Paid media refers to platforms that provide brand exposure...for a price. Paid media is often contrasted with "earned" media like PR which is free (but often used paid tactics like "advertorial" or quid-pro-quo deals), and "owned" media such as a video content series or company blog. Criterion Global's work in paid media aims to achieve an "equilibrium between price and value"TM, such that the value of exposure (and customer acquisition or revenue) exceeds the investment.

Why do I need a paid media strategy?

Because organic brand growth is limited to the size of your existing audience. Paid media strategy is essential to accelerate the rate of customer acquisition, ensure consistency in growth, win-back past customers who may have lapsed, and control the message on your brand. For more on the role of paid media strategy in brand growth, see our services on building brand awareness through paid media.

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What are "Paid Media Services"?

Q: What are Paid Media Services?

Paid Media Services are those which work to strategically leverage paid media in service of a brand's larger goals. Paid media services are more necessary than ever, even in an era of programmatic AI optimization, to achieve profitable control over the exposure paid media affords.

Ever noticed how some brands manage to catch your eye at just the right moment, whether you’re scrolling Instagram or searching for a quick fix on Google? That’s no coincidence—it’s the power of paid media services at work. But there’s more to it than just well-placed ads. Keep reading to uncover how brands are turning clicks into cash with a strategy that’s more than just spending big bucks on ads…

Paid media services encompass all forms of advertising or marketing that a company pays for, such as online ads, television commercials, print ads, and billboards. Paid media is an essential component of many marketing strategies, as it allows businesses to reach a large audience and promote their products or services in a targeted and measurable way.

Paid Media services can include a range of activities such as display ads, paid search results, social media ads, and any form of digital advertising where payment is made to external platforms for space or exposure. Additionally, programmatic advertising automates the buying of ad space to ensure that ads are shown to the right audience at the right time, further optimizing marketing efforts.

Why Advertisers get Excited about Paid Media Services

In recent years, digital paid media services have become increasingly popular, as more and more people spend time online and on their mobile devices. Advertisers and CMOs are shifting their budgets away from traditional media such as print and television and investing more in digital channels such as social media, search engine marketing , and programmatic advertising. Below are some of the top reasons why Advertisers and CMO’s get excited about paid media.

Targeting and Personalization: Advertisers can use data to create highly customized ads that are tailored to the interests and behavior of individual consumers.
Easy Retargeting: Allows brands to reach people who have previously shown interest in their products or services.
Messaging Control: Advertisers and chief marketing officers (CMOs) can use a variety of targeting options to ensure that their ads are seen by the right people at the right time, based on factors such as location, demographics, interests, and behavior. This level of targeting can help businesses optimize their advertising spend and maximize the return on investment (ROI) for their campaigns.

The Power of Effective Paid Media Services

These case studies by Criterion Global demonstrate the power of paid media services and how they can be customized to meet specific goals, whether it’s increasing brand awareness, driving online conversions, or expanding market share:

Paid Media for Virgin Voyages + PortMiami

When Virgin Voyages set sail as a new entrant in the cruise industry, they faced the daunting task of making a splash in a market dominated by global giants. They sought out Criterion Global’s praised expertise in paid media services to transform this challenge into an opportunity. Leveraging deep insights in travel marketing and media buying, the agency helped Virgin Voyages maximize visibility and drive brand recognition, ultimately securing a high-profile position at PortMiami.

As paid media consultants, Criterion Global identified that Virgin Voyages’ ships, each a massive operational asset, could serve as valuable media platforms. By positioning these ships and the newly constructed Terminal V at PortMiami in key, highly visible locations, they unlocked significant media value. PortMiami, the world’s leading cruise passenger port, was the perfect stage for Virgin Voyages’ debut. Criterion Global recognized that the visibility of Virgin’s ships could rival that of prime OOH media placements. Our data-driven insights informed Virgin Voyages’ negotiations, leading to a $150 million deal to construct Terminal V. This strategic positioning not only placed Virgin Voyages in full view of Miami’s bustling skyline but also ensured 24/7 brand visibility to millions of tourists and commuters each year.

Terminal V, with its illuminated company logo, now stands as a beacon of the brand’s presence, visible to the 30 million cars that cross the MacArthur Causeway annually. Virgin Voyages’ successful entry into the heavily consolidated cruise industry is a testament to the power of strategic paid media services. By creatively utilizing their operational assets and securing prime visibility at PortMiami, Criterion Global helped Virgin Voyages establish itself as a disruptor brand. Read more about Criterion Global’s work with Virgin Voyages in our case study.

When Barbie® Needs a Paid Media Specialist…

Behind the massive success of Barbie®’s $1.44 billion blockbuster lies a carefully crafted paid media strategy, paved by Criterion Global. When the Barbie® Movie trailer debuted in 2023, its $150 million marketing budget raised eyebrows. However, Criterion Global understood the value of this investment, leading to an astounding 488x ROI based on the film’s record-breaking box office revenues.

The path to Barbie®’s triumph was paved long before the movie’s release. By 2010, Mattel faced declining stock prices, trading 37% below its 90s peak. Barbie® needed a resurgence, and Criterion Global stepped in with a strategic framework targeting key audiences: investors, licensors, parents, and young girls through a combination of paid media services, including out-of-home (OOH) media planning, to rebuild Barbie®’s brand equity and position it as a cultural powerhouse. A pivotal moment in Barbie®’s brand revival was the “I Can Be…™” campaign, which celebrated Barbie®’s legacy of over 250 professional careers. Criterion Global’s paid media strategy allowed Barbie to dominate OOH media spaces, particularly in New York City, where Barbie® became an unavoidable presence and the agency successfully set the stage for the Barbie® Movie’s cultural impact.

The result? A historic achievement, with the film earning $162 million in its first week, becoming the highest-grossing movie of 2023, and driving nearly 30 million people to theaters. This success underscores the power of a well-executed paid media strategy in driving not just box office numbers but also long-term brand equity. By investing in the right media channels and leveraging strategic planning, brands can achieve remarkable visibility, engagement, and long-term profitability.

Read more about Criterion Global’s work with Barbie® to see how paid media was instrumental in transforming Barbie® from a fading icon into a global cultural phenomenon.