The term ‘paid media’ is commonly used in the marketing industry.
Some use the term paid media interchangeably with PPC advertising, but oftentimes it relates to a broader advertising scope.
What Is Paid Media?
Paid media is any marketing effort that contains a paid placement.
While paid media is often used interchangeably with the term cost-per-click (CPC), it’s important to note the differentiation.
Paid media is used broadly to describe a channel, tactic, or strategy within the digital landscape. It does not specify certain channels or even necessarily 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 vital pieces of a successful brand strategy.
It’s important not to confuse the three types of media, as each serves its own purpose. Let’s take a look at the key differences.
- Earned media: Any type of brand exposure gained from methods other than paid advertising.
- Owned media: Any type of content your brand creates and controls.
Some examples of earned media include:
- Social sharing from customers.
- Customer reviews.
- External media coverage (public relations).
Owned media examples include:
- Your website.
- Social media channels.
- Blog posts.
Types Of Paid Media Channels
It’s also important to note the difference between ad formats and ad channels.
Ad formats are the type of ads shown in a particular channel. An ad format example could be:
- Search ad.
- Video ad.
- Display ad.
- Banner ad.
So while ad formats are important and will depend on the channel, below we will focus on the channels themselves.
There are other types of paid media channels available that are not listed here, such as more traditional methods like direct mail or billboards. These paid media channels have a more physical presence, and here we will focus on digital channels.
Paid Social
Paid social platforms have truly transformed over the past few years.
Not only are there more social platforms to choose from, but there are also more ways for brands to advertise on each platform.
Some of the most common paid social platforms include:
- Meta (Facebook).
- Instagram.
- LinkedIn.
- TikTok.
- Pinterest.
- Snapchat.
- Twitter.