Connor MacDonald's Channel Diversification Framework For Scaling Past $100M

The discussion centers on ad channel diversification, exploring when and why businesses should expand beyond Meta. Connor MacDonald, CMO of Ridge, shares Ridge's approach, emphasizing that channel diversification should only be considered once Meta is maximized. He notes that early channel expansion at Ridge led to an inability to optimally allocate resources. MacDonald highlights the importance of leveraging short-form vertical video across platforms like TikTok and Applovin to minimize production costs, and the necessity of incrementality testing to measure ad performance accurately. The conversation also touches on how omni-channel distribution and a brand’s position on the spectrum of easiest to hardest to convert customers affect advertising goals.