The term ‘paid media’ is typically used in the marketing market.
Some utilize the term paid media interchangeably with pay per click marketing, however usually it connects to a broader advertising 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 in-depth examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid placement.
While paid media is frequently utilized interchangeably with the term cost-per-click (CPC), it is essential to note the distinction.
Paid media is utilized broadly to describe a channel, strategy, or technique within the digital landscape. It does not specify specific channels or even always in 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 need. Made media and owned media are crucial pieces of a successful brand strategy.
It’s important not to confuse the three types of media, as each serves its own purpose. Let’s take a look at the crucial differences.
- Earned media: Any kind of brand exposure got from approaches other than paid advertising.
- Owned media: Any type of content your brand creates and manages.
Some examples of made media consist of:
- Social sharing from customers.
- Customer reviews.
- External media coverage (public relations).
Owned media examples consist of:
- Your site.
- Social network channels.
Kinds Of Paid Media Channels
Now that we have actually recognized the meaning of paid media, let’s have a look at the different kinds of paid media channels and the purposes they serve.
Prior to we dive into the various paid media channels, it’s also essential to keep in mind the distinction between ad formats and ad channels.
Ad formats are the kind of advertisements displayed in a particular channel. An ad format example might be:
- Search ad.
- Video ad.
- Show advertisement.
- Banner ad.
So while advertisement formats are necessary and will depend upon the channel, below we will focus on the channels themselves.
There are other types of paid media channels offered that are not noted here, such as more conventional methods like direct-mail advertising or billboards. These paid media channels have a more physical existence, and here we will focus on digital channels.
The most typical platforms in paid search are Google and Bing online search engine.
Google is the leading online search engine in market share, with its websites generating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading search engine, creating nearly 27% of user searches across its network of websites.
Less typically utilized search engines that users take advantage of are:
The most common ad format on online search engine is text-based.
However, depending upon the context of a user’s search, other formats may be shown, such as a Shopping advertisement.
Shopping ad formats consist mainly of a product image, name, rate, and description.
Paid social platforms have actually really changed over the past few years.
Not only exist more social platforms to select from, however there are likewise more methods for brand names to promote on each platform.
A few of the most common paid social platforms consist of:
- Meta (Buy Facebook Verification).
- Buy Instagram Verification.
- Buy TikTok Verification.
- Buy Twitter Verification.
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) fixed images or a video as the main visual.
Additionally, most paid social platforms use different positioning types for sponsored ads. For example, Buy Instagram Verification and Snapchat can show ads 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 brand names marketing their product and services to other specialists.
Other platforms like Buy TikTok Verification and Snapchat may be much better suited for B2C or ecommerce brands.
Whatever paid social channel you select from, simply make sure that your target market is there also.
Programmatic & Display
Show ads are revealed on a variety of channels and networks. Ads are displayed on many sites and apps depending on the network.
While programmatic describes the method of when/where/how to release ads, display describes the actual format of ads shown.
One of the most typical screen channels is the Google Display Network (GDN). This varies from programmatic because the GDN is a closed network owned by Google.
The channels programmatic usages for its ad purchases are consisted of the channels listed here.
This type of marketing is when a company or brand pays affiliates for each sale they contribute.
One of the biggest channels for affiliate marketing is through bloggers. A blog writer will point out another product or brand in their post and then get paid for every sale associated back to that post.
This kind of marketing is helpful because it enables your brand to broaden and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Voucher sites.
- Review sites.
The appeal of affiliate marketing is that you can choose your partners and publishers. You need to always select partners aligned with your business’s objectives and objectives.
Examples Of Paid Media
This is where the advertisement 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 looking for “leading adult control apps” in Google, the very first two positions are examples of search ads.
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 somewhat various: Screenshot from Bing look for [top parental control apps], January 2023 When looking for a product like”nike shoes for women,”the advertisements below are a shopping advertisement format. Screenshot from Google look for [top adult control apps], Google, December 2022
Paid Social Examples Each social platform’s advertisement formats look various within their particular newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verification advertisement newsfeed example: Screenshot from Buy Facebook Verification, December 2022
Buy Instagram Verification likewise offers advertisements in its “Stories” positioning. An example from Marriott is below:
Screenshot from Buy Instagram Verification, December 2022 Show Examples Display advertisements can be
in all shapes and sizes, depending upon the site or app. Below is an example of 3 various screen advertisements revealed on one web page. Screenshot from author, December 2022
Affiliate Examples Sometimes affiliate ads can be difficult to spot.
For instance, “Listicle” short articles have become a hot product, where a publisher is paid by other brands to be consisted of in a “Top” product short article.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer take a look at this example’s “Advertising Disclosure,” you’ll see that this publisher is paid by the brands for exclusive placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important part of any marketing technique and can
fast results. However, you should not totally depend on paid media to drive sustainable development by itself. The proper paid media channels for your brand need to be determined by your objectives and
where your target audience spends their time. Creating a holistic plan making up paid, earned, and owned media helps your company take full advantage of reach with your customers and decrease marketing costs with time. More resources: Featured Image: VectorMine/Best SMM Panel