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Advertainment Weekly: Ford fights divorce

This week, we investigate changing consumer trends and how companies are responding, starting in Barcelona at Mobile World Congress with seven key takeaways from the weeklong event. Meanwhile, B2B companies are upping their game, Under Armour is adapting to the changing habits of its target audience and OpenX releases a new solution to help mobile publishers fill their ad spaces. For your advertainment, Ford brings us an emotional ad series that tackles the difficult topic of divorce.

Seven mobile trends that will change how consumers and brands interact

In case you missed it, Mobile World Congress was this week in Barcelona, where industry leaders came together to talk about the mobile future. What were the key takeaways? AdAge shares insight on what they have gleaned so far to help us prepare for mobile to become the epicenter of our connected universe.

As digital natives reshape B2B buying processes, marketers must up their game

Millennials are the first generation to be natively acquainted with the digital space. As such, the experience that they expect from the brands that pitch them is mobile friendly and readily available. With this in mind, B2B marketers must ensure that all efforts are expanded and optimized to the mobile world. Read the full story on The Drum.

OpenX launches bidder solution for in-app inventory

Another player enters the mobile marketplace. Mobile Marketing Magazine reports that OpenX, a programmatic marketplace provider, has released a new Bidder for Apps, which will act as an extension for the company’s current bidder solutions for desktop and mobile web. The idea is to create a higher fill rate for app publishers by increasing competition for mobile app inventory.

Under Armour explains why it’s moving more of its ad budget away from TV

This week, Under Armour opened up about its marketing budget and where it plans to spend future dollars as a result of consumption changes for aspiring athletes. Surprise surprise! The famous sportswear brand found their target audience lives on mobile. And so, the time has come to shift away from TV. Business Insider got the inside scoop.

Familien

Divorce is a difficult subject and most advertisers steer clear of the subject. Ford Denmark drives right to the middle with a 3 part short film by creative agency Very that follows one family’s experience. Despite the difficult and lonely time, one thing remains constant.

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