Rob Kurfehs

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• The New Age Of Digital Advertising in Marketing Insider on 04/11/2018
  

  As of late, headlines have been trending in the advertising world that would make any Luddite proud. P&G recently made the claim that reducing its "digital" ad spending by $200 million actually resulted in greater reach. And Unilever, having steadily reduced its digital ad spending, has taken cuts a step further as an ethics statement against the duopoly of Google and Facebook.

• The Two Big Winners Of 2014: Streaming And Programmatic in Video Insider on 01/06/2015
  

  2014 was a big year for video. Major shifts happened in the way media was purchased as well as served. These shifts will serve to change an entire industry in the upcoming years.

• Winning The Cyber Monday Wars in Video Insider on 11/26/2014
  

  While Cyber Monday has a relatively short history, providing marketers with scant perspective on which to draw, its incredible growth implies that retailers without a solid Cyber Monday strategy better prepare for a long, cold winter.

• Is NFC The Next Big Opportunity For Video Advertising? in Video Insider on 11/05/2014
  

  In Steven Spielberg's 2002 film "Minority Report," a pre couch-jumping Tom Cruise plays a hero cop in a dystopian 2054 America. One of the more memorable details in the film (perhaps owing to its chilling implications) was the presence of retina-scanning billboards that beam custom-tailored ads directly into one's skull. (You can watch the scene here.) If you know anything about near-field communication, though, you probably won't be surprised to learn that this technology, albeit in a slightly less Orwellian form, has hit the streets 40 years earlier than Spielberg predicted. All of this is to say that as science fiction makes its inevitable transition into science fact, there will once again be enormous opportunities for those agencies and brands that are among the first to stake a claim on this new digital frontier.

• Creative Crowdsourcing: Whom Does It Really Benefit? in Video Insider on 10/06/2014
  

  While more and more brands are beginning to embrace campaign crowdsourcing, creatives are growing wary of what may prove to be a very lopsided deal.

• Content Production And The Agency Of The Future in Video Insider on 09/11/2014
  

  In the past decade, social media has risen from nothing more than an obscure dorm room pastime to nothing less than a cultural revolution. As the eyeballs of so many influencers and potential consumers continue to turn en masse toward digital content, agencies must embrace new paradigms faster than ever before. Nowhere is this more true than in the area of content production. The agencies that deftly adopt and integrate these new content production models will become the agencies of the future. Those that do not will become Sterling Cooper Draper Pryce.

• Facebook's Video Quality Problem in Video Insider on 08/07/2014
  

  Despite YouTube's dominance, online video is a hotly contested space. As social networks and streaming content providers fight for eyeballs, perhaps none are fighting harder for a bigger share of audience than Facebook. However, there are some fundamental challenges in place.

• 2014 Emmy Nominations Validate Viewing Format Revolution in Video Insider on 07/21/2014
  

  Last year, Netflix made history by being the first online-only content producer ever to be nominated for (and inevitably win) an Emmy award. The trend continued for the provider's original streaming content, with a Golden Globe win for Robin Wright's "House of Cards" performance, and a Best Documentary Feature Oscar nomination for "The Square." This was big news for Netflix, and even bigger news for showcasing a major shift in how entertainment is consumed.

• Context: New Standard For Online Video Advertising in Video Insider on 06/30/2014
  

  Context is a topic often covered among advertisers. The goal of reaching an audience with a relevant message is age-old, and technology has allowed us to get better and better at it with targeting. Online video advertising spend is growing rapidly, and we've truly passed an inflection point at the level of relevance possible. What was rare or very expensive in the early days of online video is now commonplace, and the idea of context in online video advertising can take on many forms.

• Facebook Video Analytics: From Subpar To Competitive? in Video Insider on 05/16/2014
  

  For Facebook to be a serious player in video advertising, media buyers need more insight into how its videos perform. The current analytics are, in a word, subpar. They lack the information that YouTube videos and other online video properties have provided for years. The current metrics do not differentiate between paid and organic views, nor do they break down demographics for the plays or time spent on each video. There isn't even a differentiation between auto-play views and click views. But Facebook has finally made the announcement that some of these basics will be included in its metrics in a future update.

Comments by Rob All comments by Rob

• Five Ways To Get Great Performances In Branded Videos by Rob Kurfehs (Video Insider on 03/24/2014)
  

  @Pete Austin, great point!

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