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Google and LinkedIn cover a lot of ground, but they don't cover everything. Programmatic advertising, streaming TV, Reddit, and Snapchat each reach people in places those two platforms simply can't — on the shows they stream or the forums they actually trust.
These are the channels most small agencies can't run. They take more technical setup, more platform-specific knowledge, and more judgment about when they're actually worth the effort, so most shops quietly avoid them and stick to the familiar two or three.
We treat them the way they deserve to be treated: as tools for a specific job, not a default menu. They get used when the strategy actually calls for reach or a niche audience — never because it's an easy upsell.
How it actually works
Programmatic advertising means buying ad space across a huge number of websites and apps automatically, through software that decides in real time which ad to show which person, based on targeting rules you set. Instead of buying space on one site, you're buying access to an audience wherever they happen to be browsing.
OTT and CTV stands for over-the-top and connected TV — the streaming apps and smart TVs that have mostly replaced cable in a lot of households. Ads there run like a TV commercial but can be targeted and measured much more like a digital ad, which cable never allowed.
Reddit and Snapchat are their own worlds. Reddit is organized around communities built on specific topics, so ads can sit inside conversations about the exact thing you sell, in front of people who trust that space. Snapchat skews toward a younger, mobile-first audience and works best with content built for how people actually use the app, not a repurposed ad from somewhere else.
Why it matters for your business
Every one of these channels reaches somebody that search and LinkedIn miss. Someone who hasn't searched yet, someone streaming a show instead of scrolling, someone deep in a Reddit thread comparing options — they're all real potential customers, just not ones you'll find where everyone else is already looking.
The risk with all of them is the same: they're easy to spend money on and hard to run well, and the setup that makes them worthwhile is exactly the part most agencies skip. Reach without the right targeting and measurement just turns into an expensive way to be ignored.
Used deliberately, these channels extend your reach into places that make sense for your specific business, instead of spreading your budget thin across everything available just because it's available.
What usually goes wrong
Most agencies either refuse to touch these channels or run them like an experiment with no measurement plan. Either way, you don't learn anything.
Sound familiar?
- You keep hearing 'we should try Reddit' with no framework for whether it's worth it
- You've tested a new channel, spent $5K, and learned nothing
- No conversion tracking outside your primary platforms
The channels most small agencies can't run.
What we actually do
Used by strategy, never by default
We don't add these channels to pad out a plan. They come in when the reasoning calls for reach or a niche audience that search and LinkedIn can't reach on their own.
The channels most small agencies can't run
Programmatic, OTT/CTV, Reddit, and Snapchat each require their own setup and platform knowledge. We do the technical work that most shops avoid by sticking to the familiar two or three channels.
Conversion tracking built and tested before launch
Whatever the outcome we're aiming for — a purchase, a form, a visit — it's measured and verified before spend starts, the same as on every other channel.
Accounts built under your own credentials
Wherever the platform allows it, access and data are set up under your business so you keep ownership of what's built, permanently.
Budget moved toward what produces customers
Spend shifts continually toward the specific platform, audience, or placement that's actually producing results, not spread evenly out of habit.
Plain-English reporting
You get a straight account of what each channel did, in terms that make sense, without needing to learn five different platforms yourself.
What to expect when we work together
A real conversation
We talk through your business and figure out whether there's actually a gap these channels would fill, rather than assuming one exists.
An audit of what exists
If you've tried any of these channels before, we look honestly at what was set up, what it cost, and what it actually reached.
A written plan
You see exactly which channel we're proposing, why that one and not another, and what it's meant to accomplish, before it's built.
Tracking built first
Whatever counts as success on that channel gets measured and tested before spend goes live. No tracking, no spend.
Launch and the learning period
Newer channels take time to read clearly. We'll tell you plainly what's an early signal and what still needs more data.
Plain-English reporting
You get told what happened on each platform in terms you'd use yourself, plus direct access to the strategist running it.
Decisions made together
Whether to expand, pause, or drop a channel is a conversation, based on what it's actually producing.
A good fit if
- Search and LinkedIn are already running well and you're looking for genuine additional reach
- You have a niche audience that a mainstream community or platform actually serves
- You're open to a channel that needs a learning period before it's fully proven out
- You want deliberate expansion, not a scattershot of every platform at once
Probably not yet
- You haven't yet built a solid foundation on search or another proven channel
- You're looking for the fastest possible result rather than genuine expanded reach
- Your budget is too limited to properly test a new channel before drawing conclusions from it
- You want every channel running at once regardless of whether the strategy calls for it
Questions people actually ask
The outcome we work toward
A clear read on which emerging channels are worth budget and which aren't — before you've wasted a quarter on either.