The term ‘paid media’ is commonly used in the marketing industry.
Some utilize the term paid media interchangeably with PPC marketing, but often it relates to a wider advertising scope.
This extensive guide will teach you what paid media is (and what it isn’t), the distinction between different media types, and deal extensive examples.
What Is Paid Media?
Paid media is any marketing effort that contains a paid positioning.
While paid media is often used interchangeably with the term cost-per-click (CPC), it’s important to note the distinction.
Paid media is utilized broadly to describe a channel, method, or strategy within the digital landscape. It does not define specific channels or perhaps necessarily in between search, social, or other awareness marketing.
The Distinction Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and need. Earned media and owned media are important pieces of an effective brand method.
It’s important not to confuse the three types of media, as each serves its own purpose. Let’s take a look at the essential distinctions.
- Made media: Any type of brand exposure acquired from approaches besides paid marketing.
- Owned media: Any kind of content your brand name creates and manages.
Some examples of earned media include:
- Social sharing from clients.
- Consumer evaluations.
- External media coverage (public relations).
Owned media examples include:
- Your website.
- Social network channels.
- Blog posts.
Kinds Of Paid Media Channels
Now that we have actually recognized the definition of paid media, let’s take a look at the various types of paid media channels and the purposes they serve.
Before we dive into the different paid media channels, it’s also crucial to keep in mind the distinction between advertisement formats and advertisement channels.
Advertisement formats are the kind of advertisements shown in a particular channel. An ad format example could be:
- Browse advertisement.
- Video advertisement.
- Show advertisement.
- Banner ad.
So while ad formats are necessary and will depend upon the channel, listed below we will focus on the channels themselves.
There are other types of paid media channels available that are not listed here, such as more conventional techniques like direct-mail advertising or billboards. These paid media channels have a more physical presence, and here we will focus on digital channels.
The most typical platforms in paid search are Google and Bing search engines.
Google is the leading search engine in market share, with its sites creating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading online search engine, creating practically 27% of user searches throughout its network of sites.
Less commonly used search engines that users leverage are:
The most typical advertisement format on search engines is text-based.
However, depending upon the context of a user’s search, other formats might be revealed, such as a Shopping ad.
Shopping ad formats consist generally of a product image, name, rate, and description.
Paid social platforms have actually truly transformed over the past couple of years.
Not only are there more social platforms to select from, but there are also more ways for brands to market on each platform.
Some of the most typical paid social platforms consist of:
- Meta (Buy Facebook Verification Badge).
- Buy Instagram Verification Badge.
- Buy TikTok Verification Badge.
The most typical ad format in social channels is positioned within a user’s newsfeed as they scroll. These ads will either consist of one (or more) fixed images or a video as the primary visual.
Furthermore, most paid social platforms offer various placement types for sponsored advertisements. For example, Buy Instagram Verification Badge and Snapchat can reveal ads in between user stories.
Some paid social platforms are more advantageous for B2B business than for B2C brands.
For instance, LinkedIn advertising consists generally of B2B brands marketing their product and services to other specialists.
Other platforms like Buy TikTok Verification Badge and Snapchat may be much better fit for B2C or ecommerce brands.
Whatever paid social channel you choose from, simply make certain that your target market exists also.
Programmatic & Show
Display advertisements are shown on a variety of channels and networks. Advertisements are displayed on numerous websites and apps depending on the network.
While programmatic refers to the strategy of when/where/how to release advertisements, display refers to the actual format of advertisements shown.
One of the most typical display screen channels is the Google Show Network (GDN). This varies from programmatic due to the fact that the GDN is a closed network owned by Google.
The channels programmatic uses for its ad buys are comprised of the channels noted here.
This type of marketing is when a company or brand name pays affiliates for each sale they contribute.
Among the most significant channels for affiliate marketing is through blog writers. A blog writer will point out another product or brand name in their post and then make money for every sale attributed back to that post.
This type of marketing is beneficial due to the fact that it enables your brand to expand and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels consist of:
- Email lists.
- Voucher sites.
- Evaluation websites.
The appeal of affiliate marketing is that you can pick your partners and publishers. You need to always select partners aligned with your business’s goals 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 assist supply context when deciding what kinds of paid media to run.
When searching for “leading 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 conducting the very same search on Microsoft Bing, the advertisements look a little various: Screenshot from Bing search for [top parental control apps], January 2023 When searching for an item like”nike shoes for females,”the advertisements below are a shopping advertisement format. Screenshot from Google search for [top 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 Badge advertisement newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022
Buy Instagram Verification Badge also provides ads in its “Stories” placement. An example from Marriott is below:
Screenshot from Buy Instagram Verification Badge, December 2022 Show Examples Show ads can be
in all sizes and shapes, depending on the website or app. Below is an example of 3 various display screen ads shown on one web page. Screenshot from author, December 2022
Affiliate Examples Often affiliate ads can be difficult to spot.
For example, “Listicle” short articles have actually ended up being a hot commodity, 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 discover that this publisher is paid by the brands for unique positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important component of any marketing technique and can
fast outcomes. However, you ought to not completely count on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand name must be identified by your objectives and
where your target audience spends their time. Producing a holistic plan making up paid, made, and owned media assists your business take full advantage of reach with your consumers and lower marketing costs in time. More resources: Featured Image: VectorMine/SMM Panel