Oliver Yonchev

There seems to be a bit of a split in the comms industry at the moment about how much brands should be focussing on GEO. The case against: we don't really know what's going on. And Google is still more widely used than ChatGPT. By a LONG way. Anyone with GEO in a creds deck is selling snake oil. The case for: it's not about user numbers, it's about the pace of change. LLM based platforms will end the dominance of search when it comes to how people find stuff online. We should at least try and find out what's going on. We do not know for sure how these things work. In fact, neither do the people who built them – if that sounds a little far-fetched, have a listen to Black Box, a podcast by The Guardian. (That you Nicky Regazzoni for that recommendation. TLDR, we genuinely don't know, for sure, how these answers are formed. Even Sam Altman was surprised by how good GPT-3.5 was. They didn't see that breakthrough coming.) But the idea that should stop us is nonsense and, frankly, lazy. You never know exactly why every customer bought your product. But you can, with some half decent research, find out what tipped the balance on the typical sale. You never know exactly whether a journalist will pick up a story. But if you scan their past coverage, you can have a pretty good guess as to whether the odds are 'pretty good, actually' or effectively zero. You never know exactly why one campaign 'went viral' and another flopped. But you can research trends and algorithms to get you a pretty good as to where the next one will fall between the two. We will never know – with 100% confidence – why ChatGPT recommends Pepsi over Coca Cola , or Broadcom over Qualcomm, or Corona over Modelo. But the notion we shouldn't be looking at data and trends and advising brands on how to behave accordingly is defeatist, and an example of letting perfect get in the way of useful. As for whether GEO is a friend or a foe of the PR industry – I spoke to PR Moment recently about that. Thanks for including me Elizabeth Howlett for including me. https://lnkd.in/e_bqiA2P

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Barb has officially added YouTube to its TV-set audience measurement framework - but does the data tell the full story? In his latest thought leadership piece for The Media Leader UK, Director of Data, Tech & Product, Graham Swallow breaks down:  📊 Barb’s reporting covers just 200 of YouTube’s 4.6M+ monetising channels - what does that mean for accuracy?  🧠 How panel-based TV measurement stacks up against YouTube’s real-time platform data  🚀 The bigger question: how to reach audiences effectively across formats, screens, and viewing behaviours With over 1,000 social channels under our global network, Graham shares insight into how measurement must evolve to reflect YouTube’s true scale, speed, and fragmentation. Read the full article here: https://lnkd.in/duV2Kzcb

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Trust is everything, and our new UK report with London Research shows just how powerful it is, especially in the finance sector. 78% of UK consumers are influenced by customer reviews, and our reviews can make a big difference. In fact, ads with Trustpilot signals are 14 times more likely to be clicked, and websites using them see an increase in trust, brand affinity and conversions. Check out the full report: https://lnkd.in/d5pe4-77.

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