BUSINESS INSIGHTS
The case for diversification
The solution is clear: brands must think like investors and build a diversified media portfolio. Just as smart investors spread their bets across multiple assets, advertisers must distribute their budgets across a mix of owned, earned and paid media. This means:
• Exploring new channels: CTV and RMNs are growing rapidly, offering scalable, measurable and privacy-compliant advertising options. Retail media alone is projected to hit US $ 166 billion by 2025, making it a critical channel for brands looking to monetise first-party data and CTV ad spend is expected to surpass traditional TV by 2028.
• Investing in owned platforms: Websites, mobile apps and email lists provide a direct connection to customers that no external platform can take away. Mobile apps, in particular, are underutilised by many brands despite offering superior user engagement and retention. While social media and search engines can drive discovery, brands that guide users to owned properties mitigate risks associated with platform changes.
• Omnichannel integration: Consumers engage across multiple touchpoints
– apps, web, in-store – and expect seamless, personalised experiences. Brands that break down data silos and create cohesive cross-platform strategies will gain a competitive edge.
• Expanding into emerging platforms: The rise of decentralised and AI-driven platforms means that brands need to experiment with new channels. Investing in areas like AI-generated content, AR / VR experiences and community-driven platforms or niche apps can give brands an edge in capturing consumer attention in innovative ways.
What this means for retailers
Retailers have a unique opportunity in this shifting landscape. Social commerce remains a strong driver of discovery and engagement, but brands should view it as one piece of a larger strategy rather than the foundation of their digital presence.
Our data shows that while social media apps have seen fluctuations in engagement, consumer behaviour remains strong. The second week of 2025 saw a 44 % increase in app installs compared to the first week, signalling a renewed interest in digital-first experiences. Retailers can maximise their impact by:
Sue Azari, Industry Lead, E-Commerce, AppsFlyer
• Leveraging user-generated content( UGC): Authentic customer experiences drive trust and engagement. UGC helps brands connect with audiences in a meaningful way across multiple platforms. By incentivising customers to share their experiences and featuring them across channels, brands can strengthen their credibility and foster deeper engagement.
• Diversifying platform presence: Rather than relying solely on one platform( TikTok, Instagram or Facebook), retailers should spread their efforts across multiple channels to reduce dependency. Establishing a presence on Pinterest, YouTube Shorts
www. intelligentcxo. com
67