What Is Paid Media: Sorts & Examples

The time period ‘paid media’ is often used within the advertising and marketing trade.

Some use the time period paid media interchangeably with PPC promoting, however oftentimes it pertains to a broader promoting scope.

This complete information will train you what paid media is (and what it isn’t), the distinction between totally different media sorts, and provide in-depth examples.

What Is Paid Media?

Paid media is any advertising and marketing effort that comprises a paid placement.

Whereas paid media is usually used interchangeably with the time period cost-per-click (CPC), it’s essential to notice the differentiation.

Paid media is used broadly to explain a channel, tactic, or technique throughout the digital panorama. It doesn’t specify sure channels and even essentially between search, social, or different consciousness promoting.

The Distinction Between Earned, Owned, And Paid Media

Paid media will not be the one media to drive consciousness and demand. Earned media and owned media are very important items of a profitable model technique.

It’s essential to not confuse the three sorts of media, as every serves its personal objective. Let’s check out the important thing variations.

  • Earned media: Any sort of brand name publicity gained from strategies apart from paid promoting.
  • Owned media: Any sort of content material your model creates and controls.

Some examples of earned media embrace:

  • Social sharing from prospects.
  • Buyer evaluations.
  • Exterior media protection (public relations).

Owned media examples embrace:

  • Your web site.
  • Social media channels.
  • Weblog posts.

Sorts Of Paid Media Channels

Now that we’ve recognized the definition of paid media, let’s check out the various kinds of paid media channels and the needs they serve.

Earlier than we dive into the totally different paid media channels, it’s additionally essential to notice the distinction between advert codecs and advert channels.

Advert codecs are the kind of adverts proven in a selected channel. An advert format instance could possibly be:

  • Search advert.
  • Video advert.
  • Show advert.
  • Banner advert.

So whereas advert codecs are essential and can depend upon the channel, beneath we are going to concentrate on the channels themselves.

There are different sorts of paid media channels out there that aren’t listed right here, equivalent to extra conventional strategies like unsolicited mail or billboards. These paid media channels have a extra bodily presence, and right here we are going to concentrate on digital channels.

Paid Search

The most typical platforms in paid search are Google and Bing search engines like google and yahoo.

Google is the main search engine in market share, with its websites producing round 61% of consumer searches in america.

Microsoft (Bing) is the second main search engine, producing nearly 27% of consumer searches throughout its community of web sites.

Much less generally used search engines like google and yahoo that customers leverage are:

The most typical advert format on search engines like google and yahoo is text-based.

Nonetheless, relying on the context of a consumer’s search, different codecs could also be proven, equivalent to a Procuring advert.

Procuring advert codecs consist primarily of a product picture, identify, worth, and outline.

Paid Social

Paid social platforms have actually reworked over the previous few years.

Not solely are there extra social platforms to select from, however there are additionally extra methods for manufacturers to promote on every platform.

A number of the most typical paid social platforms embrace:

  • Meta (Fb).
  • Instagram.
  • LinkedIn.
  • TikTok.
  • Pinterest.
  • Snapchat.
  • Twitter.

The most typical advert format in social channels is positioned inside a consumer’s newsfeed as they scroll. These adverts will both consist of 1 (or extra) static photos or a video as the primary visible.

Moreover, most paid social platforms provide totally different placement sorts for sponsored adverts. For instance, Instagram and Snapchat can present adverts between consumer tales.

Some paid social platforms are extra helpful for B2B firms than for B2C manufacturers.

For instance, LinkedIn promoting consists primarily of B2B manufacturers advertising and marketing their services or products to different professionals.

Different platforms like TikTok and Snapchat could also be higher fitted to B2C or ecommerce manufacturers.

No matter paid social channel you select from, simply be sure that your target market is there as effectively.

Programmatic & Show

Show adverts are proven on a wide range of channels and networks. Adverts are displayed on quite a few web sites and apps relying on the community.

Whereas programmatic refers back to the technique of when/the place/how one can publish adverts, show refers back to the precise format of adverts proven.

One of the vital widespread show channels is the Google Show Community (GDN). This differs from programmatic as a result of the GDN is a closed community owned by Google.

The channels programmatic makes use of for its advert buys are comprised of the channels listed right here.

Affiliate Advertising

Such a advertising and marketing is when an organization or model pays associates for every sale they contribute.

One of many largest channels for affiliate marketing online is thru bloggers. A blogger will point out one other product or model of their submit after which receives a commission for each sale attributed again to that weblog submit.

Such a advertising and marketing is helpful as a result of it permits your model to develop and scale its attain by way of different fashionable influencers in your area.

Different fashionable affiliate marketing online channels embrace:

  • E mail lists.
  • Coupon websites.
  • Overview websites.

The fantastic thing about affiliate marketing online is that you would be able to choose your companions and publishers. It’s best to at all times select companions aligned together with your firm’s goals and targets.

Examples Of Paid Media

That is the place the advert codecs are married to the paid media channels.

Under are examples of paid media adverts from the favored channels listed above. These examples might help present context when deciding what sorts of paid media to run.

Search Examples

When looking for “high parental management apps” in Google, the primary two positions are examples of search adverts.

top parental control appsScreenshot from Google seek for [top parental control apps], Google, December 2022

Whereas conducting the identical search on Microsoft Bing, the adverts look barely totally different:

bing search resultsScreenshot from Bing seek for [top parental control apps], January 2023

When looking for a product like “nike sneakers for girls,” the adverts beneath are a procuring advert format.

 screenshot search for top parental control apps GoogleScreenshot from Google seek for [top parental control apps], Google, December 2022

Paid Social Examples

Every social platform’s advert codecs look totally different inside their respective newsfeeds.

Here’s a LinkedIn newsfeed instance:

Screenshot LinkedIn adScreenshot from LinkedIn, December 2022

A Fb advert newsfeed instance:

facebook adScreenshot from Fb, December 2022

Instagram additionally provides adverts in its “Tales” placement. An instance from Marriott is beneath:

Instagram adScreenshot from Instagram, December 2022

Show Examples

Show adverts will be in all sizes and shapes, relying on the web site or app. Under is an instance of three totally different show adverts proven on one webpage.

display ads examplesScreenshot from writer, December 2022

Affiliate Examples

Typically affiliate adverts will be troublesome to identify.

For instance, “Listicle” articles have grow to be a scorching commodity, the place a writer is paid by different manufacturers to be included in a “Prime” product article.

affiliate marketing exampleScreenshot from FamilyOnlineSafety.com, December 2022

Nonetheless, for those who take a better take a look at this instance’s “Promoting Disclosure,” you’ll discover that this writer is paid by the manufacturers for unique placement:

affiliate marketing disclaimerScreenshot from FamilyOnlineSafety.com, December 2022


Paid media is an important part of any advertising and marketing technique and may ship quick outcomes. Nonetheless, you shouldn’t absolutely depend on paid media to drive sustainable development by itself.

The suitable paid media channels in your model ought to be decided by your targets and the place your target market spends their time.

Making a holistic plan comprising paid, earned, and owned media helps your organization maximize attain together with your prospects and cut back advertising and marketing prices over time.

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