The term ‘paid media’ is commonly utilized in the marketing market.
Some utilize the term paid media interchangeably with pay per click marketing, but often it connects to a wider advertising scope.
This detailed guide will teach you what paid media is (and what it isn’t), the difference in between various media types, and deal in-depth 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 distinction.
Paid media is used broadly to explain a channel, method, or strategy within the digital landscape. It does not specify certain channels and even always 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. Made media and owned media are crucial pieces of an effective brand method.
It is very important not to puzzle the three kinds of media, as each serves its own purpose. Let’s have a look at the essential differences.
- Earned media: Any kind of brand direct exposure acquired from techniques besides paid marketing.
- Owned media: Any type of material your brand develops and manages.
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 media channels.
Types Of Paid Media Channels
Now that we’ve identified the meaning of paid media, let’s take a look at the various kinds of paid media channels and the purposes they serve.
Before we dive into the various paid media channels, it’s also crucial to keep in mind the distinction between advertisement formats and advertisement channels.
Ad formats are the type of ads displayed in a particular channel. An ad format example could be:
- Search ad.
- Video ad.
- Display advertisement.
- Banner advertisement.
So while advertisement formats are very important and will depend upon the channel, listed below we will focus on the channels themselves.
There are other kinds of paid media channels offered that are not listed here, such as more traditional methods like direct mail or signboards. These paid media channels have a more physical existence, and here we will focus on digital channels.
The most typical platforms in paid search are Google and Bing search engines.
Google is the leading online search engine in market share, with its websites generating around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading online search engine, producing nearly 27% of user searches across its network of sites.
Less frequently utilized online search engine that users take advantage of are:
The most typical advertisement format on search engines is text-based.
Nevertheless, depending upon the context of a user’s search, other formats may be shown, such as a Shopping advertisement.
Shopping ad formats consist primarily of a product image, name, price, and description.
Paid social platforms have actually genuinely transformed over the past few years.
Not just exist more social platforms to pick from, however there are also more methods for brands to advertise 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) static images or a video as the main visual.
In addition, most paid social platforms use various positioning types for sponsored ads. For example, Buy Instagram Verified and Snapchat can reveal advertisements between user stories.
Some paid social platforms are more beneficial for B2B companies than for B2C brands.
For example, LinkedIn advertising consists mainly of B2B brand names marketing their service or product to other experts.
Other platforms like Buy TikTok Verified and Snapchat might be much better suited for B2C or ecommerce brand names.
Whatever paid social channel you choose from, simply make sure that your target audience is there too.
Programmatic & Show
Display ads are revealed on a range of channels and networks. Ads are displayed on many websites and apps depending upon the network.
While programmatic refers to the method of when/where/how to publish ads, show refers to the real format of advertisements revealed.
Among the most common display screen channels is the Google Show Network (GDN). This varies from programmatic because 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 business or brand pays affiliates for each sale they contribute.
Among the most significant channels for affiliate marketing is through blog writers. A blog writer will discuss another product or brand in their post and then make money for every single sale attributed back to that post.
This kind of marketing is helpful because it permits your brand name to expand and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Voucher sites.
- Review websites.
The appeal of affiliate marketing is that you can choose your partners and publishers. You should constantly select partners aligned with your company’s objectives and objectives.
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 listed above. These examples can assist provide context when deciding what types of paid media to run.
When looking for “top parental 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 very same search on Microsoft Bing, the advertisements look somewhat different: Screenshot from Bing search for [leading adult control apps], January 2023 When searching for a product like”nike shoes for females,”the ads 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 ad formats look different 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 uses ads in its “Stories” positioning. An example from Marriott is 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 ads revealed on one webpage. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate advertisements can be hard to spot.
For instance, “Listicle” posts have ended up being a hot commodity, where a publisher is paid by other brand names to be consisted of in a “Top” item short article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Marketing Disclosure,” you’ll discover that this publisher is paid by the brand names for unique placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a vital component of any marketing strategy and can
quick outcomes. Nevertheless, you ought to not totally rely on paid media to drive sustainable development by itself. The appropriate paid media channels for your brand name need to be identified by your goals and
where your target market invests their time. Creating a holistic plan comprising paid, made, and owned media assists your business maximize reach with your consumers and decrease marketing costs over time. More resources: Included Image: VectorMine/Best SMM Panel