The 2018

inbound
marketer’s
GUIDE TO

Paid Media
The 2018 Inbound Marketer’s Guide to Paid Media

Contents
Paid Distribution the Inbound Way......................................................................................... 1

SOCIAL DISTRIBUTION CHANNELS

Twitter..................................................................................................................................... 3

Facebook................................................................................................................................. 5

LinkedIn................................................................................................................................... 8

Instagram.............................................................................................................................. 10

YouTube................................................................................................................................. 12

DISTRIBUTION PLATFORMS AND NATIVE ADVERTISING

Outbrain................................................................................................................................ 16

Taboola.................................................................................................................................. 18

Nativo.................................................................................................................................... 20

PAY-PER-CLICK

Google AdWords................................................................................................................... 23
The 2018 Inbound Marketer’s Guide to Paid Media

Content floods every distribution channel in such high volumes, it literally exceeds
our human capacity to consume it all. As a result, brands find it nearly impossible
to organically connect with the right people, and people are overwhelmed and
frustrated by the arduous journey they face to find the right information.

Paid content distribution is a bridge above the swelling sea of

content that connects brands with target audiences to help the
right information find the right people. But for paid content
distribution to work, it must follow inbound philosophy.

By definition, paid content distribution is the practice of paying

to have your content placed in front of as many people as
possible. But successful content marketers know, the No.1
priority isn’t reach (albeit that’s important). It’s creating highly
engaging, personalized content that delivers value to its
intended audience.

Paid Distribution the inbound way

Before launching a paid content distribution campaign, dig deep into persona research to clearly define
exactly whom you will be targeting. As you’ll see, these powerful distribution channels offer immense
filtering capabilities to zero in on specific groups and individuals. Once campaigns launch, track and
measure results to gain new insights on your target audience and which campaigns resonate best with
them. Feed this information back into your content marketing strategy to refine content, better connect
with audiences and maximize the efficacy of each campaign.

1
Social
DISTRIBUTION
CHANNELS
The 2018 Inbound Marketer’s Guide to Paid Media

Twitter
Ideal for B2C or anyone targeting individuals in the media industry
(marketing, media, entertainment), Twitter helps marketers generate
more traffic to posts, grow email subscriber lists, and drive leads to
downloadable collateral on their website.

CAMPAIGN TYPES
AWARENESS WEBSITE CLICKS OR CONVERSIONS
You want as many people as possible to see You want people to visit and take action on
your tweet. your website.
• What you pay for: number of • What you pay for: number of website link clicks
impressions (CPM)
TWEET ENGAGEMENTS
FOLLOWERS You want to maximize engagement and get more
You want to build an engaged audience to amplify people talking about your business.
your message. • What you pay for: only the initial engagement
• What you pay for: followers you gain

PROMOTED VIDEO VIEWS

You want more people to see your videos or GIFs.
• What you pay for: number of promoted
video views

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS TRACKING AND MEASURING

Target by language, gender, interests, followers, TWEET ACTIVITY DASHBOARD
devices, behaviors, tailored audiences, keywords • Impressions, organic vs. promoted activity,
and geography. engagement metrics
• Target users whose interests broadly align with
your business ACCOUNT HOME
• Target the followers of relevant accounts to • Tweet performance, follower growth,
reach people who are likely to be interested in profile visits
your content
• Reach high-intent audiences based on shopping CONVERSION TRACKING
and spending patterns FOR WEBSITES
• Tailored Audiences use your own CRM lists to • Add website tags to your site’s pages that track
reach specific groups of users on Twitter a customer’s journey from Twitter and through
• Deliver timely messages to users based on your site
what they’ve recently Tweeted or engaged with
BRAND HUB
• Track your share of conversation across all
BUDGETING AND BIDDING advertising channels (only available to select
large brand advertisers and medium-sized
Twitter Ads are priced using an auction model. businesses)
Advertisers have three options to choose from
when determining how to set bids for their AUDIENCE INSIGHTS DASHBOARD
campaigns: • Demographics of your followers
• “Automatic bidding” auto-optimizes bids for
a given campaign objective and budget on the
advertiser’s behalf. Twitter will attempt to enter
the advertiser in auctions with the lowest bid
possible, while also delivering on the
advertiser’s overall campaign objectives.
• “Maximum bidding” allows advertisers to
manually select how much a click or
engagement is worth to their business.
• “Target bidding” allows you to average out
a specific price per engagement. Twitter will
optimize your bids to achieve this average
cost target.

