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In this episode of the DTC Podcast, Eric Dyck hosts Taylor Cain and Jacob from Pilothouse Meta Brain Trust to unpack how high-volume DTC brands test creative at scale on Meta. Learn their hybrid approach using ABO for insight discovery and Advantage Plus/CBO for scaling winners—while keeping testing spend lean at 5–10% of total budget.
Key Moments & Takeaways:
30+ ads/week testing: how they structure ABO for high-velocity creative discovery
Budget allocation: keep risk predictable by dedicating a small portion to tests
Meta signals: what defines ‘net-new creative’ and how visuals/text/video intros affect delivery
AI vs. human oversight: balancing Meta’s algorithm with strategic media buying
Health & wellness challenges: dealing with regressions in data permissions
Channel diversification: why brands pivot to AppLovin amid Meta data limitations
Seasonality playbook: capitalizing on lower CPMs pre-summer and prepping for prime Q4
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Timestamps
00:00 – Why July is the best time to stock the pond for Q4
02:05 – Creative testing structures: ABO vs. ASC vs. CBO
06:50 – Meta’s evolving definition of “net new creative”
11:55 – How Meta’s AI systems (Andromeda, GEM, Lattice) influence delivery
17:35 – Health and wellness brands and Meta’s tracking limitations
22:00 – AppLovin’s rise as an alternative channel for supplement brands
23:45 – Prime Day effects on Meta ad performance and purchase intent
Hashtags
#MetaAds
#FacebookAds
#CreativeTesting
#EcommerceMarketing
#DTCBrands
#PerformanceMarketing
#PaidSocial
#DigitalAdvertising
#PilotHouse
#AllKillerNoFiller
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