The term ‘paid media’ is commonly utilized in the marketing industry.
Some utilize the term paid media interchangeably with pay per click advertising, but usually 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 in between various media types, and deal in-depth examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid positioning.
While paid media is typically used interchangeably with the term cost-per-click (CPC), it is very important to keep in mind the differentiation.
Paid media is used broadly to describe a channel, tactic, or strategy within the digital landscape. It does not define particular channels and even necessarily between search, social, or other awareness advertising.
The Distinction In Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Earned media and owned media are important pieces of a successful brand technique.
It’s important not to puzzle the three types of media, as each serves its own purpose. Let’s take a look at the key distinctions.
- Earned media: Any kind of brand name direct exposure got from techniques besides paid advertising.
- Owned media: Any kind of material your brand name produces and controls.
Some examples of earned media consist of:
- Social sharing from customers.
- Customer evaluations.
- External media protection (public relations).
Owned media examples include:
- Your website.
- Social media channels.
- Blog posts.
Kinds Of Paid Media Channels
Now that we’ve determined the definition of paid media, let’s have a look at the different kinds of paid media channels and the functions they serve.
Before we dive into the various paid media channels, it’s likewise crucial to note the difference between ad formats and ad channels.
Ad formats are the type of advertisements shown in a specific channel. An ad format example could be:
- Browse advertisement.
- Video ad.
- Display ad.
- Banner ad.
So while advertisement formats are essential and will depend on the channel, below we will concentrate on the channels themselves.
There are other types of paid media channels readily available that are not noted here, such as more standard techniques like direct mail 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 search engines.
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 search engine, creating almost 27% of user searches across its network of websites.
Less commonly used online search engine that users utilize are:
The most typical ad format on online search engine is text-based.
Nevertheless, depending on the context of a user’s search, other formats may be revealed, such as a Shopping advertisement.
Shopping advertisement formats consist mainly of a product image, name, price, and description.
Paid social platforms have actually really transformed over the past couple of years.
Not just are there more social platforms to choose from, however there are also more ways for brands to advertise on each platform.
Some of the most typical 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 placed within a user’s newsfeed as they scroll. These advertisements will either consist of one (or more) static images or a video as the main visual.
Additionally, most paid social platforms provide various placement types for sponsored ads. For instance, Buy Instagram Verification Badge and Snapchat can show advertisements between user stories.
Some paid social platforms are more beneficial for B2B companies than for B2C brands.
For instance, LinkedIn marketing consists primarily of B2B brands marketing their services or product 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 pick from, simply make sure that your target market exists too.
Programmatic & Display
Show ads are revealed on a range of channels and networks. Advertisements are shown on many websites and apps depending upon the network.
While programmatic refers to the technique of when/where/how to publish ads, display describes the actual format of advertisements shown.
Among the most typical display channels is the Google Show Network (GDN). This differs from programmatic because the GDN is a closed network owned by Google.
The channels programmatic uses for its ad buys are consisted of the channels noted here.
This type of marketing is when a business or brand name pays affiliates for each sale they contribute.
One of the most significant channels for affiliate marketing is through bloggers. A blogger will discuss another item or brand name in their post and then get paid for each sale associated back to that article.
This kind of marketing is helpful 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.
- Discount coupon sites.
- Review sites.
The charm of affiliate marketing is that you can pick your partners and publishers. You must constantly pick partners aligned with your business’s objectives and goals.
Examples Of Paid Media
This is where the advertisement formats are married to the paid media channels.
Below are examples of paid media ads from the popular channels listed above. These examples can help provide context when choosing what types of paid media to run.
When searching 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 carrying out the exact same search on Microsoft Bing, the advertisements look a little different: Screenshot from Bing look for [leading parental control apps], January 2023 When searching for a product like”nike shoes for women,”the advertisements 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 ad formats look different within their respective newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verification Badge ad newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022
Buy Instagram Verification Badge likewise uses ads in its “Stories” placement. An example from Marriott is below:
Screenshot from Buy Instagram Verification Badge, December 2022 Display Examples Show advertisements can be
in all sizes and shapes, depending upon the website or app. Below is an example of 3 various display screen advertisements revealed on one web page. Screenshot from author, December 2022
Affiliate Examples Sometimes affiliate ads can be tough to spot.
For example, “Listicle” posts have ended up being a hot commodity, where a publisher is paid by other brand names to be included in a “Top” product article.
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 brands for exclusive positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important part of any marketing method and can
fast outcomes. However, you must not completely rely on paid media to drive sustainable development by itself. The appropriate paid media channels for your brand name ought to be determined by your objectives and
where your target audience spends their time. Producing a holistic plan consisting of paid, made, and owned media helps your company optimize reach with your customers and lower marketing expenses with time. More resources: Included Image: VectorMine/SMM Panel