What Is Paid Media: Types & Examples

Posted by

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

Some utilize the term paid media interchangeably with PPC advertising, but often it relates to a broader 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 thorough examples.

What Is Paid Media?

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

While paid media is often utilized interchangeably with the term cost-per-click (CPC), it’s important to keep in mind the distinction.

Paid media is utilized broadly to explain a channel, method, or technique within the digital landscape. It does not specify certain channels and even always in between search, social, or other awareness marketing.

The Difference 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 method.

It is necessary not to puzzle the three types of media, as each serves its own function. Let’s have a look at the crucial differences.

  • Earned media: Any type of brand direct exposure gained from techniques other than paid marketing.
  • Owned media: Any type of content your brand creates and controls.

Some examples of made media consist of:

  • Social sharing from customers.
  • Customer evaluations.
  • External media protection (public relations).

Owned media examples include:

  • Your site.
  • Social network channels.
  • Article.

Kinds Of Paid Media Channels

Now that we’ve identified the definition of paid media, let’s have a look at the various kinds of paid media channels and the purposes they serve.

Prior to we dive into the different paid media channels, it’s likewise crucial to note the difference between ad formats and ad channels.

Ad formats are the kind of advertisements shown in a specific channel. An ad format example could be:

  • Browse ad.
  • Video ad.
  • Display ad.
  • Banner ad.

So while ad formats are important and will depend on the channel, listed below we will focus on the channels themselves.

There are other kinds of paid media channels readily available that are not noted here, such as more traditional approaches like direct mail or signboards. These paid media channels have a more physical existence, and here we will focus on digital channels.

Paid Search

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, generating nearly 27% of user searches across its network of websites.

Less frequently used search engines that users take advantage of 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 ad formats consist primarily of an item image, name, rate, and description.

Paid Social

Paid social platforms have truly changed over the past couple of years.

Not only exist more social platforms to select from, however there are also more methods for brand names to promote on each platform.

Some of the most common paid social platforms include:

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

The most typical ad format in social channels is put 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.

Furthermore, most paid social platforms use various positioning types for sponsored advertisements. For instance, Buy Instagram Verification and Snapchat can show ads in between user stories.

Some paid social platforms are more useful for B2B business than for B2C brands.

For instance, LinkedIn advertising consists generally of B2B brand names marketing their product and services to other professionals.

Other platforms like Buy TikTok Verification and Snapchat may be better matched for B2C or ecommerce brands.

Whatever paid social channel you choose from, simply make certain that your target market is there also.

Programmatic & Display

Show advertisements are shown on a range of channels and networks. Ads are displayed on many sites and apps depending upon the network.

While programmatic describes the strategy of when/where/how to publish ads, show describes the real format of ads revealed.

Among the most common display screen channels is the Google Display Network (GDN). This varies from programmatic due to the fact that the GDN is a closed network owned by Google.

The channels programmatic uses for its advertisement purchases are comprised of the channels listed here.

Affiliate Marketing

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

One of the biggest channels for affiliate marketing is through bloggers. A blogger will mention 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 beneficial 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.
  • Discount coupon sites.
  • Evaluation sites.

The appeal of affiliate marketing is that you can pick your partners and publishers. You must constantly select partners aligned with your business’s goals 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 supply context when choosing what types of paid media to run.

Search Examples

When looking for “leading adult control apps” in Google, the first 2 positions are examples of search advertisements.

Screenshot from Google look for [leading parental control apps], Google, December 2022 While performing the very same search on Microsoft Bing, the ads look a little various: Screenshot from Bing look for [top parental control apps], January 2023 When searching for an item like”nike shoes for women,”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 advertisement formats look various within their respective newsfeeds.

Here is a LinkedIn newsfeed example:

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

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

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

in all sizes and shapes, 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 difficult to area.

For instance, “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 post.

Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer take a look at this example’s “Marketing Disclosure,” you’ll notice 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 method and can


quick outcomes. However, you must not completely rely on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand ought to be figured out by your goals and

where your target audience invests their time. Creating a holistic strategy consisting of paid, earned, and owned media assists your business optimize reach with your clients and decrease marketing costs gradually. More resources: Included Image: VectorMine/Best SMM Panel