In parts 1 and 2 of this series, we outlined two forms of media: Owned media is essential for companies to establish their brand. Earned media is cost effective and critical in building a positive reputation. The 3rd type, Paid media may be the most difficult to master.

Paid Media

As Paid media is any type of advertising that a company has to purchased and, therefore, budgeted for. This involves a great deal of financial and strategic planning—the goal being to minimize expenses and maximize exposure.

Many people are predicting the end of paid media. But this speculation may be premature, as no other type of media can guarantee the immediacy and scale that paid media can. As Forrester points out below, paid media is not dead. Rather, it is evolving into a catalyst that is most valuable during key time periods such as holidays or promotional events to drive more engagement. Figure 1.

What are your media success stories?