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The 2018 Inbound Marketer’s Guide to Paid Media

Facebook
Ideal for B2C, B2B and targeting hyper-local consumers. The best
balance between targeting capability and spend. Facebook is the most
powerful social media driver of referral traffic to a publisher’s website
(three times more effective than all other social media combined2)
and the driver of a quarter of all Web traffic. Also powerful source of
top-funnel lead generation.

CAMPAIGN TYPES
SPONSORED POSTS
Appear directly in news feed of targeted
audiences. Increase engagement/awareness;
promote a specific launch or event among
followers and their friends.

FACEBOOK ADS
Appear directly in news feed on desktop or mobile
OR in the right-hand column of any page on
Facebook. Ideal for generating page “likes” across
a broad audience.

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The 2018 Inbound Marketer’s Guide to Paid Media

AD FORMATS
VIDEO CAROUSEL
• Video ratio: 9:16 to 16:9 • Number of cards: 2-10
• Video File Size: 4GB Max • Video maximum file size: 4GB
• Video Length: up to 240 Minutes • Video length: up to 240 minutes
• Video Captions: Optional but recommended • Image maximum file size: 30MB
• Video Sound: Optional but recommended • Recommended ratio: 1:1
• Text: 125 characters • Text: 125 characters
• Headline: 25 characters • Headline: 40 characters
• Link Description: 30 characters • Link Description: 20 characters

IMAGE SLIDESHOW
• File type: jpg or png • Video ratio: 9:16 to 16:9
• Image ratio: 9:16 to 16:9 • Video File Size: 4GB Max
• Images that consist of more than 20% text may • Video Length: up to 240 Minutes
experience reduced delivery. • Text: 125 characters
• Text: 125 characters • Vertical videos (with aspect ratio taller than
• Images cropped to 1.91:1 2:3) with or without a Call to Action link may be
• Headline: 25 characters masked to 2:3
• Link Description: 30 characters
Lead Generation: an image, video or carousel ad
COLLECTION Offers: an image, video or carousel ad
• Minimum Image Width in Pixels : 400 Post Engagement: boost an already existing
• Minimum Image Height in Pixels : 150 page post
• Aspect Ratio Tolerance : 3% Event Responses: image or video ad
Page Likes: image or video ad
CANVAS
• Minimum Image Width in Pixels : 400
• Minimum Image Height in Pixels : 150
• Aspect Ratio Tolerance : 3%

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS BUDGETING AND BIDDING

Target people who like your page, their friends Estimated Average CPC: $0.503
or people you choose through filtering. NOTE: NOTE: Budget size will determine audience reach.
Targeting details cannot be adjusted mid-
campaign, so target wisely. RUN AD CONTINUOUSLY
• Fixed lifetime budget (spending
CORE AUDIENCES automatically paced)
Select your audience manually based on
characteristics, like demographics, location, RUN AD FOR A SPECIFIC
interests and behaviors. LENGTH OF TIME
• Daily budget (spending automatically paced)

CUSTOM AUDIENCES
(people you’ve already connected with,
such as website visitors)
TRACKING AND MEASURING
• Customer contacts
Click “See Results” at the bottom of a post or visit
• Website traffic
Facebook’s Ads Dashboard, Page Insights OR use
• Mobile traffic
Google Analytics.

LOOK-ALIKE AUDIENCES
(people you haven’t already connected with)
FACEBOOK ADS DASHBOARD
• Ad overview
• People who will likely be interested in
your business • Ad impressions
• Based on similarities they share with your • Ad engagements
current contact list • Ad editing (including copy and images)
• Filter results by people or location to collect key
demographic information

PAGE INSIGHTS
• Page likes, impressions and interactions

GOOGLE ANALYTICS
• Create/embed a custom campaign link to
distinguish organic from paid website traffic
• Create/embed a conversion pixel to track
conversions while targeting

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The 2018 Inbound Marketer’s Guide to Paid Media

LinkedIn
Ideal for B2B and targeting specific individuals and audiences in the
professional and executive business realm, LinkedIn offers the most
filtering options, enabling marketers to reach high-value audiences
and individuals (“the right click” instead of “many clicks”).

CAMPAIGN TYPES
SPONSORED CONTENT
Paying to boost a piece of published content.
• Choose a specific post or create a post (click
“Create Direct Sponsored Content”)

SPONSORED INMAIL
Sending highly targeted messages directly to
LinkedIn member inboxes (available with a
larger budget spend).

