What Is Paid Media: Types & Examples

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The term ‘paid media’ is commonly utilized in the marketing market.

Some use the term paid media interchangeably with pay per click marketing, however often it connects to a more comprehensive advertising scope.

This extensive guide will teach you what paid media is (and what it isn’t), the distinction between different media types, and deal in-depth examples.

What Is Paid Media?

Paid media is any marketing effort which contains a paid placement.

While paid media is frequently used interchangeably with the term cost-per-click (CPC), it is very important to keep in mind the distinction.

Paid media is used broadly to explain a channel, tactic, or strategy within the digital landscape. It does not define certain channels and even always in 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 essential pieces of a successful brand name method.

It is very important not to confuse the 3 kinds of media, as each serves its own function. Let’s have a look at the essential distinctions.

  • Made media: Any kind of brand name direct exposure gained from techniques besides paid marketing.
  • Owned media: Any type of material your brand name creates and controls.

Some examples of made media consist of:

  • Social sharing from clients.
  • Consumer evaluations.
  • External media protection (public relations).

Owned media examples include:

  • Your website.
  • Social media channels.
  • Article.

Types 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 functions they serve.

Before we dive into the various paid media channels, it’s likewise essential to note the difference in between advertisement formats and ad channels.

Advertisement formats are the kind of advertisements shown in a specific channel. An advertisement format example might be:

  • Search ad.
  • Video ad.
  • Display advertisement.
  • Banner advertisement.

So while advertisement formats are essential and will depend upon the channel, below we will concentrate on the channels themselves.

There are other kinds of paid media channels available that are not listed here, such as more standard methods like direct mail or billboards. These paid media channels have a more physical presence, and here we will focus on digital channels.

Paid Browse

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 creating around 61% of user searches in the United States.

Microsoft (Bing) is the 2nd leading search engine, creating nearly 27% of user searches across its network of websites.

Less commonly used search engines that users utilize are:

The most common advertisement format on online search engine is text-based.

Nevertheless, depending on the context of a user’s search, other formats may be shown, such as a Shopping advertisement.

Shopping ad formats consist generally of a product image, name, rate, and description.

Paid Social

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

Not just are there more social platforms to choose from, however there are likewise more ways for brand names to market on each platform.

A few of the most common paid social platforms consist of:

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

The most typical advertisement 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.

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

Some paid social platforms are more useful for B2B companies than for B2C brand names.

For example, LinkedIn advertising consists mainly of B2B brand names marketing their service or product to other professionals.

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

Whatever paid social channel you choose from, just ensure that your target audience is there as well.

Programmatic & Display

Show advertisements are revealed on a range of channels and networks. Advertisements are shown on numerous sites and apps depending on the network.

While programmatic refers to the strategy of when/where/how to publish advertisements, display refers to the actual format of advertisements shown.

Among the most typical screen channels is the Google Display Network (GDN). This differs from programmatic since the GDN is a closed network owned by Google.

The channels programmatic usages for its advertisement buys are comprised of the channels listed here.

Affiliate Marketing

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

Among the most significant channels for affiliate marketing is through blog writers. A blogger will mention another product or brand in their post and after that earn money for each sale associated back to that blog post.

This kind of marketing is helpful because it allows your brand name to expand and scale its reach through other popular influencers in your space.

Other popular affiliate marketing channels include:

  • Email lists.
  • Discount coupon sites.
  • Review websites.

The appeal of affiliate marketing is that you can pick your partners and publishers. You should always choose partners aligned with your business’s objectives and goals.

Examples Of Paid Media

This is where the ad formats are wed to the paid media channels.

Below are examples of paid media ads from the popular channels noted above. These examples can assist supply context when choosing what types of paid media to run.

Browse Examples

When looking for “top adult control apps” in Google, the very first two positions are examples of search ads.

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 different: Screenshot from Bing look for [top adult control apps], January 2023 When searching for a product like”nike shoes for women,”the ads listed below are a shopping advertisement format. Screenshot from Google look for [top adult control apps], Google, December 2022

Paid Social Examples Each social platform’s advertisement formats look different within their respective newsfeeds.

Here is a LinkedIn newsfeed example:

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

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

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

in all shapes and sizes, depending upon the site or app. Below is an example of 3 different display screen advertisements revealed on one webpage. Screenshot from author, December 2022

Affiliate Examples Sometimes affiliate advertisements can be tough to spot.

For instance, “Listicle” short articles have ended up being a hot commodity, where a publisher is paid by other brands to be included in a “Leading” 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 technique and can


quick results. Nevertheless, you need to not totally depend on paid media to drive sustainable development by itself. The appropriate paid media channels for your brand name need to be identified by your objectives and

where your target audience spends their time. Developing a holistic plan consisting of paid, earned, and owned media assists your business maximize reach with your consumers and minimize marketing expenses in time. More resources: Included Image: VectorMine/Best SMM Panel