Jun 1, 2026 · 13 min · 9 segments
Megan Kessler, Chief of Integrated Marketing and Strategy for PAN Communications, talks to Doug Simon, CEO of D S Simon Media, about why some companies appear in…
Megan KesslerGuestDoug SimonHostMegan, you do audits of the organizations you work with, and what's the most surprising finding? And I'm getting the vibe it's not something that'll make people happy.
Um, unfortunately, the most, uh, the most surprising finding from my perspective was that most of the brands that we looked at were at, you know, less than 5% visibility, um, in AI answers, which basically means that of all the queries that we looked at, they only appeared in about 5% of responses.
And so, you know, after we'd run about 30 of these, I turned to our developer and said, you know, "Hey, could there possibly be a glitch in the system? It doesn't seem likely that all of these brands are less than 5% visible." Um, he came back and said, "No, actually, you know, it is, it is really the landscape view." And what we were able to understand from that is, you know, B2B tech and healthcare brands in general, um, have less visibility than, say, a consumer brand.
Um, market leaders tend to have higher visibility than some of these, any even secondary or tertiary brands, um, in the se- in these sectors.
Um, but at the end of the day, it really is a game of, of just establishing presence at all.
Um, and that's really, you know, been an interesting finding and something that creates opportunity for firms like ours, but also, you know, is something that we have to quickly scale, um, in order to, you know, to make an impact.
Megan, you do audits of the organizations you work with, and what's the most surprising finding? And I'm getting the vibe it's not something that'll make people happy.
Um, unfortunately, the most, uh, the most surprising finding from my perspective was that most of the brands that we looked at were at, you know, less than 5% visibility, um, in AI answers, which basically means that of all the queries that we looked at, they only appeared in about 5% of responses.
And so, you know, after we'd run about 30 of these, I turned to our developer and said, you know, "Hey, could there possibly be a glitch in the system? It doesn't seem likely that all of these brands are less than 5% visible." Um, he came back and said, "No, actually, you know, it is, it is really the landscape view." And what we were able to understand from that is, you know, B2B tech and healthcare brands in general, um, have less visibility than, say, a consumer brand.
Um, market leaders tend to have higher visibility than some of these, any even secondary or tertiary brands, um, in the se- in these sectors.
Um, but at the end of the day, it really is a game of, of just establishing presence at all.
Um, and that's really, you know, been an interesting finding and something that creates opportunity for firms like ours, but also, you know, is something that we have to quickly scale, um, in order to, you know, to make an impact.
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