What Is Paid Media: Types & Examples

Posted by

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

Some utilize the term paid media interchangeably with PPC marketing, however frequently it connects to a wider advertising scope.

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

What Is Paid Media?

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

While paid media is typically utilized interchangeably with the term cost-per-click (CPC), it is necessary to note the differentiation.

Paid media is utilized broadly to describe a channel, strategy, or technique within the digital landscape. It does not specify certain channels or perhaps always in 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 need. Earned media and owned media are crucial pieces of an effective brand method.

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

  • Earned media: Any kind of brand name direct exposure gained from approaches besides paid marketing.
  • Owned media: Any kind of material your brand creates and manages.

Some examples of made media consist of:

  • Social sharing from clients.
  • Customer reviews.
  • External media protection (public relations).

Owned media examples include:

  • Your website.
  • Social network channels.
  • Article.

Types Of Paid Media Channels

Now that we’ve determined the meaning of paid media, let’s take a look at the different types of paid media channels and the functions they serve.

Before we dive into the various paid media channels, it’s likewise crucial to note the distinction in between ad formats and ad channels.

Ad formats are the type of ads shown in a specific channel. An advertisement format example might be:

  • Search ad.
  • Video advertisement.
  • Show advertisement.
  • Banner advertisement.

So while ad formats are very important 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 traditional techniques like direct mail or billboards. These paid media channels have a more physical presence, and here we will focus on digital channels.

Paid Browse

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

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

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

Less frequently used search engines that users utilize are:

The most typical ad format on online search engine is text-based.

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

Shopping ad formats consist generally of an item image, name, cost, and description.

Paid Social

Paid social platforms have really transformed over the past few years.

Not just are there more social platforms to choose from, but there are also more methods for brand names to advertise on each platform.

A few of the most typical paid social platforms consist of:

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

The most typical advertisement format in social channels is put 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 use different placement types for sponsored ads. For example, Buy Instagram Verification and Snapchat can reveal advertisements in between user stories.

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

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

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

Whatever paid social channel you pick from, simply ensure that your target market exists too.

Programmatic & Display

Display advertisements are shown on a range of channels and networks. Advertisements are shown on numerous sites and apps depending on the network.

While programmatic describes the technique of when/where/how to publish ads, display refers to the real format of ads revealed.

Among the most typical display channels is the Google Show Network (GDN). This varies from programmatic since the GDN is a closed network owned by Google.

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

Affiliate Marketing

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

One of the greatest channels for affiliate marketing is through blog writers. A blog writer will discuss 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 advantageous since it allows 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 sites.
  • Review websites.

The charm of affiliate marketing is that you can pick your partners and publishers. You must always select partners aligned with your company’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 advertisements from the popular channels noted above. These examples can help provide context when choosing what types of paid media to run.

Search Examples

When searching for “top parental control apps” in Google, the first 2 positions are examples of search ads.

Screenshot from Google search for [leading parental control apps], Google, December 2022 While performing the same search on Microsoft Bing, the ads look slightly different: Screenshot from Bing search for [leading adult control apps], January 2023 When looking for a product like”nike shoes for women,”the ads below are a shopping advertisement format. Screenshot from Google search for [top adult control apps], Google, December 2022

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

Here is a LinkedIn newsfeed example:

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

Buy Instagram Verification likewise offers advertisements in its “Stories” positioning. An example from Marriott is below:

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

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

Affiliate Examples Often affiliate advertisements can be tough to area.

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

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 exclusive placement:

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


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

where your target audience spends their time. Producing a holistic plan making up paid, made, and owned media helps your business make the most of reach with your clients and decrease marketing costs gradually. More resources: Included Image: VectorMine/Best SMM Panel