What Is Paid Media: Types & Examples

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The term ‘paid media’ is typically utilized in the marketing industry.

Some use the term paid media interchangeably with pay per click marketing, but frequently it associates with a broader 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 placement.

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

Paid media is utilized broadly to explain a channel, technique, or method within the digital landscape. It does not specify particular channels and even necessarily between search, social, or other awareness advertising.

The Distinction In Between Earned, Owned, And Paid Media

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

It is very important not to puzzle the three kinds 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 acquired from approaches aside from paid advertising.
  • Owned media: Any kind of material your brand name creates and controls.

Some examples of earned media include:

  • Social sharing from customers.
  • Consumer evaluations.
  • External media protection (public relations).

Owned media examples consist of:

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

Types Of Paid Media Channels

Now that we have actually recognized the definition of paid media, let’s have a look at the different types of paid media channels and the functions they serve.

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

Ad formats are the kind of ads displayed in a particular channel. An ad format example might be:

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

So while advertisement formats are very important and will depend upon the channel, listed below we will concentrate on the channels themselves.

There are other kinds of paid media channels available that are not noted here, such as more traditional methods like direct-mail advertising or signboards. These paid media channels have a more physical presence, and here we will focus on digital channels.

Paid Search

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 second leading search engine, creating almost 27% of user searches throughout its network of sites.

Less commonly utilized online search engine that users take advantage of are:

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

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

Shopping advertisement formats consist generally of an item image, name, price, and description.

Paid Social

Paid social platforms have actually truly transformed over the previous few years.

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

Some of the most common paid social platforms consist of:

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

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 primary visual.

Furthermore, most paid social platforms use various placement types for sponsored advertisements. For instance, Buy Instagram Verified and Snapchat can reveal ads between user stories.

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

For instance, LinkedIn advertising consists mainly of B2B brands marketing their product or service to other professionals.

Other platforms like Buy TikTok Verified and Snapchat might be much better suited for B2C or ecommerce brand names.

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

Programmatic & Show

Display ads are shown on a variety of channels and networks. Advertisements are displayed on various websites and apps depending on the network.

While programmatic describes the method of when/where/how to release ads, show describes the real format of advertisements revealed.

One of the most common display channels is the Google Display Network (GDN). This varies from programmatic because the GDN is a closed network owned by Google.

The channels programmatic uses for its advertisement buys are consisted of the channels listed here.

Affiliate Marketing

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

Among the most significant channels for affiliate marketing is through bloggers. A blogger will mention another item or brand in their post and then make money for every sale associated back to that post.

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

Other popular affiliate marketing channels include:

  • Email lists.
  • Voucher websites.
  • Review sites.

The appeal of affiliate marketing is that you can pick your partners and publishers. You need to 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 advertisements from the popular channels noted above. These examples can help supply context when deciding what kinds of paid media to run.

Search Examples

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

Screenshot from Google look for [leading adult control apps], Google, December 2022 While performing the same search on Microsoft Bing, the advertisements look a little various: Screenshot from Bing search for [leading parental control apps], January 2023 When looking for an item like”nike shoes for ladies,”the advertisements listed below are a shopping ad format. Screenshot from Google search for [top 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 Verified ad newsfeed example: Screenshot from Buy Facebook Verified, December 2022

Buy Instagram Verified likewise uses advertisements in its “Stories” positioning. An example from Marriott is below:

Screenshot from Buy Instagram Verified, December 2022 Display Examples Display advertisements can be

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

Affiliate Examples In some cases affiliate ads can be hard to spot.

For instance, “Listicle” articles have ended up being a hot product, where a publisher is paid by other brands to be consisted of in a “Leading” item short article.

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

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


quick results. However, you ought to not completely rely on paid media to drive sustainable development by itself. The proper paid media channels for your brand name should be figured out by your objectives and

where your target market spends their time. Developing a holistic strategy consisting of paid, earned, and owned media assists your company take full advantage of reach with your clients and lower marketing costs gradually. More resources: Included Image: VectorMine/Best SMM Panel