The term ‘paid media’ is commonly used in the marketing market.
Some utilize the term paid media interchangeably with pay per click advertising, but often it associates with a wider advertising scope.
This detailed guide will teach you what paid media is (and what it isn’t), the distinction between various 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 utilized interchangeably with the term cost-per-click (CPC), it is very important to note the distinction.
Paid media is utilized broadly to explain a channel, strategy, or technique within the digital landscape. It does not define certain channels and even necessarily in between search, social, or other awareness marketing.
The Difference Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Made media and owned media are crucial pieces of a successful brand technique.
It’s important not to confuse the 3 types of media, as each serves its own purpose. Let’s take a look at the key differences.
- Earned media: Any type of brand name exposure acquired from methods other than paid advertising.
- Owned media: Any type of material your brand creates and controls.
Some examples of earned media consist of:
- Social sharing from consumers.
- Consumer evaluations.
- External media protection (public relations).
Owned media examples include:
- Your website.
- Social media channels.
Kinds Of Paid Media Channels
Now that we have actually recognized the definition of paid media, let’s have 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 likewise essential to note the difference between advertisement formats and ad channels.
Advertisement formats are the type of advertisements shown in a specific channel. An advertisement format example could be:
- Browse ad.
- Video ad.
- Show advertisement.
- Banner advertisement.
So while ad formats are necessary and will depend upon the channel, listed below we will concentrate on the channels themselves.
There are other kinds of paid media channels readily available that are not listed here, such as more traditional approaches like direct-mail advertising or billboards. These paid media channels have a more physical presence, and here we will concentrate 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 websites creating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading search engine, producing nearly 27% of user searches throughout its network of websites.
Less frequently used search engines that users utilize are:
The most common ad format on online search engine is text-based.
Nevertheless, depending on the context of a user’s search, other formats may be revealed, such as a Shopping ad.
Shopping ad formats consist primarily of an item image, name, price, and description.
Paid social platforms have actually really transformed over the past few years.
Not just are there more social platforms to select from, however there are also 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.
- Buy TikTok Verification Badge.
The most common advertisement format in social channels is put within a user’s newsfeed as they scroll. These ads will either consist of one (or more) static images or a video as the primary visual.
Additionally, most paid social platforms provide different placement types for sponsored ads. For example, Buy Instagram Verification Badge and Snapchat can reveal ads between user stories.
Some paid social platforms are more advantageous for B2B business than for B2C brands.
For example, LinkedIn advertising consists mainly of B2B brands marketing their services or product to other specialists.
Other platforms like Buy TikTok Verification Badge and Snapchat may be much better fit for B2C or ecommerce brand names.
Whatever paid social channel you choose from, just make certain that your target market is there as well.
Programmatic & Display
Display ads are revealed on a variety of channels and networks. Advertisements are displayed on many websites and apps depending on the network.
While programmatic refers to the method of when/where/how to publish ads, show describes the actual format of ads shown.
One of the most typical display 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 uses for its ad buys are consisted of the channels noted here.
This type of marketing is when a company or brand pays affiliates for each sale they contribute.
One of the biggest channels for affiliate marketing is through blog writers. A blog writer will discuss another item or brand in their post and then earn money for each sale associated back to that article.
This type of marketing is advantageous due to the fact that it permits your brand name to broaden and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Discount coupon sites.
- Review sites.
The charm of affiliate marketing is that you can choose your partners and publishers. You need to constantly 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 listed above. These examples can assist supply context when choosing what kinds of paid media to run.
When searching for “top parental control apps” in Google, the very first two positions are examples of search advertisements.
Screenshot from Google look for [top parental control apps], Google, December 2022 While performing the exact same search on Microsoft Bing, the advertisements look a little various: Screenshot from Bing search for [leading adult control apps], January 2023 When searching for a product like”nike shoes for females,”the advertisements listed below are a shopping ad format. Screenshot from Google look for [top parental control apps], Google, December 2022
Paid Social Examples Each social platform’s advertisement formats look different within their respective 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 also offers advertisements in its “Stories” positioning. 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 screen advertisements revealed on one website. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate ads can be hard to area.
For instance, “Listicle” short articles have actually become a hot commodity, where a publisher is paid by other brand names to be consisted of in a “Top” item article.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, 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 a crucial component of any marketing strategy and can
fast results. However, you must not totally count on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand name ought to be figured out by your objectives and
where your target market spends their time. Developing a holistic strategy comprising paid, made, and owned media helps your company take full advantage of reach with your clients and lower marketing costs in time. More resources: Included Image: VectorMine/SMM Panel