DTC Podcast Ep 520: How Pilothouse Tests 30+ Creatives Weekly on Meta: A Practical Guide | AKNF
Jun 27, 2025
Taylor Cain from Pilothouse Meta Brain Trust, an expert in media buying, dives into the world of high-volume ad testing on Meta. He reveals how they test over 30 creatives weekly, balancing structure and agility in creative discovery. The conversation covers budget allocation strategies to manage risks, the evolving definition of 'net-new creative,' and the integration of AI with human oversight. They also discuss the challenges brands face in health marketing and why channel diversification is essential, especially as they prep for Q4.
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Creative Testing Strategies Vary
- Testing strategies vary widely depending on brand and campaign needs.
- ABO suits high creative volume, while some brands test net new concepts directly in scale campaigns.
Use ABO for Pointed Testing
- Run pointed ABO tests with low budgets using metrics like click rate and add to carts.
- Graduate winning creatives into business-as-usual campaigns for scaling.
Meta Defines "Net New Creative"
- Meta evaluates creative novelty based on text-visual relationship for statics, and first 3 seconds for videos.
- Different hooks in video intros matter more than later parts for delivering new creative.