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What Crossmedia shows us about AI visibility

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Cathleen Vermaak-Nisbet
By Cathleen Vermaak-Nisbet, Co-founder and CEO

GEO 15 min read

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Crossmedia was appointed media agency of record for Herschend in October 2025. The announcement covered full-funnel planning, buying and measurement for attractions including Dollywood Parks & Resorts and Silver Dollar City. [S1]

When we asked AI which media agencies are best for entertainment, travel and leisure brands, Crossmedia wasn't mentioned in the 32 answers we evaluated. Comparing that result with the agency's announced work gives us a useful example of how businesses can examine their own AI visibility.

Across ten selected buyer questions, Crossmedia appeared in 61 of 329 evaluated answers, or 18.5%. There were clear strengths as well as areas to investigate. Looking at the individual questions helps us understand both.

Crossmedia is led by Global CEO and Co-founder Kamran Asghar and President Anne Bologna, alongside Chief Growth & Corporate Strategy Officer Ali Plonchak and Chief Technology Officer Jess Lewis. [S3] [S4] The agency provides the working example here, but the process is useful for any business whose expertise helps clients decide who to hire.

0of 32

evaluated answers to “Which media agencies are best for entertainment, travel and leisure brands?” mentioned Crossmedia.

Across ten selected buyer questions, it appeared in 61 of 329 evaluated answers: 18.5%.

Source Fimiliar's AI visibility research, 26 October to 3 November 2026.Base: 32 evaluated answers to one buyer question. A short, focused test, not a score for the quality of the agency's work.

01The test

What we tested

We tracked ten selected US buyer questions across ChatGPT, Perplexity and Google AI Overview from 26 October to 3 November 2026. This is a short, focused test. It doesn't describe everything AI knows about Crossmedia, and it isn't a score for the quality of its work.

The useful question is where its published experience comes through in those answers, and where a buyer might need a clearer explanation or more supporting evidence. Many additional questions could reveal further opportunities, as well as areas of stronger visibility.

How to use findings like these

Start with the questions that matter to the clients you want to win. Compare the answers with your actual experience, then review how clearly that experience is explained and supported online. This is work a business can take practical steps on. To explore it for your firm, talk to Cat at Fimiliar. [F1]

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02The results

The results by question

Figure 1 · By buyer question

Crossmedia visibility by selected buyer question

How often Crossmedia appeared in the evaluated answers to each question.

Crossmedia visibility by selected buyer question Horizontal bar chart of the share of evaluated AI answers to each of the ten buyer questions that mentioned Crossmedia: minority ownership 66.7% (22 of 33); holding company alternatives 42.4% (14 of 33); independent agencies 42.4% (14 of 33); financial services 27.3% (9 of 33); full-funnel measurement 6.1% (2 of 33). Crossmedia was not mentioned, 0%, for franchise and multi-location (0 of 33), national consumer brand selection (0 of 33), entertainment, travel and leisure (0 of 32), multicultural media (0 of 33), and hospitals and healthcare (0 of 33). Minority ownership66.7%22 of 33 Holding company alternatives42.4%14 of 33 Independent agencies42.4%14 of 33 Financial services27.3%9 of 33 Full-funnel measurement6.1%2 of 33 Franchise and multi-location0%NOT MENTIONED0 of 33 National consumer brand selection0%NOT MENTIONED0 of 33 Entertainment, travel and leisure0%NOT MENTIONED0 of 32 Multicultural media0%NOT MENTIONED0 of 33 Hospitals and healthcare0%NOT MENTIONED0 of 33
Figure 1. How often Crossmedia appeared in the evaluated answers to each question. Source: Fimiliar research, 26 October to 3 November 2026. Labels are shortened here; the exact questions are listed at the end. There were 33 evaluated answers per question, except entertainment, travel and leisure, which had 32.

Crossmedia appeared in 22 of 33 answers about the largest minority-owned media agency, and 14 of 33 for each of the two independence questions. For full-funnel planning and measurement, it appeared twice. For five other questions, it didn't appear at all.

That doesn't tell us Crossmedia lacks those capabilities. It tells us the agency wasn't mentioned in the answers we recorded for those questions. A different question or another day could produce a different result.

