This week, big tech laid out its ambitious vision for an AI-driven future, while major brands re-evaluated their ad strategies from the ground up. We also saw how creative, multi-platform partnerships are setting a new standard for brand integrations. Here’s what you need to know.
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Meta’s Q2 Earnings Reveal AI’s Growing Impact
Meta’s Q2 revenue jumped 22% year-over-year, with the company crediting its AI-powered recommendation engine for boosting ad conversions and user time on platforms. CEO Mark Zuckerberg also shared a bold vision for “superintelligence,” suggesting AI that surpasses human intellect is now in sight and will be central to Meta’s future. For advertisers, this signals a deeper integration of AI into creative, targeting, and campaign performance.
Published: July 31, 2025
https://www.marketingdive.com/news/3-stats-from-metas-q2-as-zuckerberg-shares-superintelligence-vision/756376/ -
Shake Shack Pivots to Paid Media to Drive Growth
In a significant strategy shift, Shake Shack announced it will increase its paid media spend to sustain sales growth and differentiate itself from fast-food competitors. The company, which has historically relied on earned media and word-of-mouth, is now looking to build its brand identity through more aggressive, scaled advertising. The move highlights a broader trend of fast-casual brands investing in paid media to capture market share.
Published: July 31, 2025
https://www.marketingdive.com/news/shake-shack-same-store-sales-growth-ad-strategy/756460/ -
Disney Showcases Multi-Platform Power with ‘Project Runway’ Integrations
Disney is leveraging its entire ecosystem for the new season of “Project Runway,” setting a record for brand integrations on a Freeform show. Partners like Ulta Beauty and Calia by Dick’s Sporting Goods are featured across Freeform, Disney+, and Hulu, utilizing everything from in-show challenges to commerce-driven ads. This approach demonstrates the immense value of multi-platform reach for creating immersive and effective brand campaigns.
Published: July 31, 2025
https://www.marketingdive.com/news/disney-brand-tie-ups-multi-platform-reach-for-project-runway/756404/ -
IAB Tech Lab Warns AI Browsers Could ‘Strip-Mine’ the Open Internet
The IAB Tech Lab issued a warning about the potential threat AI-powered browsers pose to the digital advertising ecosystem. The concern is that these browsers could summarize content for users without them ever visiting the publisher’s website, thus “strip-mining” the open internet. This could disrupt the ad-supported model that many online publishers rely on for revenue.
Published: July 31, 2025
IAB Tech Lab warns: Don’t let AI browsers ‘strip-mine’ the open internet | The Current -
Lunchables Taps into Nostalgia with “The Lunchables Effect”
Lunchables launched its first major campaign in years, focusing on the brand’s “cool factor” for the back-to-school season. Inspired by social media conversations and Reddit threads reminiscing about the product, the campaign aims to connect with both kids and parents by leveraging nostalgia. It’s a prime example of a brand listening to its audience to inform its creative strategy.
Published: July 31, 2025
https://www.marketingdive.com/news/lunchables-boasts-its-cool-factor-for-back-to-school-campaign/756269/
Tools & Tips
- Google Ads Editor 2.10: Google’s latest Ads Editor update includes several requested features, such as the ability to add campaign-level negative keywords to Performance Max campaigns and opt out of device types with a -100% bid adjustment, giving advertisers more control.
- Meta’s Advantage+ GenAI Creative: Meta rolled out new generative AI features to help advertisers scale creative production. The tools can automatically apply brand logos and colors, turn static images into simple videos, and create custom sticker CTAs for Reels.
Fun Fact
The term “soap opera” was coined because early radio dramas in the 1930s were often produced and sponsored by soap manufacturers like Procter & Gamble and Colgate-Palmolive to market their products to a predominantly female audience.
We’d love to hear from you!
Have you participated in any advertising events or utilized new advertising tools recently? Share your experiences or insights with us—we’re featuring selected community voices in next week’s edition.