What Is Paid Media: Types & Examples

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

Some utilize the term paid media interchangeably with PPC advertising, but frequently it connects to a broader advertising scope.

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

What Is Paid Media?

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

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

Paid media is used broadly to describe a channel, method, or technique within the digital landscape. It does not define certain channels or even necessarily in 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 vital pieces of a successful brand strategy.

It’s important not to puzzle the 3 types of media, as each serves its own purpose. Let’s take a look at the key distinctions.

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

Some examples of earned media include:

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

Owned media examples consist of:

  • Your website.
  • Social media channels.
  • Article.

Kinds Of Paid Media Channels

Now that we’ve recognized the meaning of paid media, let’s take 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 also important to keep in mind the distinction in between ad formats and advertisement channels.

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

  • Browse advertisement.
  • Video ad.
  • Show ad.
  • Banner ad.

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

There are other kinds of paid media channels readily available that are not listed here, such as more conventional approaches like direct mail or billboards. These paid media channels have a more physical presence, 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 websites producing around 61% of user searches in the United States.

Microsoft (Bing) is the 2nd leading search engine, creating almost 27% of user searches throughout its network of sites.

Less frequently used search engines that users take advantage of are:

The most common ad format on online search engine is text-based.

However, depending on 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, price, and description.

Paid Social

Paid social platforms have truly changed over the past couple of years.

Not just are there more social platforms to select from, however there are also more ways for brand names to market on each platform.

A few of the most common paid social platforms include:

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

The most typical advertisement format in social channels is positioned 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 various positioning types for sponsored advertisements. For example, Buy Instagram Verification and Snapchat can reveal ads between user stories.

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

For instance, LinkedIn marketing consists primarily of B2B brand names marketing their product or service to other experts.

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

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

Programmatic & Display

Show advertisements are revealed on a range of channels and networks. Advertisements are displayed on various websites and apps depending upon the network.

While programmatic describes the strategy of when/where/how to release advertisements, display refers to the actual format of advertisements revealed.

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 usages for its advertisement purchases are comprised of the channels listed here.

Affiliate Marketing

This kind of marketing is when a business or brand pays affiliates for each sale they contribute.

One of the most significant channels for affiliate marketing is through blog writers. A blog writer will point out another item or brand name in their post and then get paid for each sale attributed back to that blog post.

This kind of marketing is useful due to the fact that it enables your brand to expand and scale its reach through other popular influencers in your space.

Other popular affiliate marketing channels consist of:

  • Email lists.
  • Coupon sites.
  • Review sites.

The appeal of affiliate marketing is that you can pick your partners and publishers. You should always pick partners aligned with your business’s goals and objectives.

Examples Of Paid Media

This is where the advertisement formats are wed 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 deciding what kinds of paid media to run.

Browse Examples

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

Screenshot from Google search for [leading parental control apps], Google, December 2022 While performing the exact same search on Microsoft Bing, the advertisements look slightly different: Screenshot from Bing look for [leading adult control apps], January 2023 When searching for an item like”nike shoes for women,”the advertisements below are a shopping ad format. Screenshot from Google search for [leading 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 ad newsfeed example: Screenshot from Buy Facebook Verification, December 2022

Buy Instagram Verification also offers ads in its “Stories” placement. An example from Marriott is below:

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

in all shapes and sizes, depending on the website or app. Below is an example of 3 different display ads revealed on one webpage. Screenshot from author, December 2022

Affiliate Examples Sometimes affiliate advertisements can be tough to spot.

For instance, “Listicle” short articles have actually become a hot commodity, where a publisher is paid by other brands to be included in a “Top” product article.

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

Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an important component of any marketing method and can


quick results. However, you ought to not totally depend on paid media to drive sustainable development by itself. The proper paid media channels for your brand must be identified by your objectives and

where your target audience invests their time. Producing a holistic strategy making up paid, earned, and owned media helps your company optimize reach with your consumers and lower marketing costs with time. More resources: Included Image: VectorMine/Best SMM Panel