What Is Paid Media: Types & Examples

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The term ‘paid media’ is frequently utilized in the marketing industry.

Some use the term paid media interchangeably with pay per click advertising, but frequently it associates with a more comprehensive marketing scope.

This comprehensive guide will teach you what paid media is (and what it isn’t), the distinction 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 keep in mind the distinction.

Paid media is used broadly to describe a channel, technique, or strategy within the digital landscape. It does not define particular channels or perhaps always in between search, social, or other awareness advertising.

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 essential pieces of an effective brand strategy.

It’s important not to puzzle the three kinds of media, as each serves its own function. Let’s take a look at the essential distinctions.

  • Earned media: Any type of brand exposure acquired from methods other than paid marketing.
  • Owned media: Any kind of material your brand develops and controls.

Some examples of made media include:

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

Owned media examples include:

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

Kinds Of Paid Media Channels

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

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

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

  • Browse advertisement.
  • Video advertisement.
  • Display advertisement.
  • Banner ad.

So while advertisement formats are necessary and will depend upon the channel, listed below we will focus on the channels themselves.

There are other kinds of paid media channels offered that are not listed here, such as more conventional methods like direct mail or billboards. These paid media channels have a more physical presence, and here we will concentrate on digital channels.

Paid Search

The most common platforms in paid search are Google and Bing search engines.

Google is the leading search engine in market share, with its websites creating around 61% of user searches in the United States.

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

Less commonly used online search engine that users leverage are:

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

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

Shopping ad formats consist primarily of a product image, name, cost, and description.

Paid Social

Paid social platforms have actually genuinely transformed over the previous couple of years.

Not only exist more social platforms to pick from, but there are also more methods for brand names to market on each platform.

A few of the most common paid social platforms include:

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

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

In addition, most paid social platforms offer different positioning types for sponsored ads. For example, Buy Instagram Verified and Snapchat can show ads between user stories.

Some paid social platforms are more advantageous for B2B companies than for B2C brand names.

For instance, LinkedIn advertising consists generally of B2B brands marketing their service or product to other experts.

Other platforms like Buy TikTok Verified and Snapchat might be much better suited for B2C or ecommerce brand names.

Whatever paid social channel you select from, just make sure that your target audience exists too.

Programmatic & Show

Show ads are revealed on a variety of channels and networks. Advertisements are displayed on various websites and apps depending upon the network.

While programmatic refers to the method of when/where/how to release ads, display refers to the real format of advertisements shown.

One of the most typical screen channels is the Google Show Network (GDN). This varies from programmatic due to the fact that the GDN is a closed network owned by Google.

The channels programmatic uses for its advertisement purchases are comprised of the channels noted here.

Affiliate Marketing

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

One of the biggest channels for affiliate marketing is through bloggers. A blogger will discuss another product or brand name in their post and after that make money for every single sale associated back to that blog post.

This type of marketing is useful due to the fact that it permits your brand to broaden and scale its reach through other popular influencers in your area.

Other popular affiliate marketing channels include:

  • Email lists.
  • Voucher websites.
  • Evaluation websites.

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

Examples Of Paid Media

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

Below are examples of paid media advertisements from the popular channels noted above. These examples can assist offer context when choosing what types of paid media to run.

Search Examples

When looking for “leading adult control apps” in Google, the very first 2 positions are examples of search advertisements.

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

Paid Social Examples Each social platform’s advertisement formats look different within their particular newsfeeds.

Here is a LinkedIn newsfeed example:

Screenshot from LinkedIn, December 2022 A Buy Facebook Verified ad newsfeed example: Screenshot from Buy Facebook Verified, December 2022

Buy Instagram Verified likewise uses ads in its “Stories” positioning. An example from Marriott is below:

Screenshot from Buy Instagram Verified, December 2022 Display Examples Display ads can be

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

Affiliate Examples Sometimes affiliate ads can be tough to spot.

For instance, “Listicle” short articles have ended up being a hot commodity, where a publisher is paid by other brands to be consisted of in a “Top” item post.

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

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


quick outcomes. Nevertheless, you ought to not fully count on paid media to drive sustainable development by itself. The suitable paid media channels for your brand name need to be figured out by your objectives and

where your target audience invests their time. Creating a holistic strategy comprising paid, made, and owned media assists your business maximize reach with your consumers and reduce marketing expenses in time. More resources: Featured Image: VectorMine/Best SMM Panel