Paid media is often treated like a checklist item in a marketing plan: launch a few search ads, run a Meta campaign, maybe test YouTube if there’s budget left.
But not all paid media is created equal, and treating every channel the same is a fast way to burn through budget with little to show for it.
Whether you’re working in-house or managing campaigns for clients, understanding the different types of paid media (and what each one is actually good for) can help you prioritize the right tactics, set realistic expectations, and answer the dreaded…
