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What Is Paid Media: Types & Examples

Do you know what paid media is (paid media คือ, which is the term in Thai)? ‘Paid media’ is a prevalent word used by marketers. While pay-per-click (PPC) advertising is one standard definition of “paid media,” the phrase is more commonly used to refer to a broader range of advertising strategies.

This tutorial will educate you on the ins and outs of paid media, explain the distinctions between various forms of media, and provide concrete examples.

What Is Paid Media?

Any form of advertising taking a financial stake is considered paid media. It’s vital to distinguish between paid media and cost-per-click (CPC), two terms commonly used interchangeably but with distinct meanings.

The term “paid media” is often used interchangeably with “channel,” “tactic,” and “strategy” about the digital sphere. It does not differentiate between search, social, and other forms of brand awareness advertising or even specific channels.

Categories Of Paid Media

· Paid Search

Google and Bing are the most popular channels for paid search. Market share-wise, Google dominates; its sites account for over 61% of all searches conducted in the US.

Microsoft (Bing) is the second most popular search engine, responsible for roughly 27% of all searches conducted across all of Microsoft’s properties.

However, alternative formats, such as a Shopping ad, may be shown based on the nature of the user’s search.

Images, titles, prices, and brief descriptions of products are the mainstays of most shopping ads.

· Paid Social

Over the past few years, spent social media platforms have radically transformed.

In addition to the proliferation of social media platforms, advertisers also have more options within each one.

The most prevalent type of social media advertising is a sponsored story in the user’s newsfeed. These advertisements will feature single or multiple static graphics or a short video.

Furthermore, most premium social media sites include a variety of options for advertising placement. Ads can be displayed between Snapchat and Instagram stories.

Businesses selling to other companies may benefit more from some sponsored social platforms than consumer-facing brands. If you spend money on social media, at least go where your customers are.

Programmatic & Display

Commercials in the form of displays can be seen on many different platforms. Network factors determine which websites and apps show advertisements.

In contrast to “programmatic,” which describes the method used to decide when and where to publish adverts, “display” describes the visual appearance of such ads.

Google’s Display Network (GDN) is a popular option for advertisers. Since Google controls all of the nodes in the GDN, it operates differently than a programmed system.


We see examples of paid media everywhere: on social networks, websites, CTVs, DOOH displays, and so on. It’s impossible to deny the influence and competition of sponsored media campaigns, which are rapidly becoming the dominant form of advertising.

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