What Is Paid Media: Types & Examples

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The term ‘paid media’ is typically used in the marketing industry.

Some utilize the term paid media interchangeably with pay per click advertising, however oftentimes it connects to a broader advertising scope.

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

What Is Paid Media?

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

While paid media is frequently used interchangeably with the term cost-per-click (CPC), it’s important to keep in mind the differentiation.

Paid media is utilized broadly to describe a channel, method, or technique within the digital landscape. It does not define certain channels and even necessarily 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 need. Made media and owned media are crucial pieces of a successful brand name strategy.

It’s important not to puzzle the three types of media, as each serves its own function. Let’s have a look at the key distinctions.

  • Made media: Any kind of brand name exposure acquired from techniques besides paid advertising.
  • Owned media: Any type of material your brand creates and manages.

Some examples of earned media include:

  • Social sharing from consumers.
  • Client reviews.
  • External media coverage (public relations).

Owned media examples consist of:

  • Your site.
  • Social media channels.
  • Article.

Kinds Of Paid Media Channels

Now that we’ve identified 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 different paid media channels, it’s likewise crucial to keep in mind the distinction in between ad formats and advertisement channels.

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

  • Search ad.
  • Video advertisement.
  • Show 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 available that are not listed here, such as more standard approaches like direct-mail advertising or billboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.

Paid Browse

The most common platforms in paid search are Google and Bing search engines.

Google is the leading online search engine in market share, with its sites producing around 61% of user searches in the United States.

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

Less frequently utilized search engines that users leverage 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 shown, such as a Shopping ad.

Shopping ad formats consist mainly of an item image, name, cost, and description.

Paid Social

Paid social platforms have actually really transformed over the previous couple of years.

Not only are there more social platforms to pick from, but there are likewise more ways for brands to market on each platform.

A few of the most typical paid social platforms consist of:

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

The most common ad format in social channels is positioned within a user’s newsfeed as they scroll. These advertisements will either consist of one (or more) static images or a video as the main visual.

In addition, most paid social platforms provide various positioning types for sponsored advertisements. For instance, Buy Instagram Verification Badge and Snapchat can show ads in between user stories.

Some paid social platforms are more beneficial for B2B business than for B2C brands.

For instance, LinkedIn marketing consists primarily of B2B brands marketing their service or product to other professionals.

Other platforms like Buy TikTok Verification Badge and Snapchat may be better suited for B2C or ecommerce brand names.

Whatever paid social channel you choose from, simply make sure that your target market exists also.

Programmatic & Display

Show advertisements are shown on a range of channels and networks. Advertisements are displayed on numerous sites and apps depending on the network.

While programmatic describes the strategy of when/where/how to publish ads, show describes the actual format of advertisements shown.

Among the most typical display 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 purchases are comprised of the channels noted here.

Affiliate Marketing

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 bloggers. A blogger will discuss another item or brand in their post and after that make money for every single sale associated back to that article.

This type of marketing is helpful 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.
  • Coupon sites.
  • Review sites.

The beauty of affiliate marketing is that you can pick your partners and publishers. You must always select 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 ads from the popular channels noted above. These examples can help provide context when choosing what types of paid media to run.

Browse Examples

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

Screenshot from Google look for [top adult control apps], Google, December 2022 While performing the exact same search on Microsoft Bing, the ads look slightly various: Screenshot from Bing search for [leading parental control apps], January 2023 When looking for a product like”nike shoes for females,”the ads listed below are a shopping advertisement format. Screenshot from Google search for [leading 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 Badge ad newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022

Buy Instagram Verification Badge likewise uses advertisements in its “Stories” positioning. An example from Marriott is below:

Screenshot from Buy Instagram Verification Badge, 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 various screen advertisements revealed on one website. Screenshot from author, December 2022

Affiliate Examples In some cases affiliate advertisements can be tough to spot.

For example, “Listicle” articles have ended up being a hot product, where a publisher is paid by other brands to be included in a “Top” item 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 unique placement:

Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a crucial component of any marketing strategy and can


fast outcomes. However, you should not fully depend on paid media to drive sustainable growth by itself. The suitable paid media channels for your brand name must be determined by your objectives and

where your target audience invests their time. Producing a holistic plan making up paid, earned, and owned media helps your company optimize reach with your consumers and reduce marketing expenses with time. More resources: Featured Image: VectorMine/SMM Panel