We choose channels based on fit and performance — not because a platform happens to be fashionable.
Platforms are tools. The strategy decides how we use them.
Different advertising platforms solve different problems. Some are strong at capturing active demand. Others help create discovery, reach new audiences, retarget existing users or extend campaigns into new environments. We select platforms based on the role they need to play in the acquisition strategy — not simply because a channel is popular.
Capture demand and connect it with intent.
Google Ads can play an important role where users are actively searching, comparing or moving closer to a decision. Depending on the objective, we use Google's advertising ecosystem to structure campaigns around search intent, audience signals, remarketing and scalable reach.
↗Build and test audience-led acquisition.
Meta can support prospecting, retargeting and creative-led audience discovery at scale. The platform is particularly useful for structured creative testing and for learning which audience and message combinations produce the strongest response.
↗Reach audiences through native attention.
TikTok advertising requires a different creative and audience mindset from traditional performance channels. We use it where the format, product and audience make sense for discovery-led acquisition and creative experimentation.
↗Extend reach through native placements.
Taboola provides access to native advertising placements across publisher environments. It can be used to test contextual discovery, content-led acquisition and incremental sources of traffic outside traditional search and social channels.
↗Add another source of search-driven demand.
Microsoft Ads can complement a broader search strategy and provide access to audiences across Microsoft's advertising ecosystem. We assess it as part of the overall channel mix rather than treating it as an automatic extension of Google activity.
↗Test native discovery across publisher networks.
Outbrain can support native campaign strategies designed around content discovery and audience expansion. As with any channel, its role depends on the product, market, available creative and the economics of the acquisition model.
↗The best channel mix is rarely static.
Campaigns create new information. As we learn which audiences, messages and environments perform most effectively, the role of individual platforms may change — that is why channel planning and optimisation remain connected throughout the engagement.