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5 to watch this week in digital: Why Microsoft wants TikTok, ad transparency on Chrome & vegan brand’s meaty campaign

Microsoft have recently announced that they are interested in purchasing fast-growing app, TikTok and are currently in talks with the company and the US Government – which are anticipated to end no later than September 15. And a Leeds-based vegan food brand has launched a cheeky campaign to encourage more people in the UK to reduce their meat consumption.

Here’s our 5 to watch this week in digital marketing…

Meatless Farm’s provocative new advertising campaign

Leeds-based vegan food company, Meatless Farm has released their latest advertising slogan M*** F***, which they are calling a “light-hearted” campaign to encourage more people in the UK to reduce their meat consumption. According to market research company Nielsen, Meatless Farm’s sales have increased by 179% year on year. The cheeky campaign aims to build on their huge growth and to capitalise on the interest of plant-based alternatives during the lockdown. Their Chief Growth Officer said: “We felt the nation needed a bit of a lift as it’s been a tough time for everyone.” Read the full story here.

Ban advertising of high-polluting cars

A report by the New Weather Institute and climate charity Possible have suggested that advertising of sports utility vehicles, which emit more greenhouse gases than other cars, should be banned so the UK can meet its climate goals. The report states that ‘high-polluting cars are a threat to public health’ and that tobacco advertising was banned because of the same reasoning. You can read the full story here.

Microsoft’s potential TikTok takeover

Microsoft have recently confirmed that they have been in talks with video sharing app, TikTok discussing a potential purchase in the US. Despite TikTok’s evident growth, how would Microsoft benefit from taking over the app? With over 300 million active users, there would undoubtedly be a huge amount of data to gain from the platform. TikTok could also present new opportunities for Microsoft, influencing how other software and services are developed. You can read more here.

Google introduces ad transparency extension on Chrome

In order to increase advertising transparency, Google have launched a new extension for Chrome called ‘Ads Transparency Spotlight’. This new extension which can be downloaded for free on the web-store aims to “give people more visibility into the data used to personalize ads and more control over that data.” This feature shows how many ads are on the page you are on, how many platforms they’re served by and a list of entities with a presence on the page – this will also take you to a legal policy on ads and tracking. Read the full story here.

Pinterest’s shares and users continue to grow in Q2

Pinterest have distributed their results for Q2, which has seen shares closed up 36.13%, with total revenue of $272 million – a 4% year-over-year increase. The pandemic has encouraged more people to use the platform for at-home inspiration, such as cooking, cleaning, home improvement etc. As a result, Pinterest have reported that its global monthly active users have grown by 39% year-over-year to 416 million. Read the full story here.

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Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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