The term ‘paid media’ is commonly used in the marketing market.
Some use the term paid media interchangeably with PPC advertising, but usually it connects to a broader advertising scope.
This comprehensive guide will teach you what paid media is (and what it isn’t), the distinction between different media types, and deal extensive examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid positioning.
While paid media is often used interchangeably with the term cost-per-click (CPC), it’s important to keep in mind the distinction.
Paid media is utilized broadly to describe a channel, tactic, or technique within the digital landscape. It does not define particular channels or even necessarily between search, social, or other awareness advertising.
The Difference Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Made media and owned media are important pieces of an effective brand strategy.
It is essential not to confuse the three types of media, as each serves its own purpose. Let’s have a look at the key differences.
- Earned media: Any type of brand exposure acquired from approaches other than paid marketing.
- Owned media: Any type of material your brand produces and manages.
Some examples of made media consist of:
- Social sharing from consumers.
- Customer reviews.
- External media coverage (public relations).
Owned media examples include:
- Your website.
- Social media channels.
- Blog posts.
Types Of Paid Media Channels
Now that we’ve recognized the definition of paid media, let’s take a look at the various types of paid media channels and the functions they serve.
Before we dive into the various paid media channels, it’s likewise essential to keep in mind the distinction in between advertisement formats and ad channels.
Ad formats are the kind of advertisements displayed in a particular channel. An advertisement format example might be:
- Browse ad.
- Video advertisement.
- Show ad.
- 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 types 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 presence, and here we will concentrate on digital channels.
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 websites producing around 61% of user searches in the United States.
Microsoft (Bing) is the second leading online search engine, generating almost 27% of user searches across 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 might be revealed, such as a Shopping advertisement.
Shopping ad formats consist generally of a product image, name, rate, and description.
Paid social platforms have really changed over the past couple of years.
Not only exist more social platforms to choose from, however there are likewise more methods for brands to promote on each platform.
A few of the most common paid social platforms consist of:
- Meta (Buy Facebook Verification Badge).
- Buy Instagram Verification Badge.
- Buy TikTok Verification Badge.
The most common advertisement format in social channels is positioned within a user’s newsfeed as they scroll. These advertisements will either include one (or more) fixed images or a video as the main visual.
Additionally, most paid social platforms use various positioning types for sponsored advertisements. For instance, Buy Instagram Verification Badge and Snapchat can show ads between user stories.
Some paid social platforms are more beneficial for B2B companies than for B2C brands.
For instance, LinkedIn advertising consists mainly of B2B brands marketing their product or service to other specialists.
Other platforms like Buy TikTok Verification Badge and Snapchat may be much better matched for B2C or ecommerce brands.
Whatever paid social channel you choose from, simply make certain that your target audience exists also.
Programmatic & Display
Display advertisements are revealed on a variety of channels and networks. Ads are shown on various websites and apps depending on the network.
While programmatic describes the strategy of when/where/how to release advertisements, display refers to the real format of advertisements revealed.
One of the most common display screen channels is the Google Show Network (GDN). This differs from programmatic since the GDN is a closed network owned by Google.
The channels programmatic usages for its ad buys are comprised of the channels noted here.
This type of marketing is when a company or brand name pays affiliates for each sale they contribute.
Among the most significant channels for affiliate marketing is through blog writers. A blogger will discuss another item or brand in their post and after that earn money for each sale attributed back to that article.
This kind of marketing is advantageous because it permits your brand to expand and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels consist of:
- Email lists.
- Voucher sites.
- Evaluation sites.
The charm of affiliate marketing is that you can choose your partners and publishers. You must constantly choose partners lined up with your business’s goals and objectives.
Examples Of Paid Media
This is where the advertisement 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 supply context when choosing what kinds of paid media to run.
When searching for “top adult control apps” in Google, the first 2 positions are examples of search advertisements.
Screenshot from Google look for [top parental control apps], Google, December 2022 While conducting the exact same search on Microsoft Bing, the ads look slightly different: Screenshot from Bing look for [leading parental control apps], January 2023 When searching for an item like”nike shoes for ladies,”the ads below are a shopping advertisement format. Screenshot from Google look for [leading adult control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their particular 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 provides advertisements in its “Stories” positioning. An example from Marriott is below:
Screenshot from Buy Instagram Verification Badge, December 2022 Display Examples Show ads can be
in all sizes and shapes, depending on the site or app. Below is an example of 3 different screen ads shown on one web page. Screenshot from author, December 2022
Affiliate Examples Sometimes affiliate advertisements can be hard to area.
For example, “Listicle” posts have actually become a hot product, where a publisher is paid by other brand names to be included in a “Leading” item article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Marketing Disclosure,” you’ll see that this publisher is paid by the brands for unique positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important component of any marketing method and can
quick outcomes. However, you should not completely rely on paid media to drive sustainable development by itself. The proper paid media channels for your brand ought to be determined by your goals and
where your target audience invests their time. Producing a holistic strategy consisting of paid, made, and owned media helps your company maximize reach with your customers and minimize marketing costs in time. More resources: Featured Image: VectorMine/SMM Panel