Christian Leborg
Pay the piper

Paid media

In the past, advertising was paid media only. Recently, several new models have emerged.

What kind of media can you buy? Paid placements promote anything a marketer wants to draw attention to. Paid media feeds the owned media and creates earned media. Paid media can be a powerful catalyst for consumer participation when distributed in earned and owned channels as sponsored and promoted content.

Why has advertising changed? Advertisers seek deeper engagement that goes beyond the paid ad units on websites, while publishers seek better ways to make money from their publications. In addition to banner ads, a plethora of ad formats that are specific to the publication, platform or app has emerged, in addition to advertorials or sponsored content marketing possibilities.

How can businesses manage their marketing in today's market environment? Now that inbound marketing is the norm, if you want to grow fast you need to promote your content either through the media owner or through content discovery networks. There is a growing market of paid content distribution channels that allow marketers to get their content in front of very large audiences and at the same time helps traditional media outlets to grow revenue.

“Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford

How has paid marketing evolved? For decades, paid advertising has been about a 'sender' (the marketer) sending a message through a 'medium' (owned media) to an audience that consumes the media content. Now paid media can be sponsored content, a newsfeed with sponsored posts on social media, paid search results and sponsored newsletters.

Who produces advertising? Since paid media and advertising may appear in so many shapes, on a plethora of channels, it’s difficult to pinpoint who produces, modifies or distributes it. Journalists may write sponsored articles, newsletter list owners may promote a partner product, in-house social media managers may produce posts and bloggers may review a product for money.

Where does paid advertising work? The digital, inbound, content-marketing arena is so young and is evolving so rapidly that there are no specific processes to benchmark. As a marketer, a combination of free content, distribution of other’s content and paid messages seems to be working.

First we paid for content and advertising and then we didn’t. What about a compromise?

Have you any experience of the new paid content models?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.