The chairman of the UK's new sharing economy trade body has claimed it will take 10 years for the industry to go mainstream, despite recent moves by large corporations to adopt the radical model. According to Debbie Wosskow, who created Sharing Economy UK (SEUK) three months ago to support and monitor businesses working within the nascent industry, the sharing economy will follow the same growth trajectory as the online travel boom 20 years ago.

Internet television services such as Netflix and Amazon are "challenging the very premise of mandatory fees" for the BBC and other public broadcasters, according to a major study of the global media sector. The rise of streaming is altering the landscape of the television industry, the report by PwC said, contributing to "unprecedented pressure" on "the notion of the public licence fee."

Coca-Cola Great Britain has unveiled the next phase of Choose Happiness, the first campaign under its new "one brand" strategy. Following on from the "What Are You Waiting For?" TV ad released last month, the brand yesterday launched 'Choose Coca-Cola' -- a new ad which showcases its full range. Created by Ogilvy Amsterdam, it aims to brings to life the characteristics of each variant together for the first time. The ad also references the heritage of the brand and includes an array of cultural moments across the decades,

Instagram, the photo-sharing site, is making it easier for businesses of all sizes to buy ads on the app, and helping brands target their audience better. The site will allow advertisers to reach users based on demographics and interests. Users will also be given greater control in being able to choose which ads they would like to see. Instagram says that brands are looking to target their ads in more effective ways to reach people "not just because of their age, location and gender, but because of the people, places and things they love."

Cycling equipment e-tailer Wiggle is set to make its online ads smarter with facial recognition software to optimise its content toward audiences who are responding favourably. The software measures engagement through facial micro expressions. Once the video advertising is live, users are prompted to participate using their own web cams, where the ad can be viewed across multiple devices. It then measures the viewer's emotional reactions to Wiggle's messaging and creative resonance by tracking key emotions.

Pinterest is seeking to commercialise its service with the introduction of a "buy" button, enabling its 70m active users to instantly purchase products whilst browsing the site. The commerce link is just one of a range of new "action buttons" planned for the social media site's new developer platform whose varieties also include a "wish list" tab to save content for purchase on Amazon later.

Marketplace quality is regarded a "serious" issue in the programmatic trading environment by the majority of the industry, according to an ExchangeWire study exclusive to The Drum. The study surveyed 183 senior marketers in March, revealing that 94% of respondents cited marketplace quality as either a "very serious" (45%) or a "somewhat serious" (55%) issue. Over the last year ongoing issues such as fraudulent traffic, viewability and brand safety in the programmatic trading environment have come increasingly under the microscope.

The average time that global consumers spent reading newspapers shrank by 25% between 2010 and 2014, according to research from Zenith Optimedia. The "Media Consumption Forecasts" report surveyed media consumption in 65 countries, finding that people spent 492 minutes a day consuming media in 2015. In the four-year window, Internet use grew by 11.8% but traditional media consumption decreased from 402.2 to 375.8 minutes. Newspaper reading time is predicted to decline by 4.7 percent a year until 2017.

Lego looks set to clash with Microsoft's world-building game Minecraft upon the impending release of its blocky adventure game, "Lego Worlds." The Danish toy brand, known for sparking the imaginations of kids and supposed adults, has released Lego Worlds on the PC. The game seems to have replicated much of the critically acclaimed gameplay features that secured Minecraft as a kids' favourite internationally throwing appealing aesthetic, compelling creativity and engaging multiplayer gameplay into the mix.

Online fashion retailer Very.co.uk has kicked off a location-triggered mobile campaign that suggests particular items of clothing or accessories based on the weather. The campaign -- which was created by agency Somo and ran over the weekend -- recognises users' precise locations, accesses local weather data, and then deploys creative and messaging based on conditions. The dynamic ads target consumers with relevant products they can buy from Very.co.uk, such as sunglasses if it is hot and umbrellas if it is wet.