Welcome to our latest edition of 5 for Friday!

Read on for this week’s selection of the most relevant headlines pulled straight from our feeds – we hope you find them helpful.

Poll Offers Frightening View into Millennials’ Relationship with Smartphones

The bond between millennials and their smartphones has taken a scary turn.

According to a new survey conducted by UK app developers Tappable, nearly 10% would rather lose a finger than part with their device. And it doesn't end there...

“Almost a quarter (23%),” writes Tappable founder, Sam Furr, “would even sacrifice one of their five senses,” with smell cited as most common (64%), followed by sight (12%), touch (12%), taste (10%), and hearing (3%). Drinking (38%), traveling (16%), and sex (15%) were also deemed dispensable, as were shoes (26%), cars (20%), food (19%), heat (12%), vacationing (16%), and seeing family and friends in person (6%).

Yikes!

Consumers Prefer Incentivized Video Ads

The mixed feelings surrounding video advertising are among the topics addressed in a new study conducted by the Mobile Marketing Association, OpenX and MediaMath.

While described as “overwhelming” and “irrelevant,” many of the consumers polled admitted a preference to video ads that offer rewards. 65% claimed to have had this experience when playing a game; 31% on a music streaming service; 30% on a social media; 22% on a retail site; 20% on a video channel; and 14% on a news portal (14%).

The study also found a growing fondness for the format among marketers with 79% of the professionals queried touting the units as effective from reach, recall, cost and conversion perspective.

Months from Release, New Safari Update Draws Industry Fire

The added privacy settings planned for Safari's next update have industry watchdogs up in arms.

According to The American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, Interactive Advertising Bureau and Network Advertising Initiative, the tweaks to Apple’s popular browser (which is scheduled to be released in September), will “erode advertisers’ ability to reach their customers with relevant advertising,” and have a negative impact on anti-fraud efforts.

Announced at last month's WDC, the forthcoming version of Safari (which has long blocked cookies set by ad networks and other third parties by default) will address concerns over privacy while making it “harder for companies to use digital fingerprinting techniques to track people.”

“The changes announced by Apple,” says the consortium, “will block tools used to support many online functions, including content personalization and advertising by forcing users to click through new popups to allow those tools to share their information. In doing so, Apple is adding to the pop-up blizzard, while depriving those websites of advertising revenue associated with those user visits.”

A development to watch closely, for sure.

Events to Feature Prominently in Google Search Results

“If you’re on the hunt for activities to fill your summer calendar, we’re making it even easier to find events in Search.”

So begins the latest blog post  by Google Search Product Manager, Emily Fifer. In it, she details the search giant's latest update which is designed to connect seekers with events (like concerts, festivals, classes, and exhibits) they might enjoy.

Searching, for example, for “free concerts” would return a list (aggregated from a variety of sites and sources) along with key details (like cost, venue reviews, time, and location) about the happening right in one's search results. There’s also a “For You” tab that refines results based on personal interests.

The new service is expected to roll out “over the next few days.”

Facebook Suffers “Worst Day Ever” as Stock Price Takes a Dive

With revenue forecasts failing to wow investors, Facebook's stock took a significant hit on Thursday.

Amidst questions about regulatory pressures and the Network's ability to continue to attract advertisers fueling the fire, Facebook lost more than $120 billion in market capitalization, with shares falling nearly 20%.
“Investors have been counting on revenue from Instagram to overcome stalling usage of Facebook’s core app” wrote Reuters' Paresh Dave. "But the gap it has to fill has widened sooner than expected.”

While Instagram and Facebook users may see same number of ads, Instagram's cost-per-unit is nearly half of Facebook's due, in part, to the “limited number of advertisers vying for spots.”