for [leading adult control apps], Google, December 2022

Paid Social Examples Each social platform’s advertisement formats look various within their respective 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 likewise offers ads in its “Stories” placement. An example from Marriott is below:

Screenshot from Buy Instagram Verification Badge, December 2022 Show Examples Show ads can be

in all shapes and sizes, depending on the site or app. Below is an example of 3 different display screen ads shown on one website. Screenshot from author, December 2022

Affiliate Examples Often affiliate ads can be tough to spot.

For example, “Listicle” articles have ended up being a hot product, where a publisher is paid by other brand names to be included in a “Top” product article.

Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer look at this example’s “Advertising Disclosure,” you’ll discover that this publisher is paid by the brands for exclusive placement:

Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential part of any marketing strategy and can


fast results. Nevertheless, you ought to not fully rely on paid media to drive sustainable development by itself. The suitable paid media channels for your brand should be figured out by your goals and

where your target audience invests their time. Developing a holistic plan comprising paid, earned, and owned media helps your business optimize reach with your clients and reduce marketing expenses with time. More resources: Included Image: VectorMine/SMM Panel

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