The term ‘paid media’ is typically used in the marketing industry.
Some use the term paid media interchangeably with PPC advertising, but oftentimes it relates to a wider advertising scope.
This thorough guide will teach you what paid media is (and what it isn’t), the distinction between various media types, and deal 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 necessary to keep in mind the differentiation.
Paid media is used broadly to describe a channel, technique, or technique within the digital landscape. It does not define specific channels or even necessarily 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 need. Made media and owned media are important 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 have a look at the essential distinctions.
- Made media: Any kind of brand name direct exposure got from techniques besides paid marketing.
- Owned media: Any type of content your brand name develops and controls.
Some examples of made media include:
- Social sharing from customers.
- Consumer reviews.
- External media coverage (public relations).
Owned media examples consist of:
- Your website.
- Social network channels.
Kinds Of Paid Media Channels
Now that we’ve determined the meaning of paid media, let’s take a look at the different kinds of paid media channels and the functions they serve.
Prior to we dive into the different paid media channels, it’s also important to keep in mind the difference between ad formats and advertisement channels.
Advertisement formats are the type of advertisements displayed in a particular channel. An advertisement format example might be:
- Browse advertisement.
- Video advertisement.
- Display advertisement.
- Banner ad.
So while advertisement formats are very important and will depend upon the channel, listed 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 advertising or billboards. These paid media channels have a more physical presence, and here we will concentrate on digital channels.
The most common platforms in paid search are Google and Bing online search engine.
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 online search engine, producing nearly 27% of user searches throughout its network of websites.
Less typically used search engines that users take advantage of are:
The most typical advertisement format on search engines is text-based.
However, depending upon the context of a user’s search, other formats may be shown, such as a Shopping advertisement.
Shopping advertisement formats consist mainly of a product image, name, price, and description.
Paid social platforms have actually genuinely changed over the previous few years.
Not only are there more social platforms to choose from, however there are likewise more ways for brand names to promote on each platform.
Some of the most common paid social platforms consist of:
- Meta (Buy Facebook Verified).
- Buy Instagram Verified.
- Buy TikTok Verified.
- Buy Twitter Verified.
The most typical ad format in social channels is put within a user’s newsfeed as they scroll. These advertisements will either include one (or more) fixed images or a video as the main visual.
Furthermore, most paid social platforms provide different placement types for sponsored ads. For instance, Buy Instagram Verified and Snapchat can show ads between user stories.
Some paid social platforms are more advantageous for B2B business than for B2C brands.
For example, LinkedIn advertising consists primarily of B2B brand names marketing their services or product to other experts.
Other platforms like Buy TikTok Verified and Snapchat may be better suited for B2C or ecommerce brand names.
Whatever paid social channel you pick from, just make certain that your target audience is there as well.
Programmatic & Show
Display ads are shown on a range of channels and networks. Advertisements are displayed on many websites and apps depending upon the network.
While programmatic describes the strategy of when/where/how to publish ads, show refers to the real format of ads shown.
Among the most typical screen channels is the Google Show Network (GDN). This differs from programmatic due to the fact that the GDN is a closed network owned by Google.
The channels programmatic usages for its ad buys are consisted of the channels listed here.
This type of marketing is when a business or brand pays affiliates for each sale they contribute.
Among the greatest channels for affiliate marketing is through blog writers. A blog writer will mention another item or brand name in their post and after that earn money for every single sale associated back to that blog post.
This type of marketing is useful due to the fact that it enables your brand name to broaden and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Coupon sites.
- Review sites.
The charm of affiliate marketing is that you can select your partners and publishers. You ought to constantly select partners aligned with your company’s goals and objectives.
Examples Of Paid Media
This is where the advertisement formats are wed to the paid media channels.
Below are examples of paid media advertisements from the popular channels noted above. These examples can help supply context when choosing what types of paid media to run.
When looking for “top adult control apps” in Google, the very first 2 positions are examples of search ads.
Screenshot from Google search for [leading parental control apps], Google, December 2022 While performing the same search on Microsoft Bing, the ads look somewhat various: Screenshot from Bing search for [top adult control apps], January 2023 When looking for an item like”nike shoes for females,”the advertisements listed below are a shopping ad format. Screenshot from Google look for [top adult control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their particular 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 also provides ads in its “Stories” positioning. An example from Marriott is below:
Screenshot from Buy Instagram Verified, December 2022 Show Examples Show advertisements can be
in all sizes and shapes, depending on the website or app. Below is an example of three different screen advertisements shown on one webpage. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate advertisements can be difficult to area.
For instance, “Listicle” short articles have actually become a hot product, where a publisher is paid by other brand names to be included in a “Leading” item article.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer look at this example’s “Advertising 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 a crucial element of any marketing strategy and can
quick results. Nevertheless, you should not fully depend on paid media to drive sustainable development by itself. The proper paid media channels for your brand ought to be identified by your goals and
where your target market spends their time. Developing a holistic strategy making up paid, earned, and owned media helps your company maximize reach with your clients and minimize marketing expenses with time. More resources: Included Image: VectorMine/Best SMM Panel