At times, it felt counterintuitive, like we were breaking something that had worked well for years. Not everyone agreed. But you can’t argue with economics, so we dove into changes. First, we shifted from opportunistic media buying to a systematic approach where every channel could be tracked and counted. Second, we started building the brand and branching out to new platforms. For example, movie sites, where we quickly carved out a niche and locked in long-term contracts.
