Chew on This - Digestable DTC Content This Underrated Ad Platform Outperforms Meta & Google
Dec 11, 2025
Joe Yakwell, CEO of Within and co-founder of Breakfast.io, shares his extensive experience in e-commerce marketing. He delves into the shift from growth to profitability post-COVID, emphasizing the need for brands to diversify their marketing channels beyond Meta and Google. Joe debunks common objections to channel diversification and stresses the importance of investing in creative over media. He also highlights AppLovin as an underrated ad platform, discussing effective creative strategies and metrics for success.
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Feed Platforms Many Native Creatives
- Give platforms lots of authentic, varied creative with strong hooks in the first 1â2 seconds.
- Match creative to platform norms and audience authenticity to let algorithms find winners.
Let Algorithms Choose The Winners
- Platforms pick which ads to serve based on the objective you set, not your subjective taste.
- Use metrics to improve ads, not to override the platform's selection algorithm.
Treat Creative As A Numbers Game
- Expect low hit rates: roughly 1% of ads become top spenders, so produce many creatives.
- Scale creative production with media spend instead of lamenting a long-running winner.