Paid Media in 2023

Any form of advertising that a company pays for is Paid Media. This can be pay-per-click (PPC) ads, social media ads, display ads, and sponsored content. An important element to get right for businesses looking to reach their target audience in a crowded digital space.

Social media is a key platform for paid media, but businesses need to stay up-to-date with the latest social media advertising trends and best practices to effectively reach their target audience.

The digital sphere moves incredibly quickly, video content has been growing in popularity, as well as the use of mobile devices continues to increase, businesses will need to look to create short-form videos that can capture the attention of their target audience quickly.

AI and machine learning are also now being used in paid media to improve targeting and ad delivery. In 2023, these technologies are likely to become even more prevalent as businesses look to optimise their ad campaigns and maximise ROI.

Privacy Vs Personlisation. Personalization is a key aspect of digital marketing as we look for ways to create ads that resonate with the right audience and drive conversions. However privacy is now a major concern, sparking a battle to get the right balance, and something which will continue through 2023. Advertisers will need to find ways to balance the need for personalised ads with the need to protect consumers’ privacy.