Notes from the Field
Mastering the “Messy Middle” with TikTok Consideration Ads
The consideration stage has always been the hardest to measure. Here's how TikTok's newest tools are giving brands something proxy KPIs never could: a credible signal to optimise against.
From Signal to Activation: How Brands Can Catch Social Trends Before They Peak
The brands winning at trend participation aren't faster at spotting trends, they're faster at acting on them. This is what building that speed actually looks like
The new rules of building brand trust
The traditional broadcast model built familiarity, but trust now lives in communities, creator networks and AI answer engines. Here is what brands need to do differently.
Reddit: The AI Search Advantage
Reddit is one of the most cited sources in AI search, but it works nothing like any platform brands know. Here's how to listen, navigate, and turn community intelligence into a real competitive advantage.
LLMs Don’t Care Who Ranks First
LLMs don't cite the highest-ranking brand. They cite the most authoritative one. Here's how to make sure that's you.
From Social Channel to Search Asset: YouTube’s New Role in AI Visibility
LLMs aren't watching your videos. They're reading them. Here's what that means for your content strategy and why the brands that move first on YouTube will have a compounding advantage in AI search.
Why Life Moments, Not Demographics, Should Drive Your Targeting Strategy
Targeting the wrong signals means lost revenue. Here's what most travel and hospitality brands are missing and how to fix it.
Why We Ditched ChatGPT for Claude
At Brainlabs, we don't just talk about AI. We stress-test it. After months of running ChatGPT as our daily driver, we made the switch to Claude. Here's why we're not looking back.
Why Audience-First Marketing Is Still Your Most Important SEO Strategy in 2026
In this article, we break down why traditional persona mapping falls short, how to use real-world search data to understand your audience across every platform, and what it takes to build a strategy that wins in 2026 and beyond.
The Metrics Killing Your Programmatic Strategy (And What to Use Instead)
Programmatic isn't failing because the technology is broken. It's failing because we built it to reward the wrong things. In this article, we unpack the incentives that created the swamp, the metrics we mistake for impact, and the structural shift that changes everything.
ChatGPT Ads: Should Brands Test Now — or Sit Tight?
As ChatGPT enters the advertising market, brands face a new decision. We unpack what the product looks like today, where it could evolve, and whether testing makes strategic sense.
The Meta Lattice update is driving real performance lift across Meta
Meta just rolled out a major update to Meta Lattice that changes how ads are learned and delivered across its platforms. This article unpacks what’s changed, why it’s affecting performance, and what advertisers should focus on next.
