In the PESO model, a Facebook ad is categorized under which type of media?

In the PESO model, a Facebook ad is classified as Paid media because it involves purchasing advertising space to promote a message or content. This paid approach allows organizations to target specific audiences and achieve greater visibility for their marketing campaigns. By investing in Facebook ads, companies leverage the platform's algorithms and user data to maximize reach and engagement, which is a defining characteristic of paid media strategies.

The distinction between the other media types is important: earned media refers to publicity gained through promotional efforts that do not involve payment, such as media coverage or organic mentions. Shared media focuses on content that is shared by users, often through social media platforms without direct financial investment, while owned media includes channels that a company controls directly, such as a website or blog. Thus, the classification of a Facebook ad as paid media highlights the investment and promotional intent behind the advertisement.