The term ‘paid media’ is typically utilized in the marketing industry.
Some utilize the term paid media interchangeably with pay per click marketing, however often it connects to a more comprehensive marketing scope.
This detailed 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 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, tactic, or strategy within the digital landscape. It does not define certain channels or even always 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. Earned media and owned media are essential pieces of an effective brand strategy.
It is necessary not to confuse the three types of media, as each serves its own function. Let’s have a look at the essential distinctions.
- Made media: Any type of brand name exposure gained from techniques other than paid advertising.
- Owned media: Any type of material your brand produces and manages.
Some examples of made media include:
- Social sharing from consumers.
- Consumer evaluations.
- External media protection (public relations).
Owned media examples include:
- Your website.
- Social network channels.
Kinds Of Paid Media Channels
Now that we’ve recognized the definition of paid media, let’s take a look at the various kinds of paid media channels and the purposes they serve.
Prior to we dive into the various paid media channels, it’s also important to note the difference between advertisement formats and advertisement channels.
Advertisement formats are the kind of advertisements displayed in a particular channel. An advertisement format example could 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 concentrate on the channels themselves.
There are other kinds of paid media channels available that are not noted here, such as more standard approaches like direct-mail advertising or billboards. These paid media channels have a more physical existence, and here we will focus 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 creating around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading search engine, producing nearly 27% of user searches across its network of websites.
Less commonly utilized online search engine that users take advantage of are:
The most common ad format on search engines is text-based.
However, depending upon the context of a user’s search, other formats may be revealed, such as a Shopping ad.
Shopping ad formats consist generally of a product image, name, rate, and description.
Paid social platforms have actually genuinely changed over the previous couple of years.
Not only exist more social platforms to pick from, but there are likewise more ways for brands to advertise on each platform.
Some of the most common paid social platforms consist of:
- Meta (Buy Facebook Verified).
- Buy Instagram Verified.
- Buy TikTok Verified.
- Buy Twitter Verified.
The most common ad format in social channels is positioned within a user’s newsfeed as they scroll. These ads will either include one (or more) fixed images or a video as the primary visual.
Additionally, most paid social platforms offer various positioning types for sponsored advertisements. For instance, Buy Instagram Verified and Snapchat can reveal ads between user stories.
Some paid social platforms are more beneficial for B2B business than for B2C brands.
For example, LinkedIn advertising consists generally of B2B brands marketing their product or service to other specialists.
Other platforms like Buy TikTok Verified and Snapchat may be much better suited for B2C or ecommerce brand names.
Whatever paid social channel you choose from, simply ensure that your target market is there as well.
Programmatic & Display
Display ads are revealed on a range of channels and networks. Ads are displayed on numerous websites and apps depending on the network.
While programmatic refers to the strategy of when/where/how to publish ads, display describes the real format of advertisements revealed.
Among the most common display channels is the Google Display Network (GDN). This differs from programmatic since the GDN is a closed network owned by Google.
The channels programmatic uses for its advertisement buys are consisted of the channels listed here.
This kind of marketing is when a company or brand name pays affiliates for each sale they contribute.
Among the greatest channels for affiliate marketing is through blog writers. A blogger will point out another product or brand in their post and then earn money for every sale associated back to that article.
This kind of marketing is useful because it allows your brand to broaden and scale its reach through other popular influencers in your space.
Other popular affiliate marketing channels include:
- Email lists.
- Voucher sites.
- Review sites.
The beauty of affiliate marketing is that you can select your partners and publishers. You ought to always choose partners aligned with your business’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 advertisements from the popular channels noted above. These examples can help supply context when choosing what types of paid media to run.
When searching for “leading adult control apps” in Google, the very first two positions are examples of search advertisements.
Screenshot from Google look for [leading parental control apps], Google, December 2022 While carrying out the same search on Microsoft Bing, the advertisements look somewhat various: Screenshot from Bing look for [leading adult control apps], January 2023 When looking for a product like”nike shoes for women,”the advertisements listed below are a shopping advertisement format. Screenshot from Google look for [leading parental control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their respective 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” positioning. An example from Marriott is below:
Screenshot from Buy Instagram Verified, December 2022 Show Examples Show ads can be
in all sizes and shapes, depending on the website or app. Below is an example of three different display screen advertisements shown on one website. Screenshot from author, December 2022
Affiliate Examples Often affiliate advertisements can be tough to area.
For instance, “Listicle” short articles have actually become a hot product, where a publisher is paid by other brand names to be consisted of 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 observe that this publisher is paid by the brands for special positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a vital part of any marketing technique and can
fast outcomes. However, you should not totally rely on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand name should be determined by your objectives and
where your target market invests their time. Developing a holistic strategy making up paid, made, and owned media assists your business optimize reach with your customers and decrease marketing costs gradually. More resources: Featured Image: VectorMine/Best SMM Panel