TEXT ADS
Ads with text and thumbnail.

DYNAMIC ADS
• Personalize with profile data
• Double the click-through rate of traditional
display ads

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS BUDGETING AND BIDDING

MATCHED AUDIENCES WAYS TO CONTROL SPEND
• Website targeting: re-engage website visitors • Total budget
• Contact targeting: upload your email lists • Daily budget
• Account targeting: account-based marketing • Setting bids

TARGETING OPTIONS AD PRICING

• Company • CPC
- Company name • CPM
- Company size • CPS (Cost Per Send for Sponsored InMail)
- Industry
- Followers
- Connections
• Experience TRACKING AND MEASURING
- Job title
Manage or adjust campaigns once they are live.
- Job function
- Job seniority Results appear directly below sponsored post on
- Years of experience your page OR via LinkedIn Ads Dashboard.
• Education • Embed LinkedIn pixel on website to measure
- Schools Display Ad impact
- Degrees • View a list of each campaign broken down by:
- Fields of study - Clicks
• Interests & Identity - Impressions
- Skills - Social actions
- Groups - Cost per click (CPC)
- Age - Click-through rate (CTR)
- Gender
- Location

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The 2018 Inbound Marketer’s Guide to Paid Media

Instagram
Ideal for B2C and brands targeting the millennial generation,
Instagram is a newer paid distribution channel focused on sharing
imagery to increase website traffic, create mass awareness, promote
mobile app installs, and drive specific CTAs. Because the channel is
owned by Facebook, content distribution setup is identical.

CAMPAIGN TYPES TRACKING AND MEASURING

Purchase/manage ads on Facebook’s Ad Manager, Create an ad and attach a CTA. Some ads may be
Power Editor or Marketing API (must connect approved by Facebook and rejected by Instagram
Facebook page to Facebook Business Manager). based on:
• Image quality
PHOTO ADS • Poor copy (grammar, etc.)
• Ads with visual imagery • Relevance
• Hashtags
VIDEO ADS • Reader activity (on Facebook and Instagram)
• Ads with 30-second video spots
Note: Letterboxing is allowed but may impact
CAROUSEL ADS how Instagram grades your ad. Use full ad format
• Ads with multiple images (viewers when possible.
swipe through)

CTA Buttons Include: Install Now, Use App, Book

STORIES ADS Now, Download, Learn More, Listen Now, Play
• Full screen ad that appears in stories
Game, Shop Now, Sign Up, Watch More

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS TRACKING AND MEASURING

Same as Facebook. Similar to Facebook.

DEMOGRAPHIC TARGETING FACEBOOK ADS DASHBOARD

Location, age and gender filters are mandatory • Ad overview
fields in Instagram. • Ad impressions
• Age • Ad engagements
• Location • Ad editing (including copy and images)
• Gender
• Filter results by people or location to collect key
• Interests demographic information

CUSTOM AUDIENCES GOOGLE ANALYTICS

(people you’ve already connected with)
• Create/embed a custom campaign link to
• Customer contacts distinguish organic from paid website traffic
• Website traffic
• Create/embed a conversion pixel to track
• Mobile traffic
conversions while targeting

LOOK-ALIKE AUDIENCES
(people you haven’t already connected with)
• People who will likely be interested in
your business
• Based on similarities they share with your
current contact list

BUDGETING AND BIDDING

Estimated Average CPC: $0.42
Estimated Average CPM: $6.295
NOTE: Budget size will determine audience reach.

RUN AD CONTINUOUSLY
• Fixed lifetime budget (spending automatically
paced over lifetime of ad set)

RUN AD FOR A SPECIFIC

LENGTH OF TIME
• Daily budget (spending automatically paced)

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The 2018 Inbound Marketer’s Guide to Paid Media

YouTube
Equally effective for B2B and B2C in targeting audiences based on
specific topics, YouTube is the second largest search engine after
Google6, is heavily supported by Google (resulting in high SEO ranking)
and reaches more adults than any cable network.

CAMPAIGN TYPES FORMATTING

DISPLAY ADS Use TrueView to set up video ads. Videos must be
• to the right of the feature video and above the hosted on YouTube and made public.
video suggestions list Max recommended video length: 5 minutes.

