What Is Paid Media: Types & Examples

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

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

This thorough guide will teach you what paid media is (and what it isn’t), the difference in 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 frequently utilized interchangeably with the term cost-per-click (CPC), it’s important to keep in mind the differentiation.

Paid media is used broadly to explain a channel, technique, or method within the digital landscape. It does not define specific channels or perhaps 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. Earned media and owned media are crucial pieces of an effective brand name 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 crucial distinctions.

  • Earned media: Any kind of brand name exposure acquired from techniques besides paid advertising.
  • Owned media: Any type of material your brand creates and manages.

Some examples of made media consist of:

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

Owned media examples consist of:

  • Your site.
  • Social media channels.
  • Blog posts.

Types Of Paid Media Channels

Now that we’ve determined the meaning of paid media, let’s have a look at the various kinds 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 in between advertisement formats and ad channels.

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

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

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

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

Paid Browse

The most typical platforms in paid search are Google and Bing online search engine.

Google is the leading search engine in market share, with its sites producing around 61% of user searches in the United States.

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

Less typically used online search engine that users take advantage of 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 shown, such as a Shopping ad.

Shopping advertisement formats consist generally of a product image, name, rate, and description.

Paid Social

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

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

Some of the most typical paid social platforms consist of:

  • 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 placed within a user’s newsfeed as they scroll. These ads will either include one (or more) static images or a video as the primary visual.

In addition, most paid social platforms use various positioning types for sponsored ads. For instance, Buy Instagram Verification Badge and Snapchat can show ads in between user stories.

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

For example, LinkedIn advertising consists primarily of B2B brand names marketing their product or service to other professionals.

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

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

Programmatic & Show

Show ads are shown on a range of channels and networks. Ads are displayed on various websites and apps depending on the network.

While programmatic describes the technique of when/where/how to release advertisements, show refers to the real format of advertisements shown.

One of the most typical screen 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 ad purchases are consisted 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.

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

This type of marketing is advantageous since 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.
  • Discount coupon websites.
  • Review websites.

The charm of affiliate marketing is that you can pick your partners and publishers. You need to constantly select partners aligned with your company’s objectives and goals.

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 listed above. These examples can help provide context when choosing what kinds of paid media to run.

Browse Examples

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

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

Paid Social Examples Each social platform’s advertisement formats look various within their respective newsfeeds.

Here is a LinkedIn newsfeed example:

Screenshot from LinkedIn, December 2022 A Buy Facebook Verification Badge advertisement newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022

Buy Instagram Verification Badge likewise offers advertisements in its “Stories” positioning. An example from Marriott is below:

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

in all sizes and shapes, depending on the website or app. Below is an example of three various screen advertisements revealed on one website. Screenshot from author, December 2022

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

For instance, “Listicle” short articles have ended up being a hot commodity, where a publisher is paid by other brand names to be consisted of in a “Top” item post.

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

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


quick outcomes. Nevertheless, you should not totally depend on paid media to drive sustainable development by itself. The appropriate paid media channels for your brand ought to be determined by your goals and

where your target market spends their time. Developing a holistic plan making up paid, earned, and owned media helps your business make the most of reach with your customers and minimize marketing expenses over time. More resources: Included Image: VectorMine/SMM Panel