What Is Paid Media: Kinds & Examples

7 min readJan 12, 2023
What Is Paid Media: Kinds & Examples

The time interval ‘paid media’ is often used throughout the promoting enterprise.
Some use the time interval paid media interchangeably with PPC selling, nonetheless oftentimes it pertains to a broader selling scope.
This entire data will educate you what paid media is (and what it isn’t), the excellence between fully completely different media varieties, and supply in-depth examples.

What Is Paid Media?

Paid media is any promoting effort that includes a paid placement.
Whereas paid media is usually used interchangeably with the time interval cost-per-click (CPC), it’s needed to note the differentiation.
Paid media is used broadly to elucidate a channel, tactic, or approach all through the digital panorama. It does not specify certain channels and even primarily between search, social, or completely different consciousness selling.

The Distinction Between Earned, Owned, And Paid Media

Paid media should not be the one media to drive consciousness and demand. Earned media and owned media are crucial gadgets of a worthwhile mannequin approach.
It’s essential to not confuse the three forms of media, as each serves its private goal. Let’s take a look at the essential factor variations.
Earned media: Any form of model title publicity gained from methods other than paid selling.

Owned media: Any form of content material materials your mannequin creates and controls.
Some examples of earned media embody:
— Social sharing from prospects.

— Purchaser critiques.

— Exterior media safety (public relations).
Owned media examples embody:
— Your site.

— Social media channels.

— Weblog posts.

Kinds Of Paid Media Channels

Now that we’ve acknowledged the definition of paid media, let’s take a look at the varied sorts of paid media channels and the wants they serve.
Sooner than we dive into the fully completely different paid media channels, it’s moreover needed to note the excellence between advert codecs and advert channels.
Advert codecs are the sort of ads confirmed in a selected channel. An advert format occasion could very properly be:
— Search advert.

— Video advert.

— Present advert.

— Banner advert.
So whereas advert codecs are needed and may depend on the channel, beneath we’ll cope with the channels themselves.
There are completely different forms of paid media channels accessible that are not listed proper right here, paying homage to additional typical methods like spam or billboards. These paid media channels have a additional bodily presence, and proper right here we’ll cope with digital channels.

Paid Search

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

Google is the primary search engine in market share, with its web sites producing spherical 61% of individual searches within the USA.

Microsoft (Bing) is the second most important search engine, producing nearly 27% of individual searches all through its group of internet sites.
A lot much less typically used engines like google that prospects leverage are:
The most common advert format on engines like google is text-based.
Nonetheless, counting on the context of an individual’s search, completely different codecs may be confirmed, paying homage to a Procuring advert.
Procuring advert codecs consist primarily of a product image, determine, price, and description.

Paid Social

Paid social platforms have really reworked over the previous couple of years.
Not solely are there additional social platforms to pick from, nonetheless there are moreover additional strategies for producers to advertise on each platform.
Among the many commonest paid social platforms embody:
— Meta (Fb).

— Instagram.

— LinkedIn.

— TikTok.

— Pinterest.

— Snapchat.

— Twitter.
The most common advert format in social channels is positioned inside an individual’s newsfeed as they scroll. These ads will each include 1 (or additional) static pictures or a video as the first seen.
Furthermore, most paid social platforms present fully completely different placement varieties for sponsored ads. As an example, Instagram and Snapchat can current ads between individual tales.
Some paid social platforms are additional helpful for B2B corporations than for B2C producers.
As an example, LinkedIn selling consists primarily of B2B producers promoting their companies or merchandise to completely different professionals.
Totally different platforms like TikTok and Snapchat may be larger fitted to B2C or ecommerce producers.
Regardless of paid social channel you choose from, merely assure that your goal market is there as correctly.

Programmatic & Present

Present ads are confirmed on various channels and networks. Commercials are displayed on fairly just a few web pages and apps counting on the group.
Whereas programmatic refers again to the strategy of when/the place/the best way to publish ads, present refers again to the exact format of ads confirmed.
One of many essential frequent present channels is the Google Present Group (GDN). This differs from programmatic on account of the GDN is a closed group owned by Google.
The channels programmatic makes use of for its advert buys are comprised of the channels listed proper right here.

Affiliate Promoting

The form of promoting is when a company or mannequin pays associates for each sale they contribute.
One in all many largest channels for web internet affiliate marketing is through bloggers. A blogger will level out one different product or mannequin of their submit after which receives a fee for every sale attributed once more to that weblog submit.
The form of promoting is beneficial on account of it permits your mannequin to broaden and scale its attain by way of completely different in fashion influencers in your space.
Totally different in fashion web internet affiliate marketing channels embody:
— Email correspondence lists.

— Coupon web sites.

— Overview web sites.
The great thing about web internet affiliate marketing is which you’ll be able to select your companions and publishers. It’s essential to on a regular basis choose companions aligned alongside along with your agency’s targets and aims.

Examples Of Paid Media

That’s the place the advert codecs are married to the paid media channels.
Beneath are examples of paid media ads from the favored channels listed above. These examples could assist current context when deciding what forms of paid media to run.

Search Examples

When in search of “prime parental administration apps” in Google, the first two positions are examples of search ads.

top parental control apps

Screenshot from Google look for , Google, December 2022

Whereas conducting the an identical search on Microsoft Bing, the ads look barely fully completely different:

bing search results

Screenshot from Bing look for , January 2023

When in search of a product like “nike sneakers for girls,” the ads beneath are a buying advert format.

screenshot search for top parental control apps Google

Screenshot from Google look for , Google, December 2022

Paid Social Examples

Each social platform’s advert codecs look fully completely different inside their respective newsfeeds.
This is a LinkedIn newsfeed occasion:

Screenshot LinkedIn ad

Screenshot from LinkedIn, December 2022

A Fb advert newsfeed occasion:

facebook ad

Screenshot from Fb, December 2022

Instagram moreover affords ads in its “Tales” placement. An occasion from Marriott is beneath:

Instagram ad

Screenshot from Instagram, December 2022

Present Examples

Present ads might be in all sizes and kinds, relying on the internet website or app. Beneath is an occasion of three fully completely different present ads confirmed on one webpage.

display ads examples

Screenshot from author, December 2022

Affiliate Examples

Typically affiliate ads might be troublesome to determine.
As an example, “Listicle” articles have become a scorching commodity, the place a author is paid by completely different producers to be included in a “Prime” product article.

affiliate marketing example

Screenshot from FamilyOnlineSafety.com, December 2022

Nonetheless, within the occasion you are taking a extra in-depth check out this occasion’s “Selling Disclosure,” you’ll uncover that this author is paid by the producers for distinctive placement:

affiliate marketing disclaimer

Screenshot from FamilyOnlineSafety.com, December 2022


Paid media is a crucial a part of any promoting approach and should ship fast outcomes. Nonetheless, you should not completely depend upon paid media to drive sustainable growth by itself.
The acceptable paid media channels to your mannequin should be determined by your aims and the place your goal market spends their time.
Making a holistic plan comprising paid, earned, and owned media helps your group maximize attain alongside along with your prospects and in the reduction of promoting costs over time.




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