The WARC Podcast New models for thinking about advertising: Live from the IPA
7 snips
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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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.
Shares Work Together Not Against
- Different 'share of' metrics (voice, attention, search, model) play complementary roles as inputs and outputs in effectiveness programs.
- Tom Roach suggests marketers should blend these measures rather than treat them as competing metrics.
Test Simple Demand-Switching Ideas
- Do design demand-switching tests that reduce high-carbon choices by making greener options easier, cheaper, and emotionally positive.
- Jo McClintock says testing ideas like 'I Came By Train' proved people choose greener travel when given the right options.