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The Andrew Faris Podcast
How Obvi's Ad Spend Doubled When Ash Went International
Oct 9, 2024
Ash Melwani, Co-Founder and CMO of Obvi and Chew On This DTC, dives into the transformative power of international advertising for e-commerce brands. He reveals how expanding into new markets led to a doubling of ad spend. The conversation covers strategic partnerships, influencer marketing, and navigating the intricacies of customer acquisition costs. Ash offers valuable insight into tailored pricing strategies and the significance of localized advertising to enhance global reach and customer satisfaction.
57:46
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Quick takeaways
- Expanding into international markets presents brands with significant ad spend opportunities and the ability to reach audiences with unmet demand.
- Effective operational logistics and customer experience management, such as local currency pricing and shipping, are crucial for international market success.
Deep dives
Exploring International Advertising Opportunities
International advertising presents significant opportunities for brands, as demonstrated by experiences shared by both the speaker and Ash Melwani from Obvi. Expanding advertising to foreign markets has led to increased ad spend and enhanced performance metrics, with both parties reporting that around 50% of their spending is now allocated to international markets. By tapping into countries with cheaper cost per mille (CPM) rates and unmet demand for their products, brands can effectively leverage international audiences. As Q4 approaches and market conditions fluctuate, this expansion appears particularly timely and strategic for sustained growth.
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Discover
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