TLDR MARKETING 2025-07-11

OPENAI TO RELEASE WEB BROWSER IN CHALLENGE TO GOOGLE CHROME

OpenAI plans to launch an AI-powered web browser that integrates chat features and AI agents capable of completing user tasks like filling forms or booking reservations. The browser could give OpenAI access to key user data that fuels Google's advertising business, which accounts for nearly 75 percent of its revenue. Chrome holds more than two-thirds of the global browser market, while OpenAI's ChatGPT has 500 million weekly users and 3 million business subscribers. The browser is built on Google's Chromium code and is part of OpenAI's broader push to expand its services and compete more directly with Google.

INSIDE THE DISNEY-ITV DEAL: HOW CONTRASTING CORE AUDIENCES HAVE BOSSES “PLANNING FOR SUCCESS”

Disney and ITV will begin cross-promoting each other's streaming content on July 16 through curated sections called “Taste of ITVX” and “Taste of Disney+.” Disney+ users will get access to ITV titles like Love Island and Spy Among Friends, while ITVX users will see shows like The Bear and Andor. The deal is based on complementary audiences, with Disney+ skewing under 34 and ITVX skewing over 45. Disney expects the partnership to boost sign-ups and engagement, and plans to pursue similar arrangements with other European broadcasters.

HOW TO BUILD AN IRL EVENTS STRATEGY

In-person events can be powerful marketing tools, but only if they align with a startup's audience, go-to-market motion, and existing strengths. Events should be evaluated like any other marketing channel, using clear frameworks that consider fit, expected ROI, and whether the team has the right resources to execute well. Success depends on treating events as full campaigns, with strong creative, content, and follow-up. Coverage and composition are key to choosing the right events: high coverage brings reach, while high composition ensures relevance. Events fail when handled by the wrong people, are overly sales-driven, or lack brand alignment, so thoughtful planning and execution are critical.

SCALE AI: HOW A $14B BRAND BUMP IMPACTS ORGANIC SEARCH PERFORMANCE

Scale AI's growth in search visibility is closely tied to its exploding product and brand presence. Scale's brand strategy has positioned it as essential AI infrastructure, using high-profile partnerships and credibility signals to dominate organic and generative search. Meta's $14.3 billion investment in the company triggered a 140% increase in traffic and resulted in 93,000 backlinks. Its homepage now receives 80% of all organic traffic, while product pages reinforce trust and credibility to optimize for high-intent users. Scale also gained significant visibility in generative engines like ChatGPT and Perplexity, with ChatGPT alone accounting for 25% of its web referrals last month.

QUICK LLM-OPTIMIZATION EXERCISE

When asked how to optimize for LLM, a starting point is to see how your brand is currently represented by ChatGPT. Begin by prompting with “What is [your brand name]?” and review if the description matches your current offerings or if it's outdated. Check the sources ChatGPT uses, update or remove old content to align with your latest messaging. Then repeat the process with common prospect questions.

Read the Delve case study.

PROFOUND

Profound helps brands understand how AI impacts their online presence. It monitors brand mentions, citations, and search volume, showing how AI platforms present a brand. Features include dashboards for AI crawl activity, share-of-voice insights, and competitive analysis. Brands can discover top questions, create content briefs, and optimize answers to increase AI visibility.

WHAT PEOPLE ARE VIBE CODING

This piece features over 50 examples of tools built by non-technical people. Projects include apartment delivery buzzers, meal planners, parenting apps, Chrome extensions, and productivity tools. Many began by describing their ideas in plain language and refining them through iteration. Popular platforms include Cursor, Claude Code, Replit, and Lovable, along with v0, Bolt, and ChatGPT. While most tools solve personal needs, many also end up benefiting others. Chrome extensions are especially common, and women are well represented in this growing space.

EXACTLY WHAT TO MEASURE WITH LIFT-BASED MARKETING INVESTMENTS

Traditional attribution models are no longer reliable due to privacy laws, ad blockers, and fragmented customer journeys. A better way to measure results is through lift-based testing. This approach tracks the increase in conversions or engagement after a specific tactic begins. It compares results against a baseline to show real impact. The process starts with measuring exposure, such as impressions. It then looks at engagement, like replies or subscriptions, followed by conversions or sales. Testing different tactics over time reveals what actually works.

HOW ALAMO DRAFTHOUSE MADE GOING TO THE MOVIES COOL AGAIN

Alamo Drafthouse redefined the movie theater experience by treating film as a cultural event rather than passive entertainment. It earned national acclaim through unique programming like live-scored silent films, curated pre-shows, and interactive comedy events. By 2012, it ran Austin's three highest-volume restaurants and reported over $12 profit per person, far exceeding traditional theaters. Its acquisition by Sony in 2024 confirmed its lasting influence, as it continues to thrive by building local communities around film rather than copying industry trends.

TIKTOK REFUTES REPORTS THAT IT'S DEVELOPING A SEPARATE US VERSION OF THE APP

TikTok has officially denied reports that it's building a U.S.-only version of its app, as part of its efforts to remain in America following the forced sell-off of the platform.

4 MUST KNOW AI PROMPTS

Prompts for competitive analysis, account based marketing, and newsletter links.

STATIC ADS THAT SELL

3 static ad examples that focus on consumer psychology to drive conversions.