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• Modern businesses use paid media for generating leads and increasing
revenue. Branding is another reason.

• Various types of paid media are used today. For example, you can pay for
Facebook ads and increase the number of people visiting your pages/sites
etc. Similarly, you can have Instagram ads and promote tweets on twitter etc.
• Helps in both B2B and B2C consultancy.
• A number of paid media marketing service agencies have started for providing
the assistance in strategies that can be used.
• Paid media is said to be a flexible option as tailor-made requirements are
fulfilled according to the budget of the user.

Tools used
• Making use of search engines like Google Adwords
• Search Engine optimization and Pay-per-click campaigns are another
methods.
• Using social media is the new trend. Facebook ads, Instagram ads, Linkedin,
sponsored ads, promoted tweets, Youtube etc. are actively used as a form of
paid media.
• Content discovery tools are used. For example Swayy, Reddit, Outbrain etc.
These tools help people discover content that is relevant to them.
• For Print and broadcast media, the business houses can buy space for
advertisements.

Problems

• Often the users of paid media do not understand how much advertisement is
enough advertisement. If the display ads, for example, are too frequent then
there are chances of them being ignored because that can irritate the
customers.
• Consumers sometimes also use Adblockers.
• The competition has increased because of increasing use of paid media. The
number of advertisers is increasing rapidly.

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