July Marketing News — 8 News Bytes You Must Know
You’re busy with things- we get it. You can’t cover all of the news. Let us help. We will wrap July marketing news for you without letting you juggle between tabs and news articles. Sit back, relax, and read the latest developments that could bring you up to speed with latest emerging trends and insights.
Byte 1: Google, Team USA, and NBCU teamed up for the Paris Olympics
Have you heard the latest buzz around Google and Olympics? Google, the search giant, has teamed up with NBCU and Team USA for the Paris Olympics coverage, marking the first time it has partnered with the United States national sports team. The goal? To supercharge the viewing experience using Google’s cutting-edge technology. Imagine enhanced 3D broadcasts thanks to Google Maps’ photorealistic 3D tiles and social media promos powered by Google Lens and Gemini. Experts could expect the immersive approach to be one of the most groundbreaking marketing moves in sports broadcasting history.
Byte 2: Digital video ads are champions, yet advertisers in a pinch, IAB report claimed
In a twist that’s shaking up the digital video world, advertisers are shifting gears, prioritizing business outcomes like sales and store visits as key performance indicators (KPIs) for their video campaigns. This marks a break from the past, where video was all about reach. But there’s a hitch—the IAB report reveals that measurement tools for performance advertising in video are still playing catch-up, with two-thirds of buyers feeling the pinch.
On a brighter note, the shift to alternative measurement methods is gaining steam, with 89% of advertisers testing or using new solutions. As the IAB predicts more cash flowing into the most prominent digital video channels this year, advertisers are looking at gross rating point models such as Nielsen and transacting in alternative currencies.
Byte 3: Motorola’s entirely-AI made video surfaced, and the brand paused comments on YouTube
Motorola France has launched a futuristic, entirely AI-created campaign to promote its folding smartphones, but it hasn’t quite hit the mark with audiences. The 30-second ad on Motorola France’s YouTube channel has garnered just 11K views since its launch, and the comment section is currently paused. The campaign features over a dozen stylish looks worn by virtual fashion models in various settings, all set to an AI-generated soundtrack that includes the familiar “Hello Moto” jingle. Despite the high-tech approach, the controversial creation hasn’t captured widespread attention.
Byte 4: Nike launched its bold ‘Am I a Bad Person’ campaign, featured LeBron, Kobe, Serena
Nike’s latest campaign, “Am I a Bad Person,” has been a massive hit since its launch on YouTube, racking up over 2 million views in just ten days. Voiced by Hollywood celebrity Willem Dafoe, famous for his Green Goblin character, the video features star athletes like LeBron James, Serena Williams, Sha’Carri Richardson, Cristiano Ronaldo, and the late Kobe Bryant. The campaign delves into the fierce desire to win, the lack of empathy on the field, and the relentless passion to be a victor every time.
While the star-studded video has captivated many, it hasn’t escaped criticism. Athletes like Kevin Durant and numerous social media and YouTube commenters have voiced their disapproval. Amidst the narratives, Nike’s bold message continues to spark conversations about the nature of competition and the drive for winning.
Byte 5: Popular ‘Share A Coke’ campaign resurfaced with a twist
Coca-Cola’s iconic “Share a Coke” campaign, which has been around for over a decade, is back with a refreshing twist. On July 10th, the company launched “Diet Coke Break by [Name],” personalizing Diet Coke cans and bottles with 150 different names to give them a unique touch. The goal? To elevate the classic Diet Coke break. Each pack features the usual Diet Coke trademark and the word “Break,” adding a fun new spin to your favorite beverage.
Previously, Coca-Cola promoted Diet Coke through campaigns like “Love What You Love, By You.” Now, they’re spicing things up with the personalized Diet Coke Break.
Byte 6: Layoffs in marketing workspace, A.I. may take up the roles
The latest emerging trends in layoffs are pretty intense. Let’s start with the Magic Leap, an augmented reality (A.R.) startup, has axed its entire marketing and sales department, cutting 75 employees.
TikTok is also making significant cuts to its global operations and marketing department, with the full impact yet to be analyzed.
AWS (Amazon Web Services) plans to eliminate several hundred jobs in its sales, marketing, and global services departments.
Meanwhile, IBM announced plans to replace 8,000 jobs with AI while continuing to slash marketing and communication staff.
Another software company, DocuSign, has given the green light to eliminate 6% of its workforce, primarily in the sales and marketing divisions.
Byte 7: Apple put a 30 percent fee on Meta ads globally
Starting July 1st, Apple expanded its 30% fee on Facebook and Instagram ad revenue via iOS to a global scale after initially rolling it out in the United States in February 2024. This move could shake up digital advertising costs and strategies for businesses of all sizes. While E.U. regulators and a U.S. judge have slammed the fee as anti-competitive, Apple insists it has the right to charge. The ongoing battle between tech giants might reshape mobile advertising and ramp up scrutiny of Apple’s App Store policies.
Advertisers can dodge the fee by making ad purchases via desktop web browsers.
Byte 8: Netflix V.P. of ad-sales exit the brand despite good numbers in the book
Pete Naylor, Netflix’s vice president of ad sales, has left the company following the announcement of Netflix’s second-quarter earnings in July. Naylor had been in the V.P. position since August 2022, coinciding with Netflix’s launch of its ad-supported subscription tier in November of the same year. Despite the 34 percent membership growth in Netflix’s ad-tier plan this quarter compared to the last, now accounting for 45 percent of all Netflix signups in markets with the advertising tier, his departure is unknown. Even Netflix’s 2024 Upfronts were ambitious, focusing heavily on ad-supported subscriptions.
