Paid media Media you can pay to use. You buy space or time with media like print, Out of Home, RTV or online.
An advantage of paid media is;knowing beforehand how much reach and how many contact moments you can approximately expect to achieve. It is instantly usable and scalable and, above all, you can accurately determine the message and the ad/creative. This means you have reasonable control over your communication with the use of paid media.
Examples of paid media are, among others, advertisements in newspapers or magazines, city light panels or billboards, radio or TV commercials, display advertising, paid search ads and branded content.
The use of paid media can, besides realizing reach and contacts, also lead traffic to owned media channels and sometimes even create earned media.