Subscribe to DTC Newsletter - https://dtcnews.link/signup
In this episode of the DTC Podcast, we’re joined by Garrick Tiplady, Global Head of SMB Group at Meta, and Yingying Kuang, Head of Ecommerce and Growth at Kitsch. They share practical insights into how AI tools are reshaping media buying—not replacing it, but making it more efficient and creative.
From Zuckerberg’s recent comments about simplifying campaign setup to the real-world tactics Kitsch uses to launch 100 creatives a week, this episode is filled with straightforward strategies for scaling performance marketing. Garrick and Yingying discuss how Meta’s Advantage+ and GenAI Creative tools support human creativity and free up media buyers to focus on strategy and storytelling.
Key insights:
Why creative is targeting, and how AI helps scale it
How Kitsch leverages AI for creative production, testing, and analysis
The balance between automation and human strategy in performance marketing
Measuring incrementality and understanding attribution beyond last-click
Preparing for Q4 with proven creative and campaign strategies
This is a must-listen for media buyers and marketers who want to leverage AI tools without losing sight of strategy, customer connection, and real business impact.
Find out more at https://www.facebook.com/business/news/meta-advantage-explained-in-two-minutes
Timestamps
00:00 – How Kitsch approaches Meta's automation and creative strategy
02:15 – Why creative diversification outperforms targeting hacks
04:30 – Retargeting strategy and why it’s not one-size-fits-all
07:00 – Meta’s view on freeing up time for creative strategy
09:15 – Using Gen AI to boost creative volume and performance
11:30 – Measuring incrementality with Meta tools and Northbeam
14:00 – Multi-channel attribution and retail halo effects
16:15 – Testing Q4 offers early and holiday creative strategies
18:30 – How creators and partnership ads drive 15–25% higher ROAS
20:30 – Final advice for mastering Meta media buying in 2025
Hashtags
#dtcpodcast
#mediabuying
#metaads
#genai
#ecommercemarketing
#kitschbrand
#advertisingstrategy
#q4planning
#creatorads
#digitalattribution
#incrementality
#performancecreative
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
.svg)
.svg)
.svg)
.png)
.svg){kind=icon}
.svg)
.svg)
