What is paid media?

Paid media refers to all communication measures for whose placement a fee is paid – such as online ads, social ads, search engine advertising or sponsored content. The aim is to generate targeted visibility, increase reach and achieve conversions. Paid media is part of the PESO model (Paid, Earned, Shared, Owned) and is often used in combination with organic and owned channels. Efficiency can be tracked and managed precisely, for example via CPC or impressions.