Articles from AdWeek Advertising and branding

Some native advertising on publisher sites works extremely well. Most does not. Around two thirds of people who reach typical content will be engaged for more than 15 seconds, but on native content that drops to one third. Only 24 percent scroll down a native advertising page at all, compared with 71 percent for normal content. Less than one third of those people that do engage will make it past the first third of the article.

SensaBubble sounds (and looks) like something Wile E. Coyote would use in his Sisyphean pursuit of the Road Runner, but it's actually a real idea that could become a popular new toy among marketers and event planners. Developed by a team at the University of Bristol’s Department of Computer Science (which explains the intense jargon in the video below), SensaBubble creates bubbles filled with a scented fog, then blows them into the air.  When popped, the bubbles release aromatic puffs that linger in the air.

Drinking is fundamental. With that thought in mind, DDB New York and WaterIsLife have authored a "Drinkable Book" that not only educates at-risk populations on sanitation and hygiene, but also provides a means to purify contaminated water. The pages are coated with microscopic particles of silver. When water passes through, more than 99 percent of harmful bacteria—like cholera, E. coli and typhoid—are destroyed, and the resulting liquid is safe to drink. Dr. Theresa Dankovich, a chemist, invented the paper.

In a kind of low-fi version of Jay-Z's celebrated Decoded outdoor campaign, Coldplay has been promoting its new album, Ghost Stories, with a worldwide scavenger hunt—hiding lyric sheets in Chris Martin's handwriting inside ghost stories in libraries around the world. Clues were given out on Twitter. The lyrics were hidden in nine different countries, one for each song on the new record. Eight of the sheets have been found—in Mexico, Singapore, Finland, Spain, England, New Zealand, Ireland and the U.S.