DTC Podcast

• Ep 480: How Meta’s New Ad Rules Impact Health & Wellness Brands with Pilothouse | AKNF

  Subscribe to DTC Newsletter - https://dtcnews.link/signup Meta’s latest advertising update is shaking up the health & wellness space, restricting event tracking for many brands. This means brands selling supplements, wellness products, or other health-related items may no longer see key conversion events like purchases and add-to-cart in their Meta ad accounts. In this episode, Eric Dyck chats with Pilothouse Meta experts Taylor Cain, Jocelyn, and Aves to break down what’s happening, what brands should do, and how to stay compliant while still driving results. Key Topics Covered: ✅ What’s Changing? Meta’s new event tracking restrictions explained ✅ Who’s Affected? How Meta is categorizing health & wellness brands ✅ Workarounds That Work: Using upper-funnel event tracking to maintain ad performance ✅ Creative & Messaging Shifts: Why brands need to sell a lifestyle, not just a product ✅ Long-Term Impact: Will Meta roll out similar restrictions to other industries? Meta is prioritizing user privacy, and these changes are likely just the beginning. If your brand is affected, tune in to get the insights you need to adapt your strategy. Timestamps: 00:00 - Meta’s new health and wellness ad restrictions 02:15 - What this means for advertisers 05:00 - Meta’s event tracking changes explained 08:30 - Preparing for the new ad policies 11:00 - How brands can pivot their messaging 14:45 - The impact on creative and targeting 18:20 - Future of health and wellness ads on Meta 21:30 - Attribution updates and performance tracking Hashtags: #MetaAds #DigitalMarketing #AdvertisingChanges #HealthAndWellness #DTCMarketing #MarketingNews #PaidSocial #SocialMediaAds #FacebookAds #InstagramAds Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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• Bonus: Rethinking Profitability: How to Market Like an Investment Banker with Bradley Keefer from Keen

  Subscribe to DTC Newsletter - https://dtcnews.link/signup Welcome to the DTC Podcast! Today, we’re joined by Bradley Keefer, CRO of Keen Decision Systems, to discuss how brands can elevate their marketing game by thinking like investment bankers. Bradley dives deep into why ROAS alone doesn’t cut it anymore and explains how brands can use holistic data to align short-term performance with long-term profitability. Download the 2024 Performance Insights & Strategic Investment Guide for 2025: https://bit.ly/3Wv8oun Key Insights from This Episode: Rethink ROAS: Why traditional metrics fail to account for long-term value. Funnel Balancing: Moving from a 50-50 mix to an optimal 70-30 top-to-bottom strategy. Interaction Effects: How channels like connected TV and organic social can amplify each other. Avoiding Pitfalls: Why “shiny object” channels like TikTok Shop or TikTok ads need careful consideration. Tune in to learn how Keen Decision Systems is helping brands create marketing strategies that deliver predictable, profitable growth. Timestamps: 00:00 - Why Marketers Must Justify Their Existence 02:10 - The Investment Banker Mindset for Marketing 04:45 - Rethinking ROAS and Measuring Profitability 07:55 - How Brands Should Balance Top vs. Bottom Funnel Spend 11:20 - The Power of Interaction Effects in Marketing 14:30 - Scaling Up with Tentpole Events and Viral Moments 18:15 - When and How to Move Up the Funnel 22:40 - TikTok vs. Meta: The Future of Social Commerce 26:10 - The Role of AI and Data in Marketing Decisions Hashtags: #MarketingStrategy #DTCGrowth #DigitalAdvertising #Ecommerce #MarketingData #BrandBuilding #ROAS #SocialCommerce #TikTokMarketing #PaidMedia #InvestmentMindset #MarketingMetrics Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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• Ep 479: How to Build a Brand That Outlasts Performance Marketing Tactics with Preston Rutherford

