What Is Paid Media: Types & Examples

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The term ‘paid media’ is typically used in the marketing industry.

Some utilize the term paid media interchangeably with PPC advertising, however usually it associates with a wider marketing scope.

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

What Is Paid Media?

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

While paid media is typically utilized interchangeably with the term cost-per-click (CPC), it is necessary to keep in mind the differentiation.

Paid media is used broadly to explain a channel, method, or strategy within the digital landscape. It does not define particular channels or even always between search, social, or other awareness advertising.

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 essential pieces of a successful brand technique.

It is very important not to confuse the 3 types of media, as each serves its own function. Let’s take a look at the crucial differences.

  • Made media: Any type of brand exposure acquired from techniques besides paid marketing.
  • Owned media: Any kind of content your brand name develops and controls.

Some examples of made media consist of:

  • Social sharing from customers.
  • Consumer reviews.
  • External media coverage (public relations).

Owned media examples include:

  • Your site.
  • Social media channels.
  • Article.

Kinds Of Paid Media Channels

Now that we’ve determined the definition 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 likewise important to note the distinction between advertisement formats and advertisement channels.

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

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

So while ad 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 available that are not noted here, such as more conventional approaches like direct-mail advertising or signboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.

Paid Search

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

Microsoft (Bing) is the second leading search engine, producing practically 27% of user searches across its network of websites.

Less frequently used search engines that users utilize are:

The most common ad format on search engines 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 mainly of an item image, name, rate, and description.

Paid Social

Paid social platforms have actually really changed over the previous few years.

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

Some of the most typical 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 put 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.

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

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

For example, LinkedIn advertising consists mainly of B2B brands marketing their product or service to other experts.

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

Whatever paid social channel you choose from, simply make sure that your target audience exists as well.

Programmatic & Show

Display advertisements are revealed on a variety of channels and networks. Advertisements are shown on numerous websites and apps depending upon the network.

While programmatic refers to the technique of when/where/how to publish ads, show refers to the actual format of ads shown.

One of the most typical 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 buys are consisted 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 biggest channels for affiliate marketing is through bloggers. A blog writer will point out another item or brand in their post and then make money for every single sale associated back to that blog post.

This kind of marketing is useful since it permits your brand name to broaden and scale its reach through other popular influencers in your space.

Other popular affiliate marketing channels consist of:

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

The appeal of affiliate marketing is that you can select your partners and publishers. You must always select partners aligned with your company’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 advertisements from the popular channels listed above. These examples can assist provide context when deciding what types of paid media to run.

Search Examples

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

Screenshot from Google look for [top adult control apps], Google, December 2022 While conducting the very same search on Microsoft Bing, the ads look somewhat various: Screenshot from Bing look for [leading adult control apps], January 2023 When looking for a product like”nike shoes for ladies,”the advertisements listed below are a shopping advertisement format. Screenshot from Google search for [leading parental 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 likewise offers advertisements in its “Stories” positioning. An example from Marriott is listed below:

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

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

Affiliate Examples Often affiliate advertisements can be challenging to area.

For example, “Listicle” articles have actually become a hot commodity, where a publisher is paid by other brands to be consisted of 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 see that this publisher is paid by the brand names for exclusive positioning:

Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential element of any marketing strategy and can


fast outcomes. However, you ought to not totally depend on paid media to drive sustainable growth by itself. The suitable paid media channels for your brand ought to be determined by your goals and

where your target market invests their time. Developing a holistic strategy comprising paid, made, and owned media helps your company make the most of reach with your consumers and reduce marketing expenses with time. More resources: Featured Image: VectorMine/Best SMM Panel