For many years now, digital marketers have heavily relied on the dominant “walled gardens” – Google, Meta, TikTok, Snap—to drive for brand awareness, user acquisition and revenue.
These platforms offered several key advantages: they were easy to work with, provided massive reach, and were incentivized by the platforms themselves, encouraging marketers to focus solely on them while neglecting other potential channels. The convenience of robust automation tools, precise targeting capabilities, and a simplified campaign management experience further reinforced their dominance.
However, increasing competition, rising costs, and diminishing data transparency are forcing advertisers to look beyond these walled gardens to sustain incremental growth.
Exploring alternative channels is no longer optional—it’s a necessity for brands and app developers aiming to maximize their reach, improve efficiency, and diversify their media mix. Here’s how businesses can unlock new opportunities beyond search and social to drive sustainable, incremental growth.
1. Programmatic Advertising: Smarter, Data-Driven Expansion
Programmatic advertising enables brands to tap into a vast inventory of ad placements across premium websites, connected TV (CTV), in-app environments, and digital out-of-home (DOOH). With the right data strategies and AI-driven optimizations, programmatic channels allows marketers to:
- Target high-intent audiences with greater precision.
- Optimize media spend dynamically based on real-time performance signals.
- Access global inventory across multiple publishers without platform dependency.
2. DSPs and Direct Publisher Partnerships
Demand-side platforms (DSPs) provide access to a diversified range of traffic sources, enabling brands to buy media efficiently across multiple publishers. Establishing direct partnerships with leading app publishers, premium content platforms, and niche media networks can provide unique advantages:
- First-party audience data and exclusive ad placements.
- Less reliance on algorithm-driven auction pricing.
- Higher transparency in performance tracking and attribution.
3. OEM and Alternative App Stores
OEM (original equipment manufacturer) ad placements, such as pre-installs, app store recommendations, and device-based advertising, are amazing ad units that present untapped growth opportunities. Think about different mobile devices that have alternative app stores beyond Google Play and the Apple App Store—such as Huawei AppGallery, Samsung Galaxy Store, or Xiaomi’s GetApps—all offer direct access to millions of users without the intense competition seen in traditional app marketplaces. At Zoomd we’re connected to these OEM inventory as well, so drop us a message if you’re looking to go beyond the basic.
4. Influencer and Creators Marketing
While influencer marketing has been mainstreaming for a while now, brands that leverage micro-influencers and niche content creators can achieve strong, cost-effective engagement with their desired audience. Affiliate Creator’s marketing and performance-based partnerships further complement this approach by:
- Driving traffic from trusted voices within specific communities.
- Paying only for actual conversions or sales.
- Expanding into new audience segments organically.
Zoomd CGC (Creators Generated Content) community consists of thousand of creators world wide that can deliver your brand message in an authentic manner, creating highly performing ads in a quick production process. Learn more about our CGC Community.
5. Contextual Advertising: A Privacy-First Approach
With increasing privacy regulations and restrictions on third-party cookies, contextual advertising is making a strong comeback. Instead of relying on behavioral tracking, contextual targeting delivers ads based on the content being consumed, ensuring:
- Brand-safe placements in relevant environments.
- Compliance with data privacy laws (e.g., GDPR, CCPA).
- A more cost-effective alternative to audience-based targeting.
The Future: A Balanced, Multi-Channel Growth Strategy
While search and social will continue to major play a role in digital marketing, achieving incremental growth requires a diversified approach. By integrating programmatic advertising, DSPs, OEM placements, and influencer partnerships, brands can build a sustainable, scalable acquisition framework.
At Zoomd, we specialize in helping brands navigate the complexities of modern digital marketing, offering innovative solutions that go beyond the walled gardens.
Ready to explore new growth opportunities?