  Subscribe to DTC Newsletter - https://dtcnews.link/signup Chubbies became a DTC legend by selling proper-length shorts and a brand identity people loved. But behind the scenes, Preston Rutherford and his team had to fight against the short-term addiction of Meta ads that almost ran the company into the ground. In this episode, Preston shares: 🔥 The dark side of performance marketing & how it killed their margins 🎯 Why brands need to invest in “memory structures” to drive future demand 📈 How shifting budget up-funnel can actually make you more money 💡 How to measure brand impact beyond ROAS with Marathon If you’re running a DTC brand and struggling with rising CAC and shrinking margins, this episode is a must-listen. Learn how to escape the performance marketing hamster wheel and build a business that lasts. Timestamps 00:00 - The rise of Chubbies and bold marketing 02:45 - The impact of Meta ads and performance marketing 07:30 - Balancing brand awareness and short-term metrics 12:15 - The power of memory structures in brand building 17:50 - Why investing in brand is key to long-term success 23:30 - Measuring brand impact beyond ROAS 28:15 - How Marathon helps brands build sustainable growth 34:00 - The future of brand marketing and performance Hashtags #DTC #EcommerceMarketing #BrandBuilding #MarketingStrategy #PerformanceMarketing #MetaAds #DigitalMarketing #CustomerAcquisition #BrandAwareness #ROAS #GrowthStrategy #ContentMarketing #Marathon #PrestonRutherford #CMO #Chubbies #DirectToConsumer #MarketingTips Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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• Ep 478: How AI is Transforming Creative Strategy: CRO, Ads & Brand Storytelling | AKNF

  Subscribe to DTC Newsletter - https://dtcnews.link/signup AI is changing the way brands approach creative marketing. In this episode, Braydon from Pilothouse dives into how AI tools—especially custom GPTs—are transforming landing pages, ad creative, and brand storytelling. Key Takeaways: AI-Driven CRO: How custom GPTs optimize landing pages section by section for higher conversion rates. AI for Subscription Growth: Why AI-powered page redesigns can dramatically improve MRR. Automating Ad Mashups: Using AI to remix top-performing ads for faster creative iteration. Voice AI in Ads: How 11 Labs speeds up ad production with high-quality voiceovers. Strategic AI Thinking: How AI can assist with brand-level strategy and audience segmentation. If you’re looking for real-world AI applications in DTC marketing, this episode is packed with actionable insights. Timestamps: 00:00 - AI tools are evolving fast 02:05 - How ChatGPT enhances ad creative 04:30 - Optimizing landing pages with AI 07:15 - Using AI for voiceovers and trailers 10:45 - The power of humor in ads 14:00 - AI-generated mashups for top-performing ads 17:20 - AI for brand-level strategy and deep analysis 20:40 - AI agents and the future of automation Hashtags: #AIforMarketing #ChatGPT #DTCMarketing #AdCreative #EcommerceGrowth #AIcopywriting #PerformanceMarketing #CreativeStrategy #DigitalMarketing #Automation #MarketingTrends Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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• Bonus: Anatomy of a Million Dollar Ad: Motion's James Mulvey on Seven Most Impactful Creative Trends of 2025

  Subscribe to DTC Newsletter - https://dtcnews.link/signup On this episode of the DTC Podcast, we dive deep into creative advertising with James Mulvey, Head of Content at Motion, the creative analytics and research platform used by brands like HexClad, True Classic, Ridge, and Vuori. James shares insights from their recent report analyzing $100M in ad spend and surveying 500+ DTC advertisers, highlighting how brands can develop ads that scale to six- or seven-figure spends. Learn the 7 most impactful creative trends: https://motionapp.com/creative-trends Key Takeaways: What Makes a $1M Ad: Balancing humor, offers, and polished creative. The Role of Humor: Why funny ads drive deeper engagement and brand affinity. Lo-Fi Done Right: How details like lighting and casting make or break low-budget ads. Creative Strategy in 2025: Building a high-functioning team with platform-specific expertise. AI in Advertising: Practical applications without sacrificing authenticity. Tune in to learn how to build a creative system that delivers consistent winners. Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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