OVERLAY ADS FORMATS

• overlay ads that appear on the lower 20% • .MOV
portion of your video • .MPEG4 (.MP4)
• .AVI
SKIPPABLE VIDEO ADS • .MWV
• .MPEG-PS
• allow viewers to skip ads after 5 seconds
• .FLV
• .3GPP
NON-SKIPPABLE VIDEO ADS • .WebM
• may be up to 30 seconds long
ASPECT RATIO
BUMPER ADS • 4:3
• Non-skippable video ads of up to 6 seconds • 16:9
that must be watched before your video can
be viewed

SPONSORED CARDS
• display content that may be relevant to your
video, such as products featured in the video

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS
DEMOGRAPHICS CUSTOM AFFINITY AUDIENCES
Best when used with keywords and topic context • Create audiences that are more tailored to
• Age your brands
• Location
• Gender LIFE EVENTS
• Device • Moving, graduating from college, getting
• Parental status married, etc.
• Household income
IN-MARKET AUDIENCES
INTEREST CATEGORY • Customers who are researching products and
Best when used with keywords and topic context actively considering buying
• Specific user interests
REMARKETING
TOPIC • Based on past interactions with your videos
• Subject of the YouTube video content (animals,
sports, music)

EXCLUSION
Enables you to avoid things you don’t want to be
associated with, like:
• Categories
• Keywords
• Content

CONTEXTUAL KEYWORD
• Target specific keywords (relevant to ad)
• Only pay when watched

MANAGED PLACEMENT
• Specific YouTube pages (relevant to ad)

AFFINITY AUDIENCES
• People who already have a strong interest in
relevant topics

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The 2018 Inbound Marketer’s Guide to Paid Media

BUDGETING AND BIDDING TRACKING AND MEASURING

Estimated Average CPC: $0.04 Track and measure in AdWords
Estimated Average CPM: $2.00 • CTR, click type, device used
• Impressions
• Searches that lead to your ad
CREATE FREE ACCOUNT OR
SIGN IN TO ADWORDS • Auction insights
• Choose a daily budget (how much you’re willing • Time of day
to spend per campaign, per day) • Paid vs. organic traffic
• Beginners: Choose between $5 and $50 • And more …
per day

SELECT A BIDDING STRATEGY

• Cost per click (CPC): to drive visitors to
your website
• Cost per impression (CPM): to get ads seen by
as many people as possible
• Cost per acquisition (CPA): to max out
conversions on your website

BID ADJUSTMENTS
• Bid more or less competitively based on
ad performance

FLEXIBLE BID
• Set bids to automatically optimize based on
performance goals

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DISTRIBUTION
PLATFORMS
and NATIVE
ADVERTISING
The 2018 Inbound Marketer’s Guide to Paid Media

Outbrain
The largest, most trusted content discovery platform. Outbrain
works with publishing partners (Time, CNN, ESPN and Mashable)
and recommends links to your content next to or below articles that
appear on these news sites to drive readers to your website and
increase audience size. In other words, the platform helps audiences
discover content for which they didn’t know they were looking.

CAMPAIGN TYPES
Outbrain Amplify. Design promotion OR add CONTENT ACCEPTED
content to a campaign that’s already running. • Videos
NOTE: Outbrain must approve content before it • Blog posts
goes live. This could take days. • Articles
• Slideshows
VIDEO • Product reviews
• Promote video content • Media coverage
• Sponsored content
DESKTOP • Native advertising
• Target viewers on stationary devices
CHOOSE DISCOVERY MODULE
MOBILE How your content will be showcased
• For viewers on the go • Organic Discovery Content: re-circulate visitors;
• Best performing campaign type direct traffic to sections and content
• Promoted Discovery: generate revenue with
links to high-quality content; index of over 7M

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The 2018 Inbound Marketer’s Guide to Paid Media

