Ep 520: How Pilothouse Tests 30+ Creatives Weekly on Meta: A Practical Guide | AKNF

DTC Podcast

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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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