Diversify Now: The 6-Week Q4 Window Closing Fast
About this episode
Richard and Luke discuss the necessity of channel diversification for ecommerce brands as Q4 approaches.
Richard and Luke (newly promoted President at CTC) break down why channel diversification is no longer optional for 8-figure ecommerce brands heading into Q4 and what creative diversification actually means when you need 1,000-plus ads per month from 100-plus creators. This episode covers the exact tools, platforms, and testing frameworks that changed CTC's position on scaling beyond Meta and Google. What we cover: Why CTC reversed its position on channel diversification How Statlas automation now pushes thousands of ads per month Why geo holdout incrementality testing is now in-house at CTC Creative diversification as production source diversity, not format diversity The 3-4 production source minimum before Q4 Why 3% of ads drive 80-plus percent of spend Finding your top 20-30 creators before the September window closes AppLovin, TikTok GMV Max, and YouTube Demand Gen entering Q4 CTC's Mountain partnership for Connected TV geo holdout testing Key stat: 3% of ads drive more than 80% of spend. Find your outliers before Q4 locks in. Show Notes: Go to http://outersignal.com/thread to get 50% off your first two months Explore the Prophit Engine…
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