Paid media’s misunderstood superpower

Text100’s Francisco Skovmand explains how Paid Media is just like Aquaman: Misunderstood, underappreciated and a bit strange when left by itself.

Text100’s Francisco Skovmand explains how Paid Media is just like Aquaman: Misunderstood, underappreciated and a bit strange when left by itself.

Paid media is basically paid ad placements – pay-per-click advertising, branded content, display ads, etc. It’s not the most popular form of media, but it’s an essential part of the team. And just like Aquaman, sometimes called the most useless superhero, when paid media is given a chance to shine, it’ll move oceans and turn the tide for brands.

From comics to conversions

Paid media doesn’t always get the respect it deserves because it’s not always used in the right way. It’s usually a stand-alone strategy, on a single channel, that imposes itself on people’s lives. In order to harness its true power, marketers have to think of this channel not as a lone wolf, but as part of a pack. Rather than blowing your budget by blasting your brand all over the Googleverse, it should be about reaching across the oceans of websites and putting your muscle behind a well-targeted message.

With so many platforms, digital marketing on a single channel is not an effective strategy. You can’t just put all your eggs in Google’s basket or you risk missing millions of views. You have to consider an integrated strategy if you want to get the bang for your buck. Google “Justice League” and you’ll never see Aquaman front and center: He’s part of a group that works together. Just like the Justice League, a digital marketing campaign that will smash your KPIs is a knockout combo of several superpowers: awesome audience insights, mind-blowing strategy and killer content, amplified by paid media.

Now think about that in the context of your brand. Are you missing an Aquaman? Brands that take time to understand their audience are able to increase awareness, amplify content and make a bigger impact; They reach their true fans. This is where paid media can act as the launch pad your campaign needs to expand its reach exponentially.

Jason Momoa

Paid media brings your brand’s story to where your audience is. If these ads fit into your brand narrative, and are relevant to your audience, you’ll be able to make an impact. For consumers, a sponsored ad on Facebook or Instagram could be their first exposure to a brand. This might be the small nudge that people need to enter your brand’s Hall of Owned and Earned Media, but you need to build a strong team of channels… a Media League.

Don’t just take our word for it. Today, 97% of marketers using multichannel marketing saw an increase in revenue sales and have increased positive feedback; Customers are happier when they have better access to brands. Also, 72% of consumers prefer connecting with brands on channels of their choice.

That said, results from paid media are much easier to track than on earned and organic outreach. Platforms such as LinkedIn and Facebook have data collection and analysis capabilities that give brands insights into their client’s worlds, and enable them to act on that information. Understanding keyword research, amplifying content, or remarketing. Combining all these tactics results in a high-performing paid media campaign. Paired with compelling content, ads that are targeted, relevant and distinctive will elevate your campaign to superhero status.

If you’d like to learn more about paid media’s awesome superpowers (or if you want to geek out over Aquaman and the Justice League), don’t hesitate to drop us a line.

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