What Is Paid Media: Types & Examples

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The term ‘paid media’ is commonly used in the marketing market.

Some utilize the term paid media interchangeably with PPC marketing, but often it relates to a wider marketing scope.

This detailed guide will teach you what paid media is (and what it isn’t), the difference in between different media types, and deal in-depth examples.

What Is Paid Media?

Paid media is any marketing effort which contains a paid placement.

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

Paid media is utilized broadly to describe 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 advertising.

The Distinction Between Earned, Owned, And Paid Media

Paid media is not the only media to drive awareness and need. Made media and owned media are essential pieces of a successful brand method.

It is essential not to confuse the three types of media, as each serves its own function. Let’s take a look at the essential distinctions.

  • Made media: Any kind of brand direct exposure got from methods aside from paid marketing.
  • Owned media: Any type of content your brand develops and manages.

Some examples of made media consist of:

  • Social sharing from customers.
  • Customer reviews.
  • External media protection (public relations).

Owned media examples include:

  • Your website.
  • Social network channels.
  • Article.

Kinds Of Paid Media Channels

Now that we’ve recognized the meaning of paid media, let’s have a look at the different kinds of paid media channels and the functions they serve.

Before we dive into the various paid media channels, it’s likewise essential to note the distinction in between ad formats and advertisement channels.

Advertisement formats are the type of advertisements shown in a specific channel. An ad format example might be:

  • Search ad.
  • Video advertisement.
  • Show advertisement.
  • Banner ad.

So while ad formats are important and will depend upon the channel, below we will focus on the channels themselves.

There are other types of paid media channels readily available that are not noted here, such as more conventional methods like direct mail or signboards. 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 online search engine.

Google is the leading online search engine in market share, with its sites 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 typically used search engines that users utilize are:

The most typical advertisement format on online search engine is text-based.

Nevertheless, depending upon the context of a user’s search, other formats might be revealed, such as a Shopping advertisement.

Shopping ad formats consist primarily of an item image, name, price, and description.

Paid Social

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

Not only exist more social platforms to choose from, but there are likewise more ways for brand names to advertise on each platform.

A few of the most typical paid social platforms include:

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

The most typical advertisement format in social channels is positioned 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.

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

Some paid social platforms are more beneficial for B2B companies than for B2C brand names.

For instance, LinkedIn marketing consists mainly of B2B brand names marketing their product and services to other experts.

Other platforms like Buy TikTok Verification Badge and Snapchat might be better matched for B2C or ecommerce brands.

Whatever paid social channel you choose from, just make certain that your target market is there also.

Programmatic & Show

Display ads are revealed on a variety of channels and networks. Advertisements are displayed on numerous websites and apps depending upon the network.

While programmatic refers to the technique of when/where/how to publish ads, display describes the actual format of ads shown.

One of the most common 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 listed here.

Affiliate Marketing

This type of marketing is when a company or brand name pays affiliates for each sale they contribute.

One of the biggest channels for affiliate marketing is through bloggers. A blogger will mention another item or brand name in their post and then get paid for every sale attributed back to that article.

This kind of marketing is beneficial since it allows 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 websites.
  • Review websites.

The appeal of affiliate marketing is that you can pick your partners and publishers. You must always pick partners lined up with your business’s objectives 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 noted above. These examples can assist offer context when deciding what kinds of paid media to run.

Browse Examples

When searching for “top adult control apps” in Google, the first 2 positions are examples of search ads.

Screenshot from Google search for [top adult control apps], Google, December 2022 While conducting the exact same search on Microsoft Bing, the advertisements look a little various: Screenshot from Bing search for [top adult control apps], January 2023 When searching for a product like”nike shoes for women,”the advertisements below are a shopping advertisement format. Screenshot from Google look for [top adult control apps], Google, December 2022

Paid Social Examples Each social platform’s ad formats look various 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 also uses ads in its “Stories” positioning. An example from Marriott is listed below:

Screenshot from Buy Instagram Verification Badge, December 2022 Display Examples Show ads can be

in all sizes and shapes, depending upon the website or app. Below is an example of 3 different display screen advertisements shown on one website. Screenshot from author, December 2022

Affiliate Examples Sometimes affiliate ads can be tough to area.

For instance, “Listicle” posts have actually become a hot commodity, where a publisher is paid by other brands to be included in a “Leading” product post.

Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Advertising Disclosure,” you’ll notice that this publisher is paid by the brand names for exclusive placement:

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


quick results. Nevertheless, you ought to not totally rely on paid media to drive sustainable growth by itself. The proper paid media channels for your brand need to be figured out by your goals and

where your target market spends their time. Producing a holistic plan consisting of paid, made, and owned media helps your company optimize reach with your customers and lower marketing expenses gradually. More resources: Featured Image: VectorMine/SMM Panel