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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Profit Chasing Kills Long-Term Growth
- Brands cut brand/consideration marketing after COVID to chase short-term profitability.
- That strategy stops growth, so companies must reinvest in upper-funnel channels to regain share.
Diversify By Marginal Efficiency
- Start diversification bottoms-up by asking how you'd spend your next dollar and follow marginal efficiency.
- Add channels when the next dollar on Google/Meta becomes less efficient than a new channel's first dollar.
Only Add Channels Worth The Effort
- Don't launch a new channel unless the incremental budget justifies creative and optimization effort.
- Skip a new channel if you're only deploying a trivial monthly amount that won't move the needle.