FORMATTING BUDGETING AND BIDDING

Outbrain optimizes to show best-performing Estimated Average CPC: $0.25 - $0.358
headlines more frequently • Budgeting more per click will improve traffic
• Try several combinations of headlines (12-15), • Set daily, weekly or monthly budget
images, subheads; determine top performers
• Use strong adjectives, numbers and questions BID ADJUSTMENTS
• Keep headlines between 80 and 100 characters CPC tends to be lowest at the beginning of a
• Don’t use push words like “need” or “must” week, month or quarter after which point,
• Do address the reader in title with the pronoun competition increases.
“you” or determiner “your” • Decrease CPC if content engagement is high
• Increase CPC if content engagement is low
• Spend more of budget early on and taper
TARGETING OPTIONS spend as the time frame advances
Outbrain uses 50+ algorithms to recommend each
content piece to the most interested reader.7
TRACKING AND MEASURING
RECOMMENDATIONS BASED ON: NOTE: Limited analysis tools make it difficult to
• Personal details about the reader track who exactly is engaging with content.
• Reader behavior (what they have already read) • Track clicks (this is primarily what
• Contextual information Outbrain monitors)
• Popular (what content is trending) • Embed coding into content to track conversions
• Use Google Analytics to monitor visit duration
GEO-TARGET and bounce rate of Outbrain referral traffic
• Country • Mark for retargeting
• State
• Designated market area (DMA)

TARGET BY DEVICE
• Desktop
• Tablet
• Smartphone

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The 2018 Inbound Marketer’s Guide to Paid Media

Taboola
A direct competitor of Outbrain, Taboola recommends articles,
slideshows, etc.—and particularly videos—on publisher websites
(USA Today, the Huffington Post, Time and the Weather Channel).
The content discovery platform drives 550M unique visits/month
and tends to be less expensive than competitors.9

CAMPAIGN TYPE TARGETING OPTIONS

SPONSORED CONTENT COUNTRY
• Promote all types of content, including: videos, • All countries
articles, slideshows, infographics, etc. • Select countries
• Exclude countries

FORMATTING DEVICE
Create in Taboola’s Backstage Dashboard; view • Desktop
real-time performance insights; utilize advanced • Tablet
A/B testing tools. • Smartphone

TITLE LENGTH CLONE CAMPAIGN

• 35-45 characters; 60 characters max • Create exact copies of campaigns and
target each differently; compare results
• NOTE: Long titles may be cut off

IMAGE SIZE
• 600 X 500 pixels

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The 2018 Inbound Marketer’s Guide to Paid Media

BUDGETING AND BIDDING TRACKING AND MEASURING

Estimated Average CPC: $0.25-$0.35; $0.75 NOTE: Limited analysis tools make it difficult to
for top 30 sites10 track who exactly is engaging with content.
• Set start/end dates
• Start now/end “when I stop it” TABOOLA BACKSTAGE
• Set daily spend limit Place code or image pixel on pages of
your website
BIDDING • Page view tracking
• Start with a bid over your desired CPC to • Conversion tracking
increase the speed Taboola’s algorithm tests • Action traction
your content
• Mark for retargeting
• Increase or remove daily spend cap once
Taboola traffic is working
GOOGLE ANALYTICS
Embed Javascript code into <head> section of site.
• Track clicks once landing page is loaded

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The 2018 Inbound Marketer’s Guide to Paid Media

Nativo
Nativo is a programmatic native advertising platform that automates
the syndication of brand content on about 230 publisher websites
(Entrepreneur, Maxim, Reader’s Digest).11 The platform matches
ad content with relevant sites and makes ads look and behave as
though they belong on the publisher’s website. Its defining quality:
Content is served in-feed, and users view it without ever leaving the
publisher’s site.

CAMPAIGN TYPE FORMATTING

Encompass social channels (Facebook, Twitter) Visual set-up in PubAnalyzer.
and content discovery/distribution channels • Select placements
(Outbrain, Taboola). • Add Nativo Javascript code

IN-FEED NATIVE DISPLAY ADS

• Ads that appear on social media sites BUDGETING AND BIDDING
Nativo charges a viewable CPM (vCPM); viewable
SPONSORED CONTENT
cost per million
Display advertising as sponsored content.
• Brand uses publisher’s expertise to produce Estimated Average vCMP: $12.00 to $20.0012
high-quality, engaging content
• Hosted on publisher’s website

CONTENT RECOMMENDATION
Content recommended to readers of a
particular publisher.
• Usually found at the bottom of an article

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS TRACKING AND MEASURING

In addition to filters you set, native advertising Complete engagement & sharing analytics
platforms use programmatic technology, which
serves each ad unit on an impression-by- EMBED NATIVO JAVASCRIPT CODE
impression level and uses real-time data to dictate • Track site visits
decisions and serve the most relevant ads. • Track page views
• Track placement performance
DEMOGRAPHIC TARGETING
• Age DROP RETARGETING PIXEL
• Location • Retarget viewers with other
• Gender bottom-funnel mechanisms
• Interests
UTILIZE REAL-TIME ADVANCED
GEO-TARGET A/B TESTING TOOLS
• Headline performance
• Country
• Image performance
• State
• City

