The term ‘paid media’ is commonly utilized in the marketing industry.
Some utilize the term paid media interchangeably with pay per click advertising, however often it relates to a broader advertising scope.
This detailed guide will teach you what paid media is (and what it isn’t), the distinction in between various media types, and offer thorough examples.
What Is Paid Media?
Paid media is any marketing effort that contains a paid positioning.
While paid media is typically used interchangeably with the term cost-per-click (CPC), it’s important to note the distinction.
Paid media is used broadly to explain a channel, method, or technique within the digital landscape. It does not define certain channels and even always in 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 demand. Made media and owned media are essential pieces of an effective brand method.
It is very important not to puzzle the 3 types of media, as each serves its own purpose. Let’s take a look at the essential distinctions.
- Earned media: Any type of brand name direct exposure gained from methods besides paid advertising.
- Owned media: Any type of content your brand name produces and manages.
Some examples of earned media consist of:
- Social sharing from clients.
- Client evaluations.
- External media coverage (public relations).
Owned media examples consist of:
- Your site.
- Social media channels.
Kinds Of Paid Media Channels
Now that we have actually determined the definition of paid media, let’s take a look at the various kinds of paid media channels and the purposes they serve.
Prior to we dive into the various paid media channels, it’s likewise important to keep in mind the distinction in between ad formats and advertisement channels.
Advertisement formats are the type of ads shown in a particular channel. An advertisement format example could be:
- Browse ad.
- Video advertisement.
- Display advertisement.
- Banner ad.
So while ad formats are important and will depend on the channel, listed below we will focus on the channels themselves.
There are other kinds of paid media channels offered that are not noted here, such as more conventional techniques like direct mail or billboards. These paid media channels have a more physical existence, 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 sites generating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading online search engine, generating practically 27% of user searches across its network of websites.
Less typically utilized search engines that users leverage are:
The most typical ad format on search engines is text-based.
However, depending on the context of a user’s search, other formats may be shown, such as a Shopping ad.
Shopping advertisement formats consist generally of an item image, name, price, and description.
Paid social platforms have really changed over the previous couple of years.
Not just exist more social platforms to select from, however there are also more ways for brand names to market on each platform.
Some of the most common paid social platforms consist of:
- Meta (Buy Facebook Verification).
- Buy Instagram Verification.
- Buy TikTok Verification.
The most common ad 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.
Additionally, most paid social platforms use different positioning types for sponsored advertisements. For instance, Buy Instagram Verification and Snapchat can show advertisements between user stories.
Some paid social platforms are more helpful for B2B companies than for B2C brand names.
For example, LinkedIn marketing consists generally of B2B brand names marketing their product and services to other specialists.
Other platforms like Buy TikTok Verification and Snapchat may be much better fit for B2C or ecommerce brands.
Whatever paid social channel you pick from, simply make certain that your target audience exists also.
Programmatic & Show
Show advertisements are shown on a range of channels and networks. Advertisements are displayed on various sites and apps depending upon the network.
While programmatic describes the method of when/where/how to publish advertisements, show refers to the real format of advertisements revealed.
One of the most common display screen channels is the Google Display 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 purchases are consisted of the channels listed here.
This kind of marketing is when a company or brand name pays affiliates for each sale they contribute.
One of the most significant channels for affiliate marketing is through blog writers. A blog writer will discuss another product or brand in their post and after that earn money for each sale associated back to that blog post.
This type of marketing is advantageous because it enables your brand to expand and scale its reach through other popular influencers in your space.
Other popular affiliate marketing channels include:
- Email lists.
- Voucher websites.
- Evaluation sites.
The appeal of affiliate marketing is that you can pick your partners and publishers. You need to always pick partners lined up with your company’s objectives and goals.
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 noted above. These examples can help offer context when deciding what types of paid media to run.
When searching for “top parental control apps” in Google, the very first 2 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 ads look a little different: Screenshot from Bing search for [leading parental control apps], January 2023 When searching for an item like”nike shoes for women,”the advertisements listed below are a shopping advertisement format. Screenshot from Google look for [top parental control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look different 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 also offers ads in its “Stories” placement. An example from Marriott is below:
Screenshot from Buy Instagram Verification, December 2022 Display Examples Display advertisements can be
in all shapes and sizes, depending upon the website or app. Below is an example of three different display advertisements shown on one website. Screenshot from author, December 2022
Affiliate Examples Often affiliate advertisements can be tough to spot.
For instance, “Listicle” short articles have ended up being a hot product, where a publisher is paid by other brands to be included in a “Leading” item article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Marketing 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 an important element of any marketing method and can
fast outcomes. Nevertheless, you must not totally count on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand must be identified by your goals and
where your target market invests their time. Creating a holistic plan consisting of paid, made, and owned media helps your company maximize reach with your customers and lower marketing costs in time. More resources: Featured Image: VectorMine/SMM Panel