As Meta spend increases, the next opportunity isn't always another variation from the brand handle.
A message that performs well in branded DR may resonate differently when it comes through reviews, testimonials, comparisons, or another third-party perspective.
Whitelisted ads give Surround Sound a separate environment to test those ideas. The goal is to determine whether a different source and alternative messaging can create another viable performance opportunity.
For marketing leaders, whitelisting is more than another type of ad. It creates another place to test demand without concentrating every new idea and dollar inside the branded funnel.
That gives marketing leaders another source of performance data when deciding where to allocate additional budget.
Surround Sound runs whitelisted creative through The Review Board, giving brands a way to present reviews, testimonials, and third-party product opinions outside their own account.
The advantage this brings is better visibility into performance. Surround Sound can measure how whitelisted creative converts, providing more data points every week to inform what gets tested and developed next.
For marketing leaders managing Meta budgets at scale, that makes it possible to measure whether a different source changes customer response and performance.
Why Whitelisting Comes After Branded DR.
Branded DR gives Surround Sound the first read on what customers respond to. We can then use whitelisted ads to test proven messaging from other sources, such as reviews, testimonials, and third-party perspectives.
This creates another place to look for performance before moving into Partnership Ads, the highest-cost layer of Surround Sound's three-funnel system.
“Surround Sound helped us build a whitelisting program that’s become a core part of how we scale on Meta. Every funnel speaks to a different customer avatar and the testing velocity has been a step change.”
Lynn Ma
Co-founder, Filterbaby
“Surround Sound helped us scale our creative output ahead of Black Friday and the work has only expanded since. Over the past few months they’ve supported multiple product launches and we’re producing more ads each week than we ever had before.”
Kieran Matthews
CEO, Equip
"Andrew has been on both sides of the table, co-founding MoonBrew and now running Surround Sound. He brings the instincts of someone who's actually had to grow and scale a brand, not just create ads for one."
Jason Goode
CEO, Flakes
.webp)