DEVICE TARGETING
• Desktop
• Tablet
• Smartphone

CONTEXTUAL TARGETING
• Target specific keywords (relevant to ad)

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PAY-PER-Click
The 2018 Inbound Marketer’s Guide to Paid Media

Google AdWords
Ideal for B2B and B2C, Google AdWords is the most popular pay-per-
click online ad service. The program focuses heavily on keywords to
link ads with relevant search results and website pages. Advertisers
only pay if an ad is clicked. Roughly 95 percent of Google’s total
revenue is generated via AdWords.13

CAMPAIGN TYPES
SEARCH NETWORK ONLY VIDEO
Ads appear throughout sites on the Google search In-stream or in-display video ads.
network; connect with potential customers • Create in TrueView
as they’re in the act of searching for relevant • Only pay if viewer watches 30+ seconds
products/services.
• Link AdWords keywords with words or SEARCH NETWORK WITH
terms target audiences use to search DISPLAY SELECT
• Create relevant text ads for search results pages Ads appear with search results on the Google
Search Network AND relevant placements within
DISPLAY NETWORK ONLY the Display Network.
Ads appear throughout the Google display • Budget is shared across both networks
network; connect with potential customers while • Extend reach to more people
they’re researching a relevant source.
• Link AdWords Ad (including text, image, rich SHOPPING
media, video) to websites, YouTube, mobile Ads that promote a product by giving detailed
apps and more
information before a potential customer clicks.
• Site content must be relevant to your targeting
• Uses retail-centric reporting tools

UNIVERSAL APP
• Focus on app installs or in-app actions

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The 2018 Inbound Marketer’s Guide to Paid Media

CAMPAIGN SUBTYPES TRACKING AND MEASURING

Advertiser chooses campaign subtypes to Track and measure in AdWords or via tools
determine which settings, features and options like Conversion Tracking, Google Analytics and
are available for their use per campaign. Campaign Experiments.
• Standard • CTR, click type, device used
• All features • Impressions
• Marketing objectives • Searches that lead to your ad
• Auction insights
• Time of day
BUDGETING AND BIDDING • Paid vs. organic traffic
• And more …
Choose a daily budget (how much you’re willing to
spend per campaign, per day). Beginners should
choose between $5 and $50 per day.

SELECT A BIDDING STRATEGY

• Cost per click (CPC): to drive visitors to
your website
• Cost per impression (CPM): to get ads seen by
as many people as possible
• Cost per acquisition (CPA): to max out
conversions on your website

BID ADJUSTMENTS
• Bid more or less competitively based on
ad performance

FLEXIBLE BID
• Set bids to automatically optimize based on
performance goals

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The 2018 Inbound Marketer’s Guide to Paid Media

TARGETING OPTIONS
KEYWORD MANAGED PLACEMENT
• Use keyword match types to control which • Target specific websites and applications
searches trigger your ad
LANGUAGE
CONTEXTUAL • See “Languages” section of your campaign
• Based on relevant website content (keyword setting for a complete list of languages.
or topic)

AUDIENCE DEVICE
• All devices, based on their specific location,
• Affinity
time of day, and device type
• Custom affinity
• In-market
TOPIC
• Interest categories
• Target one ad to multiple pages about certain
• Remarketing (previous site visitor) topics at once

DEMOGRAPHIC
• Age
• Gender
• Parental status

LOCATION
• Country
• State
• City
• Region
• Distance

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The 2018 Inbound Marketer’s Guide to Paid Media

These are just a few of the many paid content

distribution channels and platforms at your disposal.
Deciding which to implement will depend entirely on
where your target audiences spend their time and your
specific marketing goals. Don’t limit yourself to a single
paid content distribution channel. Extend your creativity
to many and observe which channels work best for you
and your audiences.

For a deeper dive into

Demand Generation in 2018,
get your copy of The New Demand Generation: Personas,
Personalization and Programmatic Marketing

References
1. Contently 6. Mushroom Networks 11. AdExchanger
2. Contently 7. Outbrain Slideshare 12. Contently
3. Contently 8. Contently 13. SlideShare
4. HubSpot 9. Taboola 14. Kuno Creative
5. Direct Marketing News 10. Contently

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