What Is Paid Media: Types & Examples

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The term ‘paid media’ is commonly used in the marketing market.

Some use the term paid media interchangeably with pay per click marketing, however usually it associates with a wider advertising scope.

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

What Is Paid Media?

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

While paid media is frequently utilized interchangeably with the term cost-per-click (CPC), it is essential to keep in mind the distinction.

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

The Distinction In 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 a successful brand name technique.

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

  • Made media: Any kind of brand name direct exposure acquired from methods aside from paid advertising.
  • Owned media: Any kind of content your brand produces and manages.

Some examples of earned media include:

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

Owned media examples include:

  • Your website.
  • Social network 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 different kinds of paid media channels and the purposes they serve.

Prior to we dive into the different paid media channels, it’s likewise important to note the distinction between ad formats and ad channels.

Advertisement formats are the kind of advertisements displayed in a specific channel. An advertisement format example could be:

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

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

There are other types of paid media channels available that are not noted here, such as more traditional approaches like direct mail or signboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.

Paid Search

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

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

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

Less typically used online search engine that users leverage are:

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

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

Shopping ad formats consist generally of a product image, name, rate, and description.

Paid Social

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

Not just exist more social platforms to choose from, however there are likewise more ways for brand names to promote on each platform.

A few of the most typical 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 consist of one (or more) fixed images or a video as the main visual.

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

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

For instance, LinkedIn marketing consists primarily of B2B brands marketing their services or product to other experts.

Other platforms like Buy TikTok Verified and Snapchat might be much better fit for B2C or ecommerce brands.

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

Programmatic & Display

Display advertisements are revealed on a range of channels and networks. Ads are shown on various sites and apps depending upon the network.

While programmatic describes the strategy of when/where/how to release advertisements, show describes the real format of advertisements shown.

Among the most common display screen channels is the Google Show Network (GDN). This differs from programmatic because the GDN is a closed network owned by Google.

The channels programmatic usages for its ad purchases are comprised of the channels listed here.

Affiliate Marketing

This kind 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 blog writers. A blogger will discuss another item or brand name in their post and then get paid for every single sale attributed back to that article.

This type of marketing is useful because it permits your brand name to broaden and scale its reach through other popular influencers in your area.

Other popular affiliate marketing channels consist of:

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

The charm of affiliate marketing is that you can pick your partners and publishers. You should always pick partners lined up with your business’s goals 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 noted above. These examples can assist provide context when deciding what kinds of paid media to run.

Search Examples

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

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

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

Here is a LinkedIn newsfeed example:

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

Buy Instagram Verified also provides ads in its “Stories” placement. An example from Marriott is listed below:

Screenshot from Buy Instagram Verified, December 2022 Show Examples Show advertisements can be

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

Affiliate Examples Sometimes affiliate advertisements can be difficult to area.

For instance, “Listicle” short articles have actually become a hot commodity, where a publisher is paid by other brand names to be included in a “Leading” item article.

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

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


fast outcomes. Nevertheless, you need to not completely depend on paid media to drive sustainable growth by itself. The suitable paid media channels for your brand ought to be determined by your objectives and

where your target audience invests their time. Developing a holistic plan consisting of paid, made, and owned media assists your business optimize reach with your consumers and reduce marketing expenses in time. More resources: Included Image: VectorMine/Best SMM Panel