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03Entertainment and leisure

A closer look at entertainment and leisure

The Herschend announcement gives us something concrete to compare with the AI answers: a named client, relevant attractions and a clearly described media remit. It establishes the appointment and what it covered, rather than the results of the work. [S1]

In that announcement, Tammy Lucas, identified as Herschend CMO at the time, described Crossmedia as having “deep expertise in measurement, analytics, and marketing technology”. [S1]

Who did AI mention instead? One Perplexity answer from 26 October named FlyteVu and Bauer Entertainment Marketing for entertainment, alongside The Zimmerman Agency and House of Marketers for travel and tourism. Those are examples from one answer, rather than a complete competitor list.

This also shows why question wording matters. Entertainment, travel and leisure can take an answer towards PR, creator marketing or creative work as well as media buying. Splitting those needs into more specific questions would make the next round more useful. The broad question alone doesn't establish how Crossmedia appears for theme park media planning or destination marketing.

What I would do with this

A practical first step would be to review how the website brings attractions and leisure experience together. A useful page could explain demand, seasonal planning and measurement, with links to relevant work. The Herschend announcement supports the appointed scope. Client-approved results could add detail where they are available. This is about helping buyers find and understand existing experience.

Crossmedia also announced XM Sports and Entertainment in June 2026. That gives the agency another specialist offer to explain. Keeping sports partnership advice distinct from attraction marketing helps a buyer find the experience relevant to their brief. [S5]

What to test next

Track attractions, destination resorts, tourism and sports partnerships separately. Read the answers as well as the percentages. Check which agencies are named, what work they are described as doing and which pages are cited. That gives the next content decisions a clearer basis.

04Full funnel

Making full funnel expertise easier to understand

Crossmedia's website lists full-funnel planning and Redbox measurement services. But when we asked which agencies offer full-funnel planning with one measurement view across brand and performance, Crossmedia appeared in just two of 33 evaluated answers. [S2]

For a buyer, the next question is how those services work together. How does brand investment connect to performance? What gets measured? What happens when channel reports tell different stories? Explaining that process alongside the service list can help a prospective client understand the approach.

6.1%

of evaluated answers about full-funnel planning with one measurement view mentioned Crossmedia.

That is two of 33 answers.

Source Fimiliar's AI visibility research, 26 October to 3 November 2026.Base: 33 evaluated answers to one buyer question.

What I would make easier to find

  • How the agency turns a business objective into a media plan, including the role of each channel.
  • An example of the shared reporting view, using clearly labelled illustrative data if client data cannot be published.
  • An explanation of what reporting, attribution and experiments can each tell a client, including their limits.
  • A client-approved example with the result, timeframe and scope clearly stated. If results cannot be shared, explain the process.
  • Links between that explanation, the relevant work and the people with the expertise to discuss it.

An explanation from the people doing the planning and measurement could be particularly useful here. A worked example can show which decisions the approach helps a client make, without requiring confidential data or unsupported performance claims.

Build on the recognition Crossmedia already has

Crossmedia appeared in two-thirds of the answers to the minority-ownership question. That's a strength worth understanding and maintaining. The next step is to check how pages explaining the agency's identity connect to its relevant work. Minority ownership and multicultural media delivery are different claims, so each needs suitable evidence.

We also found a routine website maintenance opportunity: the growth leadership title in the August 2026 announcement differs from the older title on the people page. Bringing those into line would give readers consistent information. We haven't established that the difference affected any AI answer. [S3] [S4]

05The sources

The sources are worth looking at too

We also looked at specific pages cited in the audit. That helps us see how other agencies are described and where Crossmedia already appears. The counts below are citation events, which can repeat within an answer. They aren't the number of unique answers using each page.

Table 1 · Cited pages

Three pages cited in the auditWhat we found on each page, and what I would do.
Page AI citedWhat we foundWhat I would do
Ottaway independent media list56 citation eventsLists Horizon, PMG, Tinuiti and Wpromote. Crossmedia isn't on it. [U0]Ask the publisher to consider Crossmedia in its next update, with evidence to back it up.
AdCurrent media buying list35 citation eventsCrossmedia is already listed. [U1]Check the listing is accurate and links to useful pages.
VAB multicultural directory24 citation eventsLists Sensis and Lopez Negrete. Crossmedia isn't listed. [U4]Check the directory's criteria and, if eligible, submit a profile.

Source Fimiliar's AI visibility research, 26 October to 3 November 2026. Company and source pages reviewed 5 November 2026. Citation events can repeat within an answer.

These sources suggest places to check and possible content improvements. They don't prove why any agency was recommended or omitted. Some lists are published by agencies that rank themselves first, so their editorial perspective also matters. The useful response is to review accuracy and relevance, rather than pursue every listing.

