Paid media
is one type of
triple media
, and
refers to
media that companies operate using the space they obtain by paying advertising costs
. “Paid” comes from the English word meaning “to pay.”
By using paid media,
you can reach a wide range of people with your message and generate interest
. Examples of paid media include listing ads and banner ads that are displayed when users search on search engines, as well as mass media such as television, newspapers, radio, and magazines.
Features of paid media
Paid media is characterized by its ability to reach an unspecified number of consumers. Both
owned media
and
earned media
are based on the consumer’s own actions. In other words, some kind of action on the user’s part is required, such as users searching the web themselves and coming into contact with owned media, or sharing with other users. On the other hand, with paid media, it is possible to disseminate information all at once, regardless of user behavior, even to groups that do not approach you. For example, placing advertisements in four mass media (TV, radio, newspapers, and magazines) costs a lot of money, but it can increase awareness of your company’s products and services among many consumers.
Before the triple media concept emerged, the means by which companies appealed to consumers were mainly limited to
mass media
(=paid media). However, with the advent of owned media, represented by websites, and earned media, represented by SNS, changes were required in the means of transmitting messages. When communicating messages in the age of triple media, it is important to understand the differences between each medium and use them appropriately based on current resources.
Reference article
