Which channel carries which job, and what each costs relative to the others. A planning view, not a rate card.
| Channel | Primary role | Relative cost per FTD | Edge |
|---|---|---|---|
| Programmatic display/native | Quality, retargeting | Mid | Highest control, best retention |
| Push | Volume | Low | Cheapest tested route to volume |
| Pop | Volume | Lowest | Noisiest, filtering-dependent |
| Crypto-native display | Crypto audiences | Mid | Only real route to crypto gamblers |
| OOH / DOOH | Brand lift | Higher | Launch add-on, builds brand search |
A launch usually starts with push and pop for pool building, layers programmatic and retargeting for quality as data accrues, and adds DOOH for brand lift where a physical presence helps. The mix shifts over the campaign, from volume-first to quality-first, as the retargeting pool becomes the cheapest source of deposits.
Push and pop networks are the cheapest tested route to FTD volume, provided the traffic is filtered at source level. Judged on filtered FTDs rather than clicks, they often deliver the lowest cost per deposit.
Programmatic with retargeting. Placement control and a cookied pool produce deposits at roughly a third of blended cold cost and the strongest retention of the performance channels.
A short brief and a 20-minute call. GEO, monthly budget band, vertical. You leave with a channel read, not a sales deck.
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