The term ‘paid media’ is frequently utilized in the marketing market.
Some use the term paid media interchangeably with PPC marketing, but usually it associates with a broader advertising scope.
This detailed guide will teach you what paid media is (and what it isn’t), the distinction between different media types, and offer in-depth examples.
What Is Paid Media?
Paid media is any marketing effort that contains a paid placement.
While paid media is typically utilized interchangeably with the term cost-per-click (CPC), it is essential to keep in mind the differentiation.
Paid media is used broadly to describe a channel, tactic, or technique within the digital landscape. It does not define particular channels or even always between search, social, or other awareness marketing.
The Distinction In Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and need. Earned media and owned media are vital pieces of an effective brand name strategy.
It’s important not to puzzle the three kinds of media, as each serves its own function. Let’s have a look at the crucial distinctions.
- Earned media: Any type of brand exposure got from methods aside from paid marketing.
- Owned media: Any type of material your brand name produces and controls.
Some examples of made media consist of:
- Social sharing from consumers.
- Customer reviews.
- External media coverage (public relations).
Owned media examples include:
- Your site.
- Social media channels.
- Blog posts.
Types Of Paid Media Channels
Now that we’ve identified the meaning of paid media, let’s have a look at the various kinds of paid media channels and the purposes they serve.
Before we dive into the different paid media channels, it’s likewise essential to keep in mind the difference between ad formats and advertisement channels.
Ad formats are the type of advertisements shown in a specific channel. An advertisement format example could be:
- Search ad.
- Video advertisement.
- Show advertisement.
- Banner ad.
So while advertisement formats are necessary and will depend upon the channel, listed below we will concentrate on the channels themselves.
There are other types of paid media channels available that are not noted here, such as more standard methods like direct-mail advertising or billboards. These paid media channels have a more physical existence, 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 online search engine in market share, with its sites generating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading online search engine, producing practically 27% of user searches across its network of websites.
Less frequently used search engines that users leverage are:
The most common ad format on search engines is text-based.
However, depending on the context of a user’s search, other formats may be revealed, such as a Shopping ad.
Shopping advertisement formats consist mainly of an item image, name, cost, and description.
Paid social platforms have truly changed over the previous few years.
Not just exist more social platforms to select from, however there are likewise more ways for brands to advertise on each platform.
A few of the most typical paid social platforms consist of:
- Meta (Buy Facebook Verified).
- Buy Instagram Verified.
- Buy TikTok Verified.
- Buy Twitter Verified.
The most common ad format in social channels is put 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.
In addition, most paid social platforms use different placement types for sponsored advertisements. For instance, Buy Instagram Verified and Snapchat can show advertisements in between user stories.
Some paid social platforms are more useful for B2B business than for B2C brands.
For instance, LinkedIn marketing consists mainly of B2B brand names marketing their product and services to other experts.
Other platforms like Buy TikTok Verified and Snapchat may be much better suited for B2C or ecommerce brands.
Whatever paid social channel you choose from, just make certain that your target audience is there as well.
Programmatic & Show
Display ads are shown on a variety of channels and networks. Advertisements are displayed on many sites and apps depending upon the network.
While programmatic refers to the method of when/where/how to release ads, display refers to the actual format of advertisements revealed.
Among the most common 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 usages for its advertisement purchases are consisted of the channels listed 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 bloggers. A blogger will point out another product or brand name in their post and after that get paid for every single sale associated back to that blog post.
This kind of marketing is helpful since it allows your brand to expand and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Discount coupon websites.
- Review sites.
The charm of affiliate marketing is that you can choose your partners and publishers. You must constantly pick partners aligned with your business’s objectives and objectives.
Examples Of Paid Media
This is where the ad formats are married to the paid media channels.
Below are examples of paid media advertisements from the popular channels listed above. These examples can help provide context when choosing what types of paid media to run.
When searching for “top parental control apps” in Google, the first 2 positions are examples of search advertisements.
Screenshot from Google look for [leading adult control apps], Google, December 2022 While conducting the very same search on Microsoft Bing, the advertisements look slightly various: Screenshot from Bing search for [leading adult control apps], January 2023 When searching for a product like”nike shoes for ladies,”the advertisements below are a shopping ad format. Screenshot from Google search for [top adult control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their respective newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verified ad newsfeed example: Screenshot from Buy Facebook Verified, December 2022
Buy Instagram Verified likewise offers ads in its “Stories” placement. An example from Marriott is below:
Screenshot from Buy Instagram Verified, December 2022 Display Examples Display ads can be
in all shapes and sizes, depending upon the site or app. Below is an example of three different display ads revealed on one web page. Screenshot from author, December 2022
Affiliate Examples Often affiliate advertisements can be hard to spot.
For example, “Listicle” short articles have actually ended up being a hot product, where a publisher is paid by other brands to be included in a “Leading” item short article.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer take a look at this example’s “Marketing Disclosure,” you’ll discover that this publisher is paid by the brands for special placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential element of any marketing strategy and can
quick results. Nevertheless, you need to not totally count on paid media to drive sustainable development by itself. The proper paid media channels for your brand need to be identified by your objectives and
where your target audience invests their time. Producing a holistic strategy comprising paid, earned, and owned media assists your company make the most of reach with your customers and lower marketing costs over time. More resources: Included Image: VectorMine/Best SMM Panel