Month: July 2024

The Olympic Games is undeniably a major brand marketer moment. And lately, marketers have been eyeing everything from women’s sports to Formula One races as opportunities for growth, making sports marketing more competitive than ever.

Still, brands are throwing money at the games, including the likes of Powerade, Reese’s, Old El Paso and, of course, Nike. The athletic retailer in particular has already shelled out nearly $143 million in advertising dollars from January through May this year, even before the Olympic Games start, according to data from MediaRadar. That figure is up 10% year over year from the $130 million spent during the same period in 2023.

Nike, which didn’t respond to comment on this story, told Reuters that this year’s Olympics were its “biggest” spend yet. In 2021, Nike spent an estimated $39 million on advertising during the Summer Olympics in Tokyo, per MediaRadar’s data.

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GoDaddy has been known for its irreverent and racy spots with models — perhaps, most notably, its Super Bowl ads featuring former professional race car driver and model, Danica Patrick, back in 2010. It could be fair to say the web hosting and domain registration company knew how to make waves in the sports marketing space.

But the company has sat out of the Big Game for the last few years. It’s also moved away from its cheeky, sports-related spots to focus on small businesses and entrepreneurs, said GoDaddy CMO Fara Howard. 

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The political advertising ripple effects of Sunday’s presidential race shakeup are already being felt. 

With President Biden dropping out and quickly backing Vice President Kamala Harris for the nomination ahead of the Democratic National Convention in August, marketers and agency executives believe the Democrats’ advertising and marketing strategy will shift to focus on winning the youth vote. While the communication strategy for the Democrats already included robust digital and social media placements that have become table stakes (as well as a hefty meme palette and influencer marketing), those efforts will likely only increase in the weeks to come.

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In the never-ending quest to answer the famous Wanamaker question — I know half my advertising is working, I just don’t know which half — media mix modeling was hailed for years as a possible solve, but it always took a long time before one could see the results of what MMM uncovered.

In the post-Covid world where the fate of third-party cookies has had the industry on an emotional roller coaster and where time is more of the essence than ever before, newer attempts at media mix modeling (or the broader marketing mix modeling, which examines all marketing tools not just media channels in media mix modeling) are more accessible to mid-market and smaller clients, not just huge multinational corporations.

Advances in cloud computing and machine learning have helped to democratize marketers’ abilities to use MMM. There’s also just a need for marketers to have greater transparency into the effectiveness of media planning and media measurement. Because of the greater pressures on marketers to spend more efficiently and effectively —take your pick of the reasons for that, from financial and inflationary pressure to greater competition — agencies need to ensure their clients can more clearly understand the outcomes from the work they do on marketers’ behalf.

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Google has just announced that it won’t get rid of third-party cookies in Chrome. Ad executives are left wondering if they can finally stop stocking up on antacids.

The pivot, revealed yesterday, caught many by surprise — not because they believed Google’s cookie deprecation plan was foolproof, but because Google had sworn it would happen, regardless of the multiple delays.

Three delays, to be precise, since 2020. And with each delay, the new timeline for getting rid of cookies only got vaguer, fueling growing cynicism among ad execs. Google did try to smooth things over, to be fair. There were grants for some, meetings with its Privacy Sandbox’s development team for others. But these efforts often felt insufficient to really calm anyone’s nerves.

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Some ad execs were relieved to learn that Google’s approach to third-party cookie deprecation would not be an all-or-nothing strategy that still prioritizes consumer privacy, while others were angry.
Google plans to keep third-party cookies for those who don’t want to disable them, but will roll out a new solution allowing them to decide how and when to protect their privacy in Chrome.

Snapchat has partnered with Lincoln Center to help artists bring their sculptural works to life via the company’s custom location augmented reality lens technology.

Google has approached EssilorLuxottica about integrating its Gemini AI into future smart glasses, according to reports from The Verge,

A federal judge has dismissed a privacy lawsuit alleging that the company’s analytics tool collected sensitive data from health care sites.