This episode reveals the challenges and strategies behind Obvi's international expansion, specifically focusing on how their ad spend doubled due to fragmented platform policies and different market dynamics. It offers critical insights into the complexities of scaling paid acquisition globally and the necessity of tailoring strategies for diverse regions rather than simply replicating domestic success.
Key takeaways
International expansion significantly increases ad spend, potentially doubling it, due to the need for localized strategies and compliance with different platform policies across regions.
When expanding internationally, treat each new country as a completely new launch, requiring dedicated ad accounts, creative, and audience targeting.
Expect initial ROAS to be lower in new international markets as you build brand awareness and gather data; factor this into your budget and expectations.
Diversify your international reach by exploring reseller and distributor partnerships in regions where direct-to-consumer paid acquisition is cost-prohibitive or complex.
Carefully assess platform options beyond Meta and Google in new markets, as regional platforms may offer more cost-effective and compliant ad solutions.
Recruit, onboard, and train incredible virtual professionals in the Philippines by visiting morestaffing.co/af. Create funnels the same way you create ads with FERMAT by visiting fermatcommerce.com/af. THE BEST MEDIA BUYING TRAINING ON THE INTERNET - Get a free coaching call when you sign up for ADmission at www.youradmission.co/andrew-faris-podcast Ash Melwani is the Co-Founder & CMO at Obvi and Chew On This DTC Follow Ash on X: @ashvinmelwani Listen to Ash's podcast and read his newsletter at chewonthis.io FOLLOW UP WITH ANDREW Follow Andrew on X: @andrewjfaris Email Andrew at podcast@ajfgrowth.com Work with Andrew at ajfgrowth.com
What does this episode say about paid acquisition?
International expansion significantly increases ad spend, potentially doubling it, due to the need for localized strategies and compliance with different platform policies across regions.
What does this episode say about dtc strategy?
When expanding internationally, treat each new country as a completely new launch, requiring dedicated ad accounts, creative, and audience targeting.
What does this episode say about paid acquisition?
Expect initial ROAS to be lower in new international markets as you build brand awareness and gather data; factor this into your budget and expectations.
What does this episode say about paid acquisition?
Diversify your international reach by exploring reseller and distributor partnerships in regions where direct-to-consumer paid acquisition is cost-prohibitive or complex.
What does this episode say about paid acquisition?
Carefully assess platform options beyond Meta and Google in new markets, as regional platforms may offer more cost-effective and compliant ad solutions.
