Most brands rush into new ad platforms before they’re ready. In this episode, Richard and Tony break down why channel expansion is less about “good or bad” and more about timing and fuel.

They revisit the core sequence—master Meta, then Google—before adding channels like Snapchat, TikTok, YouTube, or Pinterest. And they go deep on why CTC is bullish on AppLovin, the mobile gaming ad platform that’s driving genuinely incremental growth for select brands.

You’ll learn:

• The prerequisites for channel expansion (creative system + incrementality measurement)

• How AppLovin differs from Meta & Google—and why it’s working now

• The scale opportunity CTC sees as the platform opens up Oct 1

• Why CTC approaches channels as investments, not experiments

If you’ve nailed your core channels and want to know when (and how) to expand, this episode is your playbook.

Show Notes:

• Ready to solve your influencer strategy? Book Your Strategy Demo at https://www.getsaral.com/demo

• Explore the Prophit System: https://www.prophitsystem.com

• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of eCom