New models for thinking about advertising: Live from the IPA

Introduction of Share of Model Metric

The concept of 'share of model' emerges as a vital new metric for brands to understand amid the increasing use of large language models (LLMs) in marketing. Explaining how this metric functions, experts discuss its goal of helping marketers comprehend what LLMs convey about their brands. The share of model platform allows brands to interrogate various models' outputs and analyze their brand performance against competitors within specific categories. This approach not only highlights the differences in data inputs across models, such as those developed by Google and Meta, but also encourages marketers to leverage these insights to better grasp consumer perceptions.