• by Laurie Sullivan , Staff Writer, Yesterday

The agency Jellyfish, part of The Brandtech Group, has expanded on an earlier offering to use its “Share of Model” strategy to optimize across media sites.

The latest update to Jellyfish's strategy builds on a belief that ads should become part of every AI campaign across channels to touch all media.

AI is believed to understand the brand, its products, and what matters most to its target audiences.

“It's not enough to lean on organic alone and with ads growing across the largest AI touchpoints, both ChatGPT and AI Mode, marketers need to stay ahead and integrate these insights into their ad campaigns,” John Dawson, vice president of strategy at Jellyfish, told MediaPost.

Dawson said this is why the Share of Model tool keeps advancing. It was introduced in late 2024, before generative engine optimization (GEO) became a widely used acronym, he said. Now insights and optimization are integrated into one workflow.

Insights include estimated Performance Max data. For example, it uses three clicks and three minutes to drive more than a 30% improvement in return on ad spend (ROAS) for brands. 

Jellyfish this week introduced “AI Ads Optimization,” which extends AI-powered media insights and recommendations across Google Performance Max, as well as OpenAI ChatGPT, TikTok Search, DV360, YouTube Creator API and Reddit Ads.

The update includes an always-on strategy assistant that helps marketers identify and act on opportunities to optimize ads across channels.

Share of Models shows marketers how AI models like ChatGPT and Gemini think about their brands and competitors and what they can do from a paid, owned and earned perspective to be discovered, recommended and purchased. 

Leading digital marketing business Jellyfish has announced a partnership with one of the world’s most iconic airlines, Japan Airlines, to create an entirely new look and feel for the brand.

From this data, brands like Japan Airlines recreated their image. Its marketing team has worked alongside Jellyfish to develop a new graphic system that expands the brand’s visual identity for audiences outside of Japan. 

Coinciding with this latest Share of Model capabilities launch, Japan Airlines is using Share of Model AI ad optimization capabilities for Google Performance Max campaigns and plans to extend that same approach to ChatGPT advertising as campaigns roll out later this month. Reddit and TikTok are also on the roadmap, leveraging the same Share of Model AI Ad Optimization capabilities, according to the agency.