What Is Paid Media: Types & Examples


The time period ‘paid media’ is usually used within the advertising and marketing trade.

Some use the time period paid media interchangeably with PPC promoting, however oftentimes it pertains to a broader promoting scope.

This complete information will train you what paid media is (and what it isn’t), the distinction between totally different media varieties, and provide in-depth examples.

What Is Paid Media?

Paid media is any advertising and marketing effort that incorporates a paid placement.

Whereas paid media is usually used interchangeably with the time period cost-per-click (CPC), it’s essential to notice the differentiation.

Paid media is used broadly to explain a channel, tactic, or technique throughout the digital panorama. It doesn’t specify sure channels and even essentially between search, social, or different consciousness promoting.

The Distinction Between Earned, Owned, And Paid Media

Paid media just isn’t the one media to drive consciousness and demand. Earned media and owned media are very important items of a profitable model technique.

It’s essential to not confuse the three forms of media, as every serves its personal goal. Let’s check out the important thing variations.

  • Earned media: Any sort of brand name publicity gained from strategies apart from paid promoting.
  • Owned media: Any sort of content material your model creates and controls.

Some examples of earned media embody:

  • Social sharing from clients.
  • Buyer opinions.
  • Exterior media protection (public relations).

Owned media examples embody:

  • Your web site.
  • Social media channels.
  • Weblog posts.

Sorts Of Paid Media Channels

Now that we’ve recognized the definition of paid media, let’s check out the several types of paid media channels and the needs they serve.

Earlier than we dive into the totally different paid media channels, it’s additionally essential to notice the distinction between advert codecs and advert channels.

Advert codecs are the kind of adverts proven in a specific channel. An advert format instance could possibly be:

  • Search advert.
  • Video advert.
  • Show advert.
  • Banner advert.

So whereas advert codecs are essential and can rely upon the channel, under we’ll concentrate on the channels themselves.

There are different forms of paid media channels out there that aren’t listed right here, reminiscent of extra conventional strategies like junk mail or billboards. These paid media channels have a extra bodily presence, and right here we’ll concentrate on digital channels.

The commonest platforms in paid search are Google and Bing engines like google.

Google is the main search engine in market share, with its websites producing round 61% of person searches in the USA.

Microsoft (Bing) is the second main search engine, producing virtually 27% of person searches throughout its community of web sites.

Much less generally used engines like google that customers leverage are:

The commonest advert format on engines like google is text-based.

Nonetheless, relying on the context of a person’s search, different codecs could also be proven, reminiscent of a Procuring advert.

Procuring advert codecs consist primarily of a product picture, identify, worth, and outline.

Paid social platforms have really reworked over the previous few years.

Not solely are there extra social platforms to select from, however there are additionally extra methods for manufacturers to promote on every platform.

A few of the commonest paid social platforms embody:

  • Meta (Fb).
  • Instagram.
  • LinkedIn.
  • TikTok.
  • Pinterest.
  • Snapchat.
  • Twitter.

The commonest advert format in social channels is positioned inside a person’s newsfeed as they scroll. These adverts will both consist of 1 (or extra) static photographs or a video as the primary visible.

Moreover, most paid social platforms provide totally different placement varieties for sponsored adverts. For instance, Instagram and Snapchat can present adverts between person tales.

Some paid social platforms are extra helpful for B2B corporations than for B2C manufacturers.

For instance, LinkedIn promoting consists primarily of B2B manufacturers advertising and marketing their services or products to different professionals.

Different platforms like TikTok and Snapchat could also be higher fitted to B2C or ecommerce manufacturers.

No matter paid social channel you select from, simply ensure that your target market is there as effectively.

Programmatic & Show

Show adverts are proven on quite a lot of channels and networks. Advertisements are displayed on quite a few web sites and apps relying on the community.

Whereas programmatic refers back to the technique of when/the place/the right way to publish adverts, show refers back to the precise format of adverts proven.

One of the crucial frequent show channels is the Google Show Community (GDN). This differs from programmatic as a result of the GDN is a closed community owned by Google.

The channels programmatic makes use of for its advert buys are comprised of the channels listed right here.

Affiliate Advertising and marketing

This kind of advertising and marketing is when an organization or model pays associates for every sale they contribute.

One of many largest channels for internet online affiliate marketing is thru bloggers. A blogger will point out one other product or model of their publish after which receives a commission for each sale attributed again to that weblog publish.

This kind of advertising and marketing is helpful as a result of it permits your model to broaden and scale its attain via different fashionable influencers in your house.

Different fashionable internet online affiliate marketing channels embody:

  • E mail lists.
  • Coupon websites.
  • Evaluate websites.

The great thing about internet online affiliate marketing is you can choose your companions and publishers. You must at all times select companions aligned along with your firm’s goals and targets.

Examples Of Paid Media

That is the place the advert codecs are married to the paid media channels.

Beneath are examples of paid media adverts from the favored channels listed above. These examples might help present context when deciding what forms of paid media to run.

Search Examples

When looking for “high parental management apps” in Google, the primary two positions are examples of search adverts.

top parental control appsScreenshot from Google seek for [top parental control apps], Google, December 2022

Whereas conducting the identical search on Microsoft Bing, the adverts look barely totally different:

bing search resultsScreenshot from Bing seek for [top parental control apps], January 2023

When looking for a product like “nike sneakers for ladies,” the adverts under are a procuring advert format.

 screenshot search for top parental control apps GoogleScreenshot from Google seek for [top parental control apps], Google, December 2022

Every social platform’s advert codecs look totally different inside their respective newsfeeds.

Here’s a LinkedIn newsfeed instance:

Screenshot LinkedIn adScreenshot from LinkedIn, December 2022

A Fb advert newsfeed instance:

facebook adScreenshot from Fb, December 2022

Instagram additionally gives adverts in its “Tales” placement. An instance from Marriott is under:

Instagram adScreenshot from Instagram, December 2022

Show Examples

Show adverts might be in all sizes and shapes, relying on the web site or app. Beneath is an instance of three totally different show adverts proven on one webpage.

display ads examplesScreenshot from writer, December 2022

Affiliate Examples

Typically affiliate adverts might be tough to identify.

For instance, “Listicle” articles have change into a sizzling commodity, the place a writer is paid by different manufacturers to be included in a “Prime” product article.

affiliate marketing exampleScreenshot from FamilyOnlineSafety.com, December 2022

Nonetheless, in the event you take a better have a look at this instance’s “Promoting Disclosure,” you’ll discover that this writer is paid by the manufacturers for unique placement:

affiliate marketing disclaimerScreenshot from FamilyOnlineSafety.com, December 2022


Paid media is a vital element of any advertising and marketing technique and may ship quick outcomes. Nonetheless, you shouldn’t absolutely depend on paid media to drive sustainable progress by itself.

The suitable paid media channels in your model ought to be decided by your targets and the place your target market spends their time.

Making a holistic plan comprising paid, earned, and owned media helps your organization maximize attain along with your clients and cut back advertising and marketing prices over time.

Extra sources: 

Featured Picture: VectorMine/Shutterstock


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