06Where you ask

The answer also depends on where you ask

Figure 2 · Tracked agencies

Six tracked agencies in the same audit

Share of the 329 evaluated answers that mentioned each agency.

Six tracked agencies in the same audit Horizontal bar chart of the share of the 329 evaluated AI answers that mentioned each of six tracked agencies: Tinuiti 22.8% (75 of 329), Horizon Media 21.6% (71 of 329), Crossmedia 18.5% (61 of 329), Wpromote 16.7% (55 of 329), PMG 15.2% (50 of 329) and Goodway Group 13.1% (43 of 329). Crossmedia is highlighted. The bar scale runs from 0 to 25%. Tinuiti22.8%75 of 329 Horizon Media21.6%71 of 329 Crossmedia18.5%61 of 329 Wpromote16.7%55 of 329 PMG15.2%50 of 329 Goodway Group13.1%43 of 329
Figure 2. Six of the 16 tracked agencies, measured against the same 329 evaluated answers. Several agencies can appear in one answer. These figures describe our test, rather than market share or agency quality.

Figure 3 · By AI engine

The same question set returned different results by engine

Share of answers on each engine that mentioned Crossmedia.

The same question set returned different results by engine Horizontal bar chart of the share of evaluated answers on each AI engine that mentioned Crossmedia: ChatGPT 34.5% (38 of 110), Perplexity 13.6% (15 of 110) and Google AI Overview 7.3% (8 of 109). The bar scale runs from 0 to 40%. ChatGPT34.5%38 of 110 Perplexity13.6%15 of 110 Google AI Overview7.3%8 of 109
Figure 3. Crossmedia appeared in 38 of 110 ChatGPT answers, 15 of 110 Perplexity answers and eight of 109 Google AI Overview answers. Source: Fimiliar research, 26 October to 3 November 2026.

Crossmedia's visibility varied between the platforms, which is another reason to look beyond an overall percentage. A useful ongoing review would measure each separately and read full answers too. The entertainment example included specialists outside our tracked competitor list, so that list is only part of the picture.

07Practical steps

Practical steps a business can take

Attractions and leisure and full funnel measurement

Attractions and leisure, and full-funnel measurement, would be useful places to start this review. Both connect relevant published experience with low visibility in the tested question. The order of further work should reflect the clients the agency wants to win and the evidence it can share. This audit doesn't measure how often buyers ask each question.

  1. 1. Keep the original questions and results so there is a clear starting point for comparison.
  2. 2. Review the pages and work already on the website. Improve a useful existing page before adding another one covering the same ground.
  3. 3. Speak to the people doing the work. Get the explanations and client permissions needed to publish something specific.
  4. 4. Connect the service explanation, relevant work and expert content so a buyer can move between them easily. Check that the pages are accessible.
  5. 5. Review the third-party pages appearing in the audit. Correct errors and ask for editorial consideration where the agency is a relevant fit.
  6. 6. Track the same questions again over comparable periods. Keep a record of what changed, including other content, PR and source updates.

Check whether the work is helping

Look for relevant mentions, accurate descriptions of the business and citations to useful pages. Where reliable data exists, track enquiries and qualified meetings too. Improvement should be assessed over time. A visibility change alone doesn't establish that one page caused it or that more business followed.

08The starting point

Ten questions are only the starting point

The value of a small audit is that it makes the next steps specific.

Crossmedia has relevant work and recognised strengths to build on. The areas identified here can be investigated and improved through ordinary content, evidence and website maintenance work, while tracking what happens next. A wider programme could find many more opportunities, but their scale and value would need to be measured.

The workbook sets out the page briefs and a 90-day plan for the opportunities in this audit. If you'd like to know what AI recommends when buyers look for a firm like yours, apply for a GEO audit.

Apply for a GEO audit

09Workbook

The Crossmedia workbook

The Crossmedia AI Visibility Action Plan turns the opportunities in this audit into practical work, using Crossmedia as the working example.

It includes:

  • Ten fixes from this audit, starting with attractions and leisure, and full-funnel planning and measurement
  • A page brief for each fix
  • Checklists to work through
  • A 90-day plan

It's designed to be useful whether a business does the work itself or with outside support.

The Crossmedia AI visibility workbook lying on a desk, next to a pen, showing 18.5% visibility across 329 evaluated responses

Free workbook (PDF)

Download the Crossmedia AI Visibility Action Plan

Download the Crossmedia workbook

Prepared by Fimiliar.

