What Is Paid Media: Types & Examples

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The term ‘paid media’ is frequently used in the marketing market.

Some use the term paid media interchangeably with pay per click advertising, however usually it relates to a wider advertising scope.

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

What Is Paid Media?

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

While paid media is often used interchangeably with the term cost-per-click (CPC), it is necessary to note the distinction.

Paid media is utilized broadly to describe a channel, method, or strategy within the digital landscape. It does not define particular channels and even always in between search, social, or other awareness marketing.

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 crucial pieces of an effective brand method.

It’s important not to puzzle the three kinds of media, as each serves its own purpose. Let’s have a look at the crucial differences.

  • Made media: Any type of brand exposure gained from approaches besides paid marketing.
  • Owned media: Any type of material your brand produces and controls.

Some examples of made media include:

  • Social sharing from clients.
  • Customer evaluations.
  • External media coverage (public relations).

Owned media examples include:

  • Your website.
  • Social media channels.
  • Blog posts.

Kinds Of Paid Media Channels

Now that we’ve determined the meaning of paid media, let’s take a look at the various types of paid media channels and the functions they serve.

Prior to we dive into the various paid media channels, it’s also crucial to note the distinction between advertisement formats and advertisement channels.

Ad formats are the kind of advertisements displayed in a particular channel. An ad format example could be:

  • Browse advertisement.
  • Video ad.
  • Display advertisement.
  • Banner advertisement.

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

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

Paid Search

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

Microsoft (Bing) is the second leading online search engine, generating nearly 27% of user searches throughout its network of websites.

Less frequently utilized search engines that users take advantage of are:

The most typical ad 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 ad.

Shopping advertisement formats consist mainly of a product image, name, rate, and description.

Paid Social

Paid social platforms have truly transformed over the past few years.

Not just are there more social platforms to choose from, but there are likewise more methods for brand names to advertise on each platform.

Some of the most common paid social platforms include:

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

The most typical 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 primary visual.

Furthermore, most paid social platforms use various positioning types for sponsored ads. For example, Buy Instagram Verified and Snapchat can show advertisements in between user stories.

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

For example, LinkedIn marketing consists generally of B2B brand names marketing their service or product to other specialists.

Other platforms like Buy TikTok Verified and Snapchat might be better fit for B2C or ecommerce brands.

Whatever paid social channel you select from, simply make certain that your target market is there too.

Programmatic & Display

Display advertisements are revealed on a range of channels and networks. Advertisements are displayed on various sites and apps depending on the network.

While programmatic refers to the technique of when/where/how to publish advertisements, display describes the real format of advertisements revealed.

One of the most typical display 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 ad buys are consisted of the channels noted here.

Affiliate Marketing

This kind 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 blog writer will point out another product or brand name in their post and after that get paid for every sale associated back to that blog post.

This type of marketing is beneficial due to the fact that it permits your brand to broaden and scale its reach through other popular influencers in your area.

Other popular affiliate marketing channels include:

  • Email lists.
  • Voucher websites.
  • Evaluation websites.

The beauty of affiliate marketing is that you can pick your partners and publishers. You ought to always choose partners lined up with your business’s goals 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 supply context when deciding what types of paid media to run.

Browse Examples

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

Screenshot from Google look for [top adult control apps], Google, December 2022 While carrying out the same search on Microsoft Bing, the advertisements look a little different: Screenshot from Bing look for [top adult control apps], January 2023 When looking for a product like”nike shoes for ladies,”the ads below are a shopping advertisement format. Screenshot from Google search for [top 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 Verified advertisement newsfeed example: Screenshot from Buy Facebook Verified, December 2022

Buy Instagram Verified likewise offers advertisements in its “Stories” positioning. An example from Marriott is below:

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

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

Affiliate Examples Sometimes affiliate advertisements can be hard to spot.

For example, “Listicle” short articles have actually become a hot product, where a publisher is paid by other brand names to be consisted of in a “Top” product article.

Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer look at this example’s “Marketing Disclosure,” you’ll see that this publisher is paid by the brand names for unique placement:

Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important component of any marketing technique and can


fast outcomes. Nevertheless, you need to not totally depend on paid media to drive sustainable growth by itself. The suitable paid media channels for your brand name should be identified by your objectives and

where your target market invests their time. Producing a holistic plan comprising paid, made, and owned media helps your business make the most of reach with your clients and lower marketing expenses in time. More resources: Included Image: VectorMine/Best SMM Panel