Paid Media refers to any form of advertising or promotion where a company or individual pays to have their message or content displayed to a target audience. This includes various channels such as television commercials, radio ads, online display ads, search engine marketing (SEM), and social media promotions.
Paid media is used to drive traffic, increase brand awareness, and generate leads or sales by leveraging the reach and targeting capabilities of different platforms. Unlike earned media (which comes from PR efforts or organic mentions) or owned media (such as a company’s website or social media profiles), paid media involves a financial investment to achieve visibility and engagement.