Paid Media Advertising Options

Paid Media Advertising Options

Digital marketing is transforming at a rapid pace. There are so many paid media advertising options that you could easily waste your budget trying to test multiple channels and ad formats that potentially won’t give your company the return it is looking for.

Here is a brief overview of the paid media options available for any organisation, so you can take a more strategic approach to your digital advertising:

Programmatic Advertising

Programmatic Advertising is buying and selling ad inventory through automated bidding software. Essentially, in the matter of 200 milliseconds, the software runs from a publishers’ website to an ad bidding process where it searches for any relevant advert that would appeal to the current user on that website.

Display Advertising

Display advertising takes place on a closed network. cites Google Ad Networks as one of the largest display advertising networks with around two million sites and reaches 90% of users on the Internet. If your company runs off the Gmail platform, uses Google Drive etc, you can access the Google Display Network (GDN) and track your ad campaigns. Click here for the key differences between programmatic and display advertising.

Google PPC Ads or Search Engine Marketing

Google pay-per-click ads are one of the biggest forms of digital paid media. Your ads appear at the top of the page of any relevant keyword that a user enters in Google search. This approach is great if your website is still working on its organic rankings by optimizing your SEO. It works on a bidding system that you enter when setting up your ad as well as a quality score. Remember, Google PPC ads are text-driven, where the GDN are only display banners.

Social Media Ads

Social Media adverts are exactly that, adverts that appear on the selected social media platforms. These are optimal when your business is using the right social media channel where your target audience can be found. For example, if you have a B2B focus you would use LinkedIn as your primary channel. reports “More than 97% of social media advertisers agree Facebook is the most used and most useful of all social media platforms.”

Here are just a few of the options available on Social Media

  • Traditional adverts across the channels
  • Insta Stories, Facebook Experiences
  • LinkedIn InMails
  • Influencer Marketing
  • Video Ads across YouTube


Retargeting is a form of paid media that uses tracking codes from your website. It recognizes which product pages users were interested in and serves your product-specific or relevant ads across platforms such as Google, Facebook, LinkedIn, YouTube and various others, to the same audience.

This method of paid media is effective in keeping your product top-of-mind for the consumer and a great brand awareness tool. Studies have found, three out of four people notice retargeting ads. And they can increase your conversion rates by 150%.

Native Advertising

Native Advertising “is a type of advertising that matches the form and function of the platform upon which it appears. In many cases, it functions like an advertorial, and manifests as a video, article or editorial.” Wikipedia These examples include In-Feed, Sponsored/Recommended Content, Search & Promoted Listings, Promoted Stories, Social Media channels etc. According to Outbrain, native ads get 53% more attention than display ads.

Premium Partner Networks and Apps

Access to premium publishers means booking and placing your digital ads directly with a publisher. The benefit of adopting this approach is, you can benefit from discounts by working through an agency that has access to multiple premium publishers.

  • Adclick Africa has one of the largest networks of publishers, giving you access to over 250 publishers at reduced rates.
  • The latest Moya App opens new avenues for brands to reach the mass markets without access to data (SEM 4-7). It offers data-free media and advertising and has one of the biggest daily audience platforms in SA, outside of Google/ Facebook duopoly. You can run CPC campaigns very competitively on this platform.

Data-Free Wifi

Adclick Africa also has the ability to run digital campaigns using free wifi network partners in locations like hospitals, universities and colleges, schools, the FNB stadium, casinos, hotels, selected shopping malls, spaza shops and the like. It provides for in-browser advertising, pre-surf advertising, surveys, coupons and giveaway campaigns.

When you look at all the options out there, it may feel as though you are opening a can of worms by trying to understand each option and every ad format type that you can potentially run. It’s easy to see how any larger company can run out of budget with all the paid media advertising options. Contact the experts at Adclick Africa and let us guide you to maximise your ROI on your digital spend.