What Is Paid Media: Types & Examples

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

Some use the term paid media interchangeably with PPC marketing, however usually it relates to a broader advertising scope.

This comprehensive guide will teach you what paid media is (and what it isn’t), the difference in between various media types, and offer thorough 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 is necessary to note the differentiation.

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

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 essential pieces of a successful brand strategy.

It’s important not to confuse the 3 types of media, as each serves its own function. Let’s have a look at the essential differences.

  • Made media: Any type of brand name exposure gained from techniques aside from paid advertising.
  • Owned media: Any type of content your brand creates and manages.

Some examples of earned media include:

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

Owned media examples consist of:

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

Kinds Of Paid Media Channels

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

Prior to we dive into the various paid media channels, it’s also essential to note the difference in between advertisement formats and advertisement channels.

Ad formats are the kind of advertisements shown in a specific channel. An advertisement format example could be:

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

So while ad formats are essential and will depend upon the channel, listed 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 traditional methods like direct-mail advertising or billboards. These paid media channels have a more physical existence, and here we will focus on digital channels.

Paid Search

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 second leading online search engine, creating practically 27% of user searches across its network of websites.

Less frequently used search engines that users leverage are:

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

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

Shopping advertisement formats consist mainly of a product image, name, price, and description.

Paid Social

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

Not just are there more social platforms to choose from, however there are likewise more methods for brand names to advertise on each platform.

A few of the most typical paid social platforms consist of:

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

The most common ad format in social channels is placed within a user’s newsfeed as they scroll. These advertisements will either include 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 example, Buy Instagram Verified and Snapchat can show ads between user stories.

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

For example, LinkedIn marketing consists generally of B2B brands marketing their service or product to other experts.

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

Whatever paid social channel you choose from, just ensure that your target market exists too.

Programmatic & Show

Display advertisements are revealed on a variety of channels and networks. Ads are shown on numerous websites and apps depending upon the network.

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

One of the most common display screen channels is the Google Show Network (GDN). This varies from programmatic since 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 type of marketing is when a business or brand name pays affiliates for each sale they contribute.

One of the biggest channels for affiliate marketing is through blog writers. A blogger will point out another product or brand in their post and after that get paid for every sale attributed back to that post.

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

Other popular affiliate marketing channels include:

  • Email lists.
  • Coupon sites.
  • Evaluation sites.

The appeal of affiliate marketing is that you can select your partners and publishers. You should always choose partners lined up with your company’s objectives and goals.

Examples Of Paid Media

This is where the advertisement formats are married to the paid media channels.

Below are examples of paid media advertisements from the popular channels noted above. These examples can help offer context when choosing what kinds of paid media to run.

Search Examples

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

Screenshot from Google look for [leading parental control apps], Google, December 2022 While conducting the very same search on Microsoft Bing, the ads look somewhat various: Screenshot from Bing search for [top adult control apps], January 2023 When looking for an item like”nike shoes for women,”the ads below are a shopping ad format. Screenshot from Google look for [leading parental control apps], Google, December 2022

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

Here is a LinkedIn newsfeed example:

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

Buy Instagram Verified also offers ads in its “Stories” positioning. An example from Marriott is listed below:

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

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

Affiliate Examples In some cases affiliate advertisements can be difficult to spot.

For example, “Listicle” short articles have become a hot commodity, where a publisher is paid by other brands to be included in a “Leading” item short article.

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

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


quick outcomes. However, you must not fully rely on paid media to drive sustainable development by itself. The suitable paid media channels for your brand ought to be figured out by your goals and

where your target market spends their time. Producing a holistic strategy making up paid, made, and owned media assists your company optimize reach with your clients and decrease marketing expenses with time. More resources: Featured Image: VectorMine/Best SMM Panel