What Is Paid Media? Definition, Types, Process with Examples

Paid media is defined as the purchase of ad inventory on a media channel or publisher site to broadcast your brand message and reach your target audiences. It is a form of digital advertising that includes sponsored content to promote a brand’s products or services. In this article, we cover what paid media is, the types of paid media models, channels, and creatives, and the process of gaining paid media, with examples.

Table of Contents What Is Paid Media?

Paid, Owned, and Earned Media: Comparison

Paid media is that part of marketing and advertising that requires the purchase of ad space to promote a brand to larger audiences. Brands pay for content promotion to spread their message to audiences, at scale. Paid media is part of a brand’s strategy to increase traffic, sales, and conversions through clicks, and ultimately increase revenue.

An essential component of a digital strategy for brand awareness and revenue growth is media. Media acts as the channel and real estate that carries the brand message and promotes the brand or the brand message. There are three types of media – paid, earned, and owned media.

HubSpot compiled some insightful marketing statistics; let’s understand where paid media comes in: 63% of companies agree their top marketing challenge is generating traffic and leads

There was a 220% increase in year-on-year ad spend on Instagram Stories

95% of all paid search ad clicks on mobile come through Google

Banners, native ads, and social media ads are the top display ad types

Sponsored content through paid media helps brands promote ideas, products, and services to their target audiences. Through paid advertising, marketers can also reach users that are actively looking for similar services. Paid media includes pay-per-click ads, pop-up ads, display ads, video ads, social media ads, retargeting, and more.

Example : Google pay-per-click ads let you promote your content on the search engine, which acts as a suggestion to users looking for similar products or services, and more users come across your brand and its offerings.

Let’s find out all about what paid media is, the types of paid media, and its process to inspire your digital marketing strategy. Paid, Owned, and Earned Media: A Comparison

Paid, owned, and earned media are the three ways to be seen and found in the clutter of brands present online today. Together, the three kinds of media act as the deathly hallows to give you the whole package of online coverage. Let’s understand paid, owned, and earned media and their differences. Paid Media: It is all about paid promotions on other sites to display your marketing message and influence audiences you could never reach before. This can be done on social media, websites, blogs, publications, etc. Owned Media : As the name suggests, it is the placement of your brand on media channels that are owned and operated by your business. This includes your websites, blogs, emails, and all other assets and owned resources. Earned Media : Also known […]

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