The essence of strategy is choosing to perform activities differently than rivals do. If you have a same set of strategy with your rival do, you would not be able to significantly outperform them.
When a company fails to execute its strategy, the first thing managers often thinks to do is restructure. But research shows that the fundamentals of good execution start with clarifying decision rights and making sure information flows where it needs to go. If you get those right, the correct structure and motivators often become obvious.
So how to know when you start to advertise then?
Get a metric across the whole product and validate your assumption by experimenting in 9-10 different content type in 2-3 months. If something seems like a good hit, you can start advertise, and then validate the result against the metric again.