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Also known as: paid advertising, paid channels

Paid Media

FoundationalMarketing

Definition

Paid Media: Paid media refers to marketing exposure obtained through paid placement, including search ads, social ads, display advertising, sponsorships, and paid influencer partnerships. It provides immediate, controllable reach but requires ongoing investment. Paid media is typically used to accelerate growth, reach new audiences, and complement owned and earned efforts.

Example Usage

“We use paid media for 40% of acquisition, focusing on retargeting and bottom-funnel keywords with proven ROI.”

Common Misconceptions

Paid media is a waste of money. When unit economics work, paid media efficiently scales acquisition.
You can only do paid OR organic. The best strategies combine paid, owned, and earned media.
Paid media is plug-and-play. Effective paid requires creative testing, audience iteration, and ongoing optimization.

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