Your Guide To Understanding Paid Media
Paid media refers to any form of marketing where you spend money to reach your audience. This includes search ads, social media ads, display banners, video pre-rolls, and influencer partnerships.
Search Engine Journal contributor Brooke Osmundson has published an article different types of paid media and its examples.
She says, “Paid media is often treated like a checklist item in a marketing plan: launch a few search ads, run a Meta campaign, maybe test YouTube if there’s budget left.
But not all paid media is created equal, and treating every channel the same is a fast way to burn through budget with little to show for it.
Whether you’re working in-house or managing campaigns for clients, understanding the different types of paid media (and what each one is actually good for) can help you prioritize the right tactics, set realistic expectations, and answer the dreaded question: “What are we getting out of this?”
The Difference Between Earned, Owned, And Paid Media
Think of paid, owned, and earned media as different ways to get your message out. You need a mix of all three, but each serves a different purpose.”
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