What Is Paid Media: Types & Examples

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

Some use the term paid media interchangeably with pay per click advertising, but often it connects to a wider marketing scope.

This detailed guide will teach you what paid media is (and what it isn’t), the distinction between different media types, and offer thorough 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 is very important to note the distinction.

Paid media is utilized broadly to explain a channel, method, or technique within the digital landscape. It does not define specific channels or perhaps always 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 crucial pieces of an effective brand strategy.

It is necessary not to confuse 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 exposure gained from techniques besides paid marketing.
  • Owned media: Any type of content your brand name creates and controls.

Some examples of made media include:

  • Social sharing from consumers.
  • Customer evaluations.
  • External media protection (public relations).

Owned media examples include:

  • Your website.
  • Social network channels.
  • Blog posts.

Types Of Paid Media Channels

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

Prior to we dive into the various paid media channels, it’s also crucial to keep in mind the distinction in between ad formats and ad channels.

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

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

So while advertisement formats are essential and will depend on the channel, 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 approaches like direct mail or billboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.

Paid Browse

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

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

Microsoft (Bing) is the second leading online search engine, generating practically 27% of user searches throughout its network of sites.

Less commonly used online search engine that users utilize 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 advertisement formats consist primarily of an item image, name, price, and description.

Paid Social

Paid social platforms have really transformed over the past couple of years.

Not only are there more social platforms to pick from, but there are likewise more methods for brands to advertise on each platform.

Some of the most typical paid social platforms include:

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

The most common ad format in social channels is positioned within a user’s newsfeed as they scroll. These advertisements will either include one (or more) fixed images or a video as the main visual.

In addition, most paid social platforms provide different positioning types for sponsored advertisements. For example, Buy Instagram Verification and Snapchat can reveal ads between user stories.

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

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

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

Whatever paid social channel you pick from, simply ensure that your target market exists too.

Programmatic & Show

Show advertisements are shown on a range of channels and networks. Ads are displayed on many sites and apps depending on the network.

While programmatic refers to the method of when/where/how to publish ads, show refers to the real format of ads shown.

Among 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 company or brand pays affiliates for each sale they contribute.

One of the greatest channels for affiliate marketing is through bloggers. A blogger will discuss another item or brand in their post and then make money for every single sale attributed back to that post.

This type of marketing is useful since it allows 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.
  • Voucher websites.
  • Evaluation sites.

The charm of affiliate marketing is that you can choose your partners and publishers. You must constantly choose partners lined up with your company’s goals and goals.

Examples Of Paid Media

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

Below are examples of paid media ads from the popular channels listed above. These examples can assist offer context when deciding what types of paid media to run.

Search Examples

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

Screenshot from Google search for [leading parental control apps], Google, December 2022 While conducting the same search on Microsoft Bing, the advertisements look a little different: Screenshot from Bing look for [leading adult control apps], January 2023 When searching for an item like”nike shoes for women,”the ads listed 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 Verification advertisement newsfeed example: Screenshot from Buy Facebook Verification, December 2022

Buy Instagram Verification also offers advertisements in its “Stories” placement. An example from Marriott is listed below:

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

in all sizes and shapes, depending upon the website or app. Below is an example of 3 different screen advertisements revealed on one web page. Screenshot from author, December 2022

Affiliate Examples In some cases affiliate advertisements can be tough to area.

For instance, “Listicle” short articles have actually become a hot product, where a publisher is paid by other brand names to be consisted of in a “Leading” item short article.

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

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


quick outcomes. Nevertheless, you need to not fully count on paid media to drive sustainable growth by itself. The proper paid media channels for your brand need to be determined by your objectives and

where your target audience invests their time. Producing a holistic plan making up paid, made, and owned media helps your company take full advantage of reach with your clients and reduce marketing costs over time. More resources: Included Image: VectorMine/Best SMM Panel