What Is Paid Media: Types & Examples

Posted by

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

Some utilize the term paid media interchangeably with pay per click marketing, but frequently it relates to a more comprehensive marketing scope.

This detailed guide will teach you what paid media is (and what it isn’t), the distinction in between different media types, and offer extensive examples.

What Is Paid Media?

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

While paid media is often utilized interchangeably with the term cost-per-click (CPC), it is essential to keep in mind the differentiation.

Paid media is used broadly to describe a channel, strategy, or method within the digital landscape. It does not specify particular channels and even always 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. Earned media and owned media are vital pieces of a successful brand name strategy.

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 differences.

  • Earned media: Any kind of brand exposure acquired from methods other than paid advertising.
  • Owned media: Any kind of material your brand develops and manages.

Some examples of made media consist of:

  • Social sharing from clients.
  • Client evaluations.
  • External media protection (public relations).

Owned media examples consist of:

  • Your site.
  • Social media channels.
  • Post.

Kinds Of Paid Media Channels

Now that we have actually identified the meaning of paid media, let’s take a look at the different kinds of paid media channels and the purposes they serve.

Before we dive into the various paid media channels, it’s also important to keep in mind the difference between advertisement formats and advertisement channels.

Ad formats are the type of ads shown in a specific channel. An ad format example could be:

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

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

There are other types of paid media channels readily available that are not listed here, such as more standard techniques like direct-mail advertising or billboards. 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 search engines.

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 2nd leading search engine, producing practically 27% of user searches across its network of websites.

Less typically utilized online search engine that users leverage 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 may be revealed, such as a Shopping advertisement.

Shopping ad formats consist generally of a product image, name, cost, and description.

Paid Social

Paid social platforms have truly changed over the previous few 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 put within a user’s newsfeed as they scroll. These advertisements will either consist of one (or more) fixed images or a video as the main visual.

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

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

For example, LinkedIn advertising consists primarily of B2B brands marketing their services or product to other experts.

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

Whatever paid social channel you pick from, just make certain that your target market exists also.

Programmatic & Display

Show advertisements are revealed on a range of channels and networks. Advertisements are shown on numerous sites and apps depending on the network.

While programmatic refers to the strategy of when/where/how to publish advertisements, display describes the real format of advertisements shown.

Among the most common display channels is the Google Display Network (GDN). This differs from programmatic since 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 kind of marketing is when a business or brand name 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 product or brand name in their post and after that make 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 expand and scale its reach through other popular influencers in your space.

Other popular affiliate marketing channels consist of:

  • Email lists.
  • Discount coupon sites.
  • Evaluation sites.

The appeal of affiliate marketing is that you can choose your partners and publishers. You ought to always select partners lined up 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 help supply context when deciding what kinds of paid media to run.

Browse Examples

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

Screenshot from Google search for [top adult control apps], Google, December 2022 While carrying out the very same search on Microsoft Bing, the advertisements look slightly various: Screenshot from Bing look for [top adult control apps], January 2023 When looking for an item like”nike shoes for ladies,”the advertisements below are a shopping advertisement 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 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 ads in its “Stories” positioning. An example from Marriott is listed below:

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

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

Affiliate Examples Often affiliate ads can be difficult to spot.

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

Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Advertising Disclosure,” you’ll observe that this publisher is paid by the brands for unique positioning:

Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a vital element of any marketing method and can


quick outcomes. However, you need to not completely rely on paid media to drive sustainable development by itself. The proper paid media channels for your brand name need to be identified by your goals and

where your target audience invests their time. Creating a holistic strategy comprising paid, made, and owned media assists your business make the most of reach with your consumers and reduce marketing expenses in time. More resources: Included Image: VectorMine/SMM Panel