The term ‘paid media’ is typically utilized in the marketing market.
Some use the term paid media interchangeably with pay per click advertising, but usually it connects to a wider advertising scope.
This comprehensive guide will teach you what paid media is (and what it isn’t), the distinction between various media types, and deal thorough examples.
What Is Paid Media?
Paid media is any marketing effort that contains a paid placement.
While paid media is often utilized interchangeably with the term cost-per-click (CPC), it is necessary to note the differentiation.
Paid media is used broadly to describe a channel, strategy, or strategy within the digital landscape. It does not specify specific channels or perhaps necessarily in between search, social, or other awareness marketing.
The Difference In Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and need. Made media and owned media are important pieces of a successful brand name method.
It’s important not to confuse the 3 kinds of media, as each serves its own function. Let’s take a look at the crucial differences.
- Earned media: Any kind of brand exposure gained from methods besides paid marketing.
- Owned media: Any kind of content your brand creates and controls.
Some examples of made media include:
- Social sharing from consumers.
- Customer reviews.
- External media protection (public relations).
Owned media examples include:
- Your website.
- Social network channels.
Kinds Of Paid Media Channels
Now that we have actually determined the definition of paid media, let’s take a look at the different kinds of paid media channels and the functions they serve.
Before we dive into the different paid media channels, it’s also essential to keep in mind the difference in between advertisement formats and ad channels.
Advertisement formats are the type of ads shown in a particular channel. An ad format example could be:
- Search ad.
- Video advertisement.
- Display advertisement.
- Banner advertisement.
So while advertisement formats are very important and will depend upon the channel, listed below we will concentrate on the channels themselves.
There are other types of paid media channels readily available that are not noted here, such as more conventional approaches like direct mail 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 online search engine.
Google is the leading search engine in market share, with its websites producing around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading search engine, generating almost 27% of user searches throughout its network of sites.
Less commonly used search engines that users utilize are:
The most typical advertisement format on search engines is text-based.
Nevertheless, depending on the context of a user’s search, other formats may be revealed, such as a Shopping ad.
Shopping ad formats consist primarily of an item image, name, cost, and description.
Paid social platforms have genuinely transformed over the previous couple of years.
Not only are there more social platforms to select from, however there are likewise more methods for brands to promote on each platform.
A few of the most common paid social platforms include:
- Meta (Buy Facebook Verification Badge).
- Buy Instagram Verification Badge.
- Buy TikTok Verification Badge.
- Buy Twitter Verification Badge.
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) static images or a video as the main visual.
Furthermore, most paid social platforms provide different positioning types for sponsored ads. For example, Buy Instagram Verification Badge and Snapchat can show ads between user stories.
Some paid social platforms are more advantageous for B2B business than for B2C brand names.
For instance, LinkedIn advertising consists mainly of B2B brands marketing their product or service to other professionals.
Other platforms like Buy TikTok Verification Badge and Snapchat might be much better fit for B2C or ecommerce brand names.
Whatever paid social channel you select from, just ensure that your target market is there too.
Programmatic & Display
Display ads are revealed on a range of channels and networks. Ads are displayed on various sites and apps depending on the network.
While programmatic describes the technique of when/where/how to publish ads, display refers to the actual format of advertisements shown.
Among the most common display channels is the Google Display Network (GDN). This varies from programmatic because the GDN is a closed network owned by Google.
The channels programmatic usages for its advertisement buys are consisted of the channels noted here.
This type of marketing is when a business or brand pays affiliates for each sale they contribute.
One of the most significant channels for affiliate marketing is through bloggers. A blog writer will point out another item or brand in their post and after that get paid for each sale attributed back to that blog post.
This type of marketing is advantageous because it enables 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.
- Coupon websites.
- Review sites.
The appeal of affiliate marketing is that you can choose your partners and publishers. You need to always select partners lined up with your business’s goals and objectives.
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 listed above. These examples can help offer context when choosing what types of paid media to run.
When searching for “leading parental control apps” in Google, the first two positions are examples of search advertisements.
Screenshot from Google look for [top adult control apps], Google, December 2022 While carrying out the same search on Microsoft Bing, the advertisements look slightly different: Screenshot from Bing look for [leading parental control apps], January 2023 When looking for a product like”nike shoes for ladies,”the ads listed 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 various within their respective newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verification Badge advertisement newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022
Buy Instagram Verification Badge also uses advertisements in its “Stories” placement. An example from Marriott is listed below:
Screenshot from Buy Instagram Verification Badge, December 2022 Show Examples Show ads can be
in all shapes and sizes, depending upon the website or app. Below is an example of three different display ads shown on one website. Screenshot from author, December 2022
Affiliate Examples Often affiliate advertisements can be difficult to area.
For instance, “Listicle” posts have ended up being a hot commodity, where a publisher is paid by other brands to be included 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 notice that this publisher is paid by the brands for exclusive positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a crucial element of any marketing method and can
fast results. However, you should not fully count on paid media to drive sustainable development 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 strategy making up paid, earned, and owned media helps your business maximize reach with your customers and decrease marketing expenses over time. More resources: Featured Image: VectorMine/SMM Panel