LinkedIn is launching its first UK brand campaign, aiming to drive brand perception and engagement about its 15m British members. The month-long campaign, created by LinkedIn in conjunction with BMB, will feature PR, content and social elements including Facebook, Twitter and YouTube. The 'What's Your Dream' campaign is designed to reveal stories of how the site has helped members' careers and features that help users get the most from the service.

Video advertising on social and news sites is expected to grow by nearly a quarter every year for the next five year, according to PwC's Entertainment and Media Outlook report. Video, it concludes, will be the fastest-growing form of advertising formats, growing from GBP316m this year in the UK to GBP717m by 2018. The growth will outstrip even the 17% yearly rise in mobile advertising. The result will be a heightened battle between traditional media and the likes of Google, Facebook and Twitter.

Apple looks set to enter a new era of "openness," experts believe, following the launch of health-tracking software HealthKit and a new smart home platform, HomeKit, at its Worldwide Developers Conference Monday night. Lea Simpson, strategy director at digital marketing agency TH_NK, says new partnerships show a more open Apple: "For marketers this openness changes the opportunity quite significantly. We should shift our thinking from working with the Apple ecosystem to working with Apple."

The revenue split between ISPs, online entertainment services and digital marketing is set to tip more in favour of those providing online access and streaming, "The Financial Times" reports today. In a PwC report due out tomorrow, figures will show the overall global industry will grow to be worth $2.5 trillion by 2018. The report claims that largely due to mobile, spending on Internet access will increase at a faster rate than both consumer and advertiser spending.

Auditors do not understand performance-based marketing tools and methods such as programmatic buying and viewability, and so there is a mismatch between auditors' and marketers' versions of budgets and ROI. The World Federation of Advertisers has published research that shows marketers believe auditing of campaigns is essential, but there is no current agreed-upon way of measuring programmatic, leaving brands with "inauditable" impressions.

After pulling digital into a specialist innovation unit in its last restructure in 2011, Diageo is now putting the capability back in the hands of individual brand teams. The hub had been formed to accelerate its adoption of digital, but now Diageo believes best practice guidelines are well developed enough to integrate digital back into its global and local teams.

"The Wall Street Journal" is reporting that Google is primed to spend $1bn on a fleet of 180 satellites that will beam Internet services to the developing world. They will sit in a lower orbit than those that beam television services, such as BSkyB. The project is being led by Greg Wyler, a satellite communications expert who founded o3b Networks and who, reports suggest, reports directly to Google's Chief Executive, Larry Page.

Real-time marketing will bring out the most fierce competition between brands during the World Cup, according to Castrol. Its 'Footkhana' ad, featuring brand ambassador and Brazilian football star Neymar Jr in a battle of skills with rally driver Ken Block, was, until recently, the most-shared social video from a sponsor so far, according to figures from Unruly. The lubricant brand will seek to reach out to second screeners during games with data analysis of which players are having the biggest impact.

Vukunet, a system that automates out-of-home buying, planning, delivery and optimisation in real-time, is being trialled by MediaCom and Clear Channel UK at 40 shopping centres across the country. Dirk Huelsermann, head of Vukunet EMEA at NEC Display Solutions Europe, said: "Our aim is to not only make it easier for agencies to book campaigns now, but in the future to connect our platform to online ad-serving platforms and open up new advertiser opportunities."

Research suggests that video streaming on mobile devices will rise by 40% during the World Cup as fans watch full matches and highlights. Figures from Wandera's Mobile Data Gateway suggest there will be an increase in streaming compared to the 2010 competition. Then, mobile data leaped 24% and video streaming rose 22% with YouTube streaming rising by 32% the morning after each match.