This Channel Increases ROAS and is ACTUALLY Scalable
Podcast: Chew on This - Digestable DTC ContentPublished On: Tue Apr 29 2025
Description: AppLovin - Reach your ideal customers in mobile games across diverse genres, with 150M+ U.S. daily active users. Apply for AppLovin’s Ecommerce Beta 🔗 https://www.applovin.com/beta-application?cg_code=1132💰 Applovin Success: Kitsch ranks AppLovin as their second or third largest channel after Meta, achieving strong ROAS and scalability. They advise testing and aggressively scaling spend if initial performance is promising.🎬 Creative First, Platform Second: Kitsch tests all new messaging on Meta initially, then adapts successful creatives for other platforms, minimizing risk and maximizing efficiency.📈 Incremental Testing & Attribution: Tracking incremental value across channels is crucial. They use Northbeam for holistic attribution, understanding that different platforms have varying KPIs and attribution windows.🤝 Influencer Whitelisting on Meta: Kitsch leverages influencer marketing and whitelists successful influencer content on Meta to reach new audiences and enhance Meta campaign performance. They emphasize a data-driven approach, focusing on CPM and CPV metrics.📺 Diversification for Top-Funnel Awareness: To combat Meta’s reliance on automated targeting and potentially missing top-of-funnel audiences, Kitsch is investing in TV advertising to broaden reach and drive brand awareness.0:00 - Intro0:50 - Yingying Kuang1:53 - Over 50% growth in 3 years4:05 - Importance of diversifying marketing channels5:01 - Exploring platforms outside Meta6:20 - Testing channels such as influencers and podcasts10:20 - Attribution challenges across different marketing channels15:04 - Testing and results from AppLovin19:05 - Downsides of Twitter20:02 - Downsides of Pinterest22:45 - Testing different creatives without overthinking personas24:03 - Scaling ad spend effectively during peak seasons26:21 - Maintaining brand awareness and driving sales with channel diversification27:01 - TV consumption influences marketing strategies29:14 - Whitelisting ads through influencers31:02 - Vetting influencers to ensure effective marketing36:08 - Negotiation strategies for influencer partnerships39:00 - Challenges entering new high-investment channels prematurely41:05 - Launching new products as a growth strategy43:37 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc
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