The WARC Podcast New models for thinking about advertising: Live from the IPA
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Oct 17, 2024 In a dynamic discussion, Tom Roach, VP at Jellyfish, dives into innovative marketing metrics powered by AI. Leo Rayman, CEO of EdenLab, and Jo McClintock, VP at Trainline, discuss how to encourage greener travel choices through positive messaging rather than guilt. ITV experts Sameer Modha and Kate Waters explore the financial impact of brand advertising on margins. Together, they emphasize the critical integration of sustainability into marketing strategies, reflecting a growing consumer demand for eco-friendly practices.
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Models Reflect Brand Perception
- Share of model measures what LLMs 'say' about brands by querying models and aggregating their outputs.
- Tom Roach says this mirrors real-world perception similarly to search and social data and reveals model-specific views.
Smooth LLM Output Over Time
- Do query models repeatedly over time and aggregate responses to reduce hallucinations and volatility.
- Tom Roach recommends high-volume prompting and waiting for outputs to stabilise before using results.
Triangulate Model Data With Other Sources
- Avoid treating LLM outputs as a single source of truth and triangulate with other data like social or brand trackers.
- Tom Roach advises clients to validate share-of-model results against existing research before acting.