We help B2B service businesses become more fimiliar to the buyers they want to reach. Through research, expert content, authority building and relationship-led marketing, we connect visibility with commercial opportunities.

Fimiliar | Capture today's demand. Build tomorrow's pipeline.

10 · Methodology

How we ran the audit

We evaluated 329 AI answers to ten selected US buyer questions from 26 October to 3 November 2026. Crossmedia appeared in 61. Visibility is the share of evaluated answers mentioning the agency: 61 divided by 329, or 18.5% rounded to one decimal place. Repeated mentions within an answer do not increase that count.

The evaluated base comprises 110 ChatGPT answers, 110 Perplexity answers and 109 Google AI Overview answers. The first date has 90 recorded chats; subsequent dates usually have 30. The overall percentage gives each evaluated answer equal weight, rather than averaging daily percentages. These are repeated AI outputs, not independent survey respondents.

For the entertainment question, the raw chat list contains 33 records but the brand evaluation uses 32. The reason for that difference has not been resolved. We use the evaluated base consistently throughout. The audit does not measure market demand, lost revenue or the causal effect of content changes.

The ten questions

  1. 1.What is the largest minority-owned media agency in the US?22/33 (66.7%)
  2. 2.Which media agencies are a good alternative to the big holding company agencies?14/33 (42.4%)
  3. 3.What are the best independent media agencies in the US?14/33 (42.4%)
  4. 4.Which media agency should a financial services brand hire?9/33 (27.3%)
  5. 5.Which media agencies offer full-funnel planning with one measurement view across brand and performance?2/33 (6.1%)
  6. 6.Which media agencies help franchise and multi-location brands buy media?0/33 (0.0%)
  7. 7.How do I choose the right media agency for a national consumer brand?0/33 (0.0%)
  8. 8.Which media agencies are best for entertainment, travel and leisure brands?0/32 (0.0%)
  9. 9.Which agencies are best for multicultural media planning and buying in the US?0/33 (0.0%)
  10. 10.What are the best media agencies for hospitals and healthcare brands?0/33 (0.0%)

Audit data was retrieved and company sources checked on 5 November 2026. Later monitoring is excluded. Employee titles are based on the company people page and dated announcements. The client quote uses the role stated in its original announcement.

11 · Sources

Sources and further reading

Company and source pages were reviewed on 5 November 2026. Figures and charts are from Fimiliar AI visibility research, 26 October to 3 November 2026. The questions, evaluated bases and limitations are stated above. The individual answer example illustrates one response, rather than the full set of recommendations.

12Questions

What people ask about Crossmedia and AI search.

or pick the ones to ask your AI

How visible is Crossmedia in AI search?

In Fimiliar’s research, Crossmedia appeared in 61 of 329 evaluated AI answers, or 18.5%, across ten selected US buyer questions on ChatGPT, Perplexity and Google AI Overview from 26 October to 3 November 2026. It appeared in 22 of 33 answers about the largest minority-owned media agency, but wasn’t mentioned in the 32 answers we evaluated about media agencies for entertainment, travel and leisure brands.

Does Crossmedia appear differently on ChatGPT, Perplexity and Google AI Overview?

Yes. Crossmedia appeared in 38 of 110 ChatGPT answers (34.5%), 15 of 110 Perplexity answers (13.6%) and 8 of 109 Google AI Overview answers (7.3%). That’s a good reason to measure each platform separately and read the full answers, rather than relying on one overall percentage.

Which tracked agencies appeared more often than Crossmedia?

In the same test, Tinuiti appeared in 75 of 329 evaluated answers (22.8%) and Horizon Media in 71 (21.6%), compared with 61 (18.5%) for Crossmedia. Wpromote, PMG and Goodway Group appeared less often. Several agencies can appear in one answer, and these figures describe our test, rather than market share or agency quality.

How was AI visibility measured in the Crossmedia audit?

Visibility is the share of evaluated answers mentioning Crossmedia: 61 divided by 329, or 18.5%. The evaluated base was 110 ChatGPT answers, 110 Perplexity answers and 109 Google AI Overview answers to ten selected US buyer questions, tracked from 26 October to 3 November 2026. Repeated mentions within an answer do not increase that count.

What practical steps can a business take to improve its AI visibility?

Fimiliar’s Crossmedia audit points to six practical steps. Keep the original questions and results as a starting point. Review the pages and work already on your website. Speak to the people doing the work. Connect the service explanation, relevant work and expert content. Review the third-party pages that appear in the answers. Then track the same questions again over comparable periods.

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