The Different Types of Paid Media—and How Manufacturers Can Use Them Strategically
(Without the Jargon)
If you’ve ever run a Google Ad or placed a banner in a trade publication, you’ve already dabbled in paid media.
But the landscape has changed. A lot.
Today’s paid media ecosystem gives you the power to do things that, even five years ago, sounded like science fiction. Want to serve ads only to engineers at 50 specific companies in the hydrogen fuel cell space? You can do that. Want to geofence a trade show and follow up with attendees after they leave? You can do that too.
In this article, we’ll walk you through the most common types of paid media—and explain where they show up, how they work, and how manufacturers can use them to connect with the right buyers at the right time.
1. Google Ads (Search & Display)
What it is:
Google Ads come in two main flavors: search and display. Search ads appear when someone types a keyword related to your product or service. Display ads are graphic banners shown across websites in Google’s ad network.
Where it shows up:
Search ads appear at the very top of Google results—above the unpaid listings—with a small “Sponsored” label. They look just like normal search results.
Display ads show up as banners or sidebars on thousands of websites—like industry blogs, weather apps, or CNN—while your customer is reading or browsing.
Why it’s useful:
Great for targeting people who are actively searching for your service. It captures demand in the moment.
2. LinkedIn Ads
What it is:
LinkedIn allows you to promote posts, send sponsored messages, or show sidebar ads—all targeted by job title, industry, company name, geography, and more.
Where it shows up:
Promoted posts show up directly in your buyer’s LinkedIn feed—labeled as “Promoted,” but styled to look like normal content. Sponsored messages go to their LinkedIn inbox and read like a one-to-one message.
Why it’s useful:
You can target specific job titles at specific companies. Want to reach engineers at Siemens or sourcing managers at GE? LinkedIn can do that with pinpoint accuracy.
3. Instagram & TikTok Ads
What they are:
These are mobile-first, visual ads that blend into the scrolling experience on social platforms.
Where they show up:
In the feed or between Stories and Reels. They look like regular posts or videos, but are labeled “Sponsored.” On TikTok, they show up full-screen as someone scrolls.
Why they’re useful:
Ideal for recruiting, culture-building, or showing off manufacturing capabilities in a visual, modern format. These platforms are growing fast in industrial content—especially short-form process videos.
4. YouTube Ads
What it is:
Short video ads you pay to run before or during content your customer is already watching.
Where it shows up:
Pre-roll ads play before a video on YouTube. Others may appear in the middle of longer videos or in the sidebar as “Recommended.” Think of it like a short commercial before an industry webinar, tutorial, or product review.
Why it’s useful:
Highly visual, and great for educational content. Especially effective when paired with search terms your buyers are using.
5. Programmatic Display Ads
What it is:
These are display ads that are automatically bought and served using AI—across a massive network of websites and apps.
Where it shows up:
Your banner ads can appear on any website your buyer is reading—industry blogs, business news, local news sites, or even while they’re checking sports scores. Often, it’s in a banner at the top, a sidebar, or embedded between sections.
Why it’s useful:
Highly scalable, and ideal for building brand awareness among a specific industry or company list. These ads can also be retargeted to people who’ve visited your site before.
6. Connected TV (CTV) Ads
What it is:
Video ads shown during streaming content on platforms like Hulu, Discovery+, Pluto TV, and other “smart TV” environments.
Where it shows up:
These ads look just like traditional commercials, but they play during streaming shows on platforms with ad-supported subscriptions—like Hulu’s ad tier or streaming news channels.
Why it’s useful:
Perfect for brand awareness and talent recruitment. You can target based on geography, audience interests, or even industry demographics. Great for putting your brand in front of decision-makers in non-work settings.
7. Trade Publication Ads (Print, Digital & eNewsletters)
What it is:
Banner ads, sponsored content, or full-page print ads placed in respected trade journals and their digital properties.
Where it shows up:
Banner ads appear on industry news sites (e.g., The Fabricator, SAE, Design News). Sponsored content blends into article feeds. Print ads are placed in monthly issues. eNewsletter ads are inserted into weekly industry email digests your customers subscribe to.
Why it’s useful:
These publications are already trusted by your audience. You’re not just buying attention—you’re borrowing credibility.
8. Geofenced Ads
What it is:
A form of location-based advertising where you “draw” a digital perimeter around a building or event, and serve ads to mobile devices that enter the space.
Where it shows up:
On mobile apps, browser ads, and social platforms while the device is in the geofenced zone—and for days after they leave.
Why it’s useful:
Incredibly effective for trade shows and conferences. Want to target everyone who walks into Hall C at McCormick Place during a hydrogen expo? Done.
9. Other Smart Paid Tactics
- Retargeting Ads: Serve ads to people who’ve already visited your website.
- ABM Platforms (Account-Based Marketing): Run campaigns only to specific companies and roles on your “dream list.”
- Podcast Sponsorships: Sponsor episodes of niche B2B shows your engineers and product leads already listen to.
- Paid Listings on Directories: Think ThomasNet, Engineering360, etc.
Why Paid Media Works—When It’s Used Strategically
This isn’t about dumping money into Google and hoping something sticks.
It’s about choosing the right channel based on your objective, your audience, and your content.
Paid media gives you the ability to:
- Put your message in front of exactly the right buyer
- Control how and where your message appears
- Test new messaging and offers before scaling up
- Build brand awareness beyond your sales team’s reach
And with modern targeting tools, you can run ads that only show to:
- Sourcing managers at specific companies
- Engineers in specific industries
- Job titles in specific ZIP codes
The precision is real—and when paired with a clear strategy, the results can be incredible.
Organic vs. Paid: Not Either/Or—But When and Why
Paid media helps you get found quickly. Organic content helps you build trust over time. The best strategy is usually a mix of both.
Paid gets you traffic today.
Content helps that traffic convert tomorrow—and keeps working long after your campaign ends.
If you’re already spending money on ads, ask yourself:
- What am I trying to accomplish?
- Am I targeting the right buyers—or just buying clicks?
- Could content help me lower my cost per lead over time?
And if you’re not creating content yet, ask:
- What are my customers trying to figure out right now?
- What do I wish more of them understood before they contacted sales?
- What answers could I share that would build trust faster?
Ready to run smarter paid campaigns—and build the content to support them?
👉 View Packages & Pricing
The Right Horse helps manufacturers create clear, strategic paid media campaigns and the content to back them up—so your brand shows up where it matters, and your sales team gets leads that are actually ready to talk.
