The term ‘paid media’ is typically utilized in the marketing market.
Some utilize the term paid media interchangeably with pay per click marketing, however frequently it connects to a wider marketing scope.
This detailed guide will teach you what paid media is (and what it isn’t), the distinction in between different media types, and offer thorough examples.
What Is Paid Media?
Paid media is any marketing effort that contains a paid placement.
While paid media is typically used interchangeably with the term cost-per-click (CPC), it is essential to note the differentiation.
Paid media is utilized broadly to describe a channel, tactic, or technique within the digital landscape. It does not specify specific channels and even necessarily in between search, social, or other awareness marketing.
The Difference 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 vital pieces of an effective brand method.
It is essential not to confuse the three kinds of media, as each serves its own purpose. Let’s have a look at the key distinctions.
- Made media: Any kind of brand name direct exposure acquired from methods besides paid marketing.
- Owned media: Any kind of material your brand name creates and controls.
Some examples of earned media consist of:
- Social sharing from clients.
- Client evaluations.
- External media protection (public relations).
Owned media examples consist of:
- Your website.
- Social media channels.
- Blog posts.
Kinds Of Paid Media Channels
Now that we’ve recognized the meaning of paid media, let’s take a look at the various kinds of paid media channels and the functions they serve.
Before we dive into the different paid media channels, it’s also crucial to note the difference in between advertisement formats and ad channels.
Advertisement formats are the kind of advertisements displayed in a specific channel. An advertisement format example might be:
- Search advertisement.
- Video ad.
- Show ad.
- Banner ad.
So while advertisement formats are necessary and will depend upon the channel, below we will concentrate on the channels themselves.
There are other types of paid media channels offered that are not listed here, such as more traditional approaches like direct-mail advertising or signboards. 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 online search engine.
Google is the leading search engine in market share, with its sites producing around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading search engine, producing almost 27% of user searches across its network of websites.
Less frequently utilized online search engine that users take advantage of are:
The most typical ad format on online search engine is text-based.
Nevertheless, depending upon the context of a user’s search, other formats may be shown, such as a Shopping advertisement.
Shopping advertisement formats consist primarily of a product image, name, cost, and description.
Paid social platforms have genuinely changed over the past couple of years.
Not only are there more social platforms to choose from, however there are likewise more methods for brand names to advertise 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 placed within a user’s newsfeed as they scroll. These advertisements will either include one (or more) static images or a video as the main visual.
In addition, most paid social platforms offer various placement types for sponsored advertisements. For example, Buy Instagram Verification and Snapchat can show advertisements between user stories.
Some paid social platforms are more advantageous for B2B companies than for B2C brand names.
For example, LinkedIn advertising consists generally of B2B brand names marketing their services or product to other specialists.
Other platforms like Buy TikTok Verification and Snapchat may be much better fit for B2C or ecommerce brand names.
Whatever paid social channel you choose from, just ensure that your target audience is there as well.
Programmatic & Show
Show ads are revealed on a variety of channels and networks. Ads are displayed on numerous websites and apps depending on the network.
While programmatic refers to the technique of when/where/how to publish ads, show refers to the real format of advertisements shown.
Among the most common display screen channels is the Google Display Network (GDN). This differs from programmatic because the GDN is a closed network owned by Google.
The channels programmatic uses for its advertisement buys are comprised of the channels listed here.
This type of marketing is when a business 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 mention another item or brand in their post and after that get paid for every single sale associated back to that post.
This kind of marketing is advantageous because it allows your brand to broaden and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Coupon sites.
- Evaluation websites.
The charm of affiliate marketing is that you can select your partners and publishers. You should always select partners lined up with your company’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 ads 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 2 positions are examples of search ads.
Screenshot from Google search for [top adult control apps], Google, December 2022 While carrying out the very same search on Microsoft Bing, the advertisements look a little different: Screenshot from Bing look for [leading parental control apps], January 2023 When looking for a product like”nike shoes for women,”the advertisements listed below are a shopping advertisement format. Screenshot from Google search for [leading adult control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look different within their respective newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verification ad newsfeed example: Screenshot from Buy Facebook Verification, December 2022
Buy Instagram Verification also offers ads in its “Stories” positioning. An example from Marriott is listed below:
Screenshot from Buy Instagram Verification, December 2022 Display Examples Display ads can be
in all shapes and sizes, depending upon the website or app. Below is an example of three various screen ads shown on one web page. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate advertisements can be hard to spot.
For instance, “Listicle” articles have ended up being a hot commodity, where a publisher is paid by other brands to be consisted of in a “Top” item short article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Advertising Disclosure,” you’ll observe that this publisher is paid by the brand names for unique placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a vital component of any marketing technique and can
fast results. However, you should not totally rely on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand name need to be determined by your goals and
where your target audience spends their time. Creating a holistic plan consisting of paid, earned, and owned media helps your business optimize reach with your customers and lower marketing expenses over time. More resources: Included Image: VectorMine/SMM Panel