What does paid media primarily involve?

Paid media primarily involves advertising that is purchased across various platforms. This includes buying ad space on social media, search engines, websites, and other digital or traditional media formats. The objective of paid media is to increase visibility and reach for a brand or product by paying placement fees to have content showcased to a target audience.

This approach is distinct because it allows marketers to directly control how and where their message is presented, enabling them to reach specific demographics more effectively than organic methods. Paid media often complements other forms of marketing, such as owned and earned media, by amplifying their reach and impact.