The term ‘paid media’ is frequently utilized in the marketing industry.
Some utilize the term paid media interchangeably with pay per click marketing, but usually it connects to a wider advertising scope.
This thorough guide will teach you what paid media is (and what it isn’t), the difference in between various media types, and offer extensive examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid placement.
While paid media is frequently used interchangeably with the term cost-per-click (CPC), it is essential to note the differentiation.
Paid media is used broadly to explain a channel, tactic, or method within the digital landscape. It does not specify specific channels or perhaps necessarily 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 need. Earned media and owned media are vital pieces of an effective brand strategy.
It is essential not to puzzle the 3 types of media, as each serves its own function. Let’s take a look at the essential differences.
- Made media: Any type of brand name direct exposure got from approaches other than paid marketing.
- Owned media: Any type of material your brand name develops and controls.
Some examples of made media consist of:
- Social sharing from customers.
- Customer evaluations.
- External media coverage (public relations).
Owned media examples include:
- Your site.
- Social network channels.
Types Of Paid Media Channels
Now that we’ve identified the meaning of paid media, let’s take a look at the different types of paid media channels and the purposes they serve.
Before we dive into the different paid media channels, it’s likewise crucial to keep in mind the distinction between ad formats and advertisement channels.
Advertisement formats are the kind of advertisements displayed in a particular channel. An ad format example might be:
- Search advertisement.
- Video ad.
- Display ad.
- Banner ad.
So while ad formats are necessary and will depend on the channel, below we will focus on the channels themselves.
There are other types of paid media channels readily available that are not listed here, such as more standard approaches like direct mail or signboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.
The most common platforms in paid search are Google and Bing search engines.
Google is the leading online search engine in market share, with its sites producing around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading search engine, creating almost 27% of user searches across its network of websites.
Less commonly used online search engine that users utilize are:
The most common advertisement format on online search engine is text-based.
Nevertheless, depending upon the context of a user’s search, other formats may be shown, such as a Shopping ad.
Shopping advertisement formats consist primarily of a product image, name, cost, and description.
Paid social platforms have really transformed over the previous couple of years.
Not only exist more social platforms to pick from, however there are likewise more methods for brands to market on each platform.
A few of the most common paid social platforms consist of:
- Meta (Buy Facebook Verified).
- Buy Instagram Verified.
- Buy TikTok Verified.
- Buy Twitter Verified.
The most typical advertisement format in social channels is put within a user’s newsfeed as they scroll. These advertisements will either include one (or more) fixed images or a video as the main visual.
Furthermore, most paid social platforms provide various placement types for sponsored ads. For example, Buy Instagram Verified and Snapchat can reveal ads between user stories.
Some paid social platforms are more advantageous for B2B companies than for B2C brands.
For example, LinkedIn marketing consists mainly of B2B brand names marketing their product and services to other specialists.
Other platforms like Buy TikTok Verified and Snapchat might be much better fit for B2C or ecommerce brand names.
Whatever paid social channel you pick from, just ensure that your target audience is there as well.
Programmatic & Show
Show advertisements are revealed on a range of channels and networks. Ads are shown on various sites and apps depending on the network.
While programmatic describes the technique of when/where/how to publish ads, display describes the real format of ads shown.
Among the most typical 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 uses for its advertisement purchases are consisted of the channels listed here.
This kind of marketing is when a business or brand name pays affiliates for each sale they contribute.
One of the biggest channels for affiliate marketing is through bloggers. A blog writer will discuss another item or brand name in their post and then earn money for each sale attributed back to that blog post.
This kind of marketing is advantageous due to the fact that 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 websites.
The beauty of affiliate marketing is that you can select your partners and publishers. You must constantly select partners lined up with your company’s objectives and goals.
Examples Of Paid Media
This is where the advertisement formats are wed to the paid media channels.
Below are examples of paid media ads from the popular channels noted above. These examples can help supply context when choosing what kinds of paid media to run.
When searching for “top parental control apps” in Google, the very first 2 positions are examples of search ads.
Screenshot from Google search for [top adult control apps], Google, December 2022 While conducting the same search on Microsoft Bing, the advertisements look a little different: Screenshot from Bing search for [top 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 look for [top 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 ad newsfeed example: Screenshot from Buy Facebook Verified, December 2022
Buy Instagram Verified also uses ads in its “Stories” placement. An example from Marriott is below:
Screenshot from Buy Instagram Verified, December 2022 Display Examples Display advertisements can be
in all sizes and shapes, depending on the website or app. Below is an example of 3 various display screen ads shown on one web page. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate advertisements can be challenging to area.
For example, “Listicle” posts have become a hot commodity, where a publisher is paid by other brand names to be consisted of in a “Top” product article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Advertising Disclosure,” you’ll observe that this publisher is paid by the brand names for unique placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential element of any marketing technique and can
quick outcomes. However, you should not totally depend on paid media to drive sustainable development by itself. The proper paid media channels for your brand ought to be identified by your objectives and
where your target market spends their time. Creating a holistic strategy making up paid, earned, and owned media helps your company take full advantage of reach with your customers and reduce marketing costs in time. More resources: Featured Image: VectorMine/Best SMM Panel