Paid media

Paid media refers to media exposure that an advertiser pays for in order to reach a specific audience. It includes advertising inventory purchased through traditional media, digital platforms or programmatic advertising, allowing advertisers to control when, where and to whom their message is delivered.

One of the main advantages of paid media is its scalability and predictability. Advertisers can estimate campaign reach and frequency in advance, while continuously monitoring and optimising performance during a campaign. Paid media also gives advertisers a high degree of control over targeting, budgets, timing, creatives and messaging.

Examples of paid media include advertisements in newspapers and magazines, out-of-home (OOH) advertising, radio and television commercials, display advertising, paid search, paid social media, online video, connected TV (CTV), retail media, sponsored content and influencer marketing where compensation is provided.

Paid media can also drive traffic to owned media channels and, when campaigns are relevant and engaging, contribute to earned media through shares, recommendations and other forms of organic exposure.