Technology campaigns are leading the way this week, some notable news from Google, adyoulike and Facebook and some great commentary around how the industry needs to focus on quality, not just quantity.

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Notable Stories this Week

  • Alphabet Inc.’s Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser.
  • ADYOULIKE, the leading in-feed native ad platform, announced a new strategic partnership with Sizmek, the open ad management company for multiscreen ad experiences, allowing advertisers and agencies to deliver personalised native advertising campaigns across the StrikeAd by Sizmek platform.
  • The Native Ads subcommittee of the Interactive Advertising Bureau’s (IAB) OpenRTB Project has released new features including dynamic creative optimization (DCO), support for third-party ad serving, privacy flags, and new event tracking options.
  • Announced at the annual F8 developer conference, Facebook planned to integrate Spotify and Apple Music into its Messenger service, and the native support for the two music streaming services will be deployed “very soon”.

Campaign of the Week

  • Huawei launched ‘Leading New ICT: The Road to Digital Transformation‘ on CNN. The article introduced the Internet of Things (ICT) and digital innovation and highlighted Huawei’s strong presence in the growing sector.
  • Dell introduced a slideshow on The Story Behind the Photos. This is a chance for people to get a glimpse at the emotion and story behind photos, and the Dell brand is strongly emphasized in the content through logos, colours and layouts as well as supporting banners.

Smartest Commentary

  • ‘Marketers and advertisers are besotted by numbers — bigger is better. When it comes to data, like most things in life, quality tops quantity.’ – Robert Strohfeldt, Creative Director at Strohfeldt Consulting Group
  • “Ad blocking is a symptom of a larger consumer issue. The solution has to be a better consumer experience.” –Jason Kint, CEO of Digital Content Next (DCN)
  • “The reason stories are important for brands is because of the way that human beings build relationships with each other and make each other care which is through stories. Our brains are wired to create empathy.’ –Shane Snow, CCO & Founder at Contently
Datapoints of Note 
  • UK digital ad market grows 17.3% to £10.3bn last year, 94% of the growth in the UK advertising market went to search engines and social media. Google and Facebook are reckoned to control about 90% of each market, meaning the US giants accounted for the vast majority of the growth in UK online advertising.
  • Approximately 70% of people surveyed about an article in the New York Times thought a native ad was an actual article. (link)
  • eMarketer predicts 1 of every 3 internet users will use ad blockers by 2017, more than twice the 15% that did in 2014.
  • Branded Content 100 publishers globally will collectively generate $3 billion in branded content digital revenue in 2017.

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