How the Net Neutrality Repeal Impacts Online Marketing & Digital PR

WILLIAM COMCOWICH | July 1, 2018

article image
With the Federal Communications Commission’s vote to repeal net neutrality, ISPs can now provide faster service to those willing to pay more and charge more to access websites like Netflix or YouTube or others that require more bandwidth. FCC Chairman Ajit Pai argues that the repeal will foster innovation and competition. Others predict the opposite. Although some predictions verge on alarmist, the demise of net neutrality will surely impact online marketing and digital PR. ISPs could favor their own content over competitors. They might even restrict internet access to all but those paying the highest prices. Access to websites of individuals, small businesses, and sites of all but deep-pocket corporations could become slower or nonexistent. If that happens, small businesses and agencies will not be able to compete. If a company like Amazon can prioritize their own ad traffic through their servers, customers will be more likely to click on their ads, giving them a competitive advantage, warns Reuven Shechter, digital content specialist at Leverage Marketing. “Small- and medium-sized businesses could lose out, have their traffic and revenue drop, and watch as the larger players take a bigger slice of the pie,” Schechter says.

Spotlight

Adstream

The world’s leading advertising digital asset management, workflow and distribution company.Adstream provides innovative tools for managing the production process in advertising.Founded over 13 years ago, we pioneered the delivery of broadcast content via broadband. Now we are the world leader, digitally connected to over 40,000 publishers and media owners across broadcast, print and digital.We deliver over 1,000,000 ads per year to more than 110 countries, storing every asset we send and serving more than 5000 customers through 39 regional offices.Our technology allows the user to easily transcode files, create reels, create project folders, manage approvals and report on all activity.

OTHER ARTICLES

How to Use Forced Bold Text in Google Search Ads

Article | March 18, 2020

This does not appear to be an officially supported feature, use at your own risk. To enable it, simply enter your text into AdTools.org and paste the output into your search ad. Keep in mind that each bold letter will now occupy 4-character spaces of traditional ad text. As you can see, it is pretty simple to enable, but what can it accomplish? I delivered a statistically significant amount of ads in direct A/B tests to determine this. In these tests, I ran identical copy, and landing pages against each other with bold text in one version, and not the other variation. I set ad rotation to distribute evenly and used manual CPC bidding without enabling Enhanced CPC bidding. This delivered an 11.3% overall increase in click-through rate and no measurable impact on conversion rate.

Read More

Marketers Need to Invest in Detailed Geo Targeting Now

Article | April 16, 2020

Geo targeting is the most under-utilised targeting element available to marketers today, giving a huge opportunity to brands that invest time and money in smarter geo targeting. Most advertising platforms now allow for detailed geo targeting – often down to a zip code/postcode or even to GPS coordinates. Yet it is amazing how few advertisers are consciously investing effort in this area. Audience targeting/ retargeting (via cookies) has dominated online display advertising and is now under threat from legislation and the end of third party cookies. Targeting in search and demographic targeting in logged in social networks attract huge spends. With the end of cookies it has been contextual targeting getting the most attention. This has relegated geo targeting down the list in terms of investment and understanding. This is a mistake as in fact it has many benefits, and to succeed advertisers need to understand how it impacts their business.

Read More

Bored? Tampa Bay company’s app spices up sports reruns

Article | April 15, 2020

With live sports on hold for the foreseeable future, broadcasters have started reairing games from yesteryear to keep audiences entertained during the coronavirus pandemic. For sports fans who know the outcome, reruns can be dull. Enter Super Squares, an app developed by Tampa-based React LLC that can put the adrenaline back into those dusty classics. The iOS and Android app is a modern take on “football squares” players check in before a game and make predictions, answer questions about ads and the game at regular intervals, and earn new super squares.

Read More

PPC on a budget: Digital advertising for charities

Article | March 11, 2020

Those in charge of charity budgets are met with a tough job; fully dependent on donations and grants, ensuring money is spent effectively is paramount. But predicting the return of your efforts is no easy feat – let alone in the ever-moving world of digital marketing. We already briefly touched on a number of pro bono opportunities offered by global tech giants in this article, but today we’re diving a bit deeper into the first, and perhaps most important, one: Google Ad Grants. First initiated in 2016, Google’s pro bono programme for Google Ads opened up a world of opportunities to the non-profit sector. Where before, the highly competitive search engine was a playing field mostly suitable for multinationals or brands with a killer SEO strategy, it was Google Ad Grants that allowed even small charities to have a piece of the pie.

Read More

Spotlight

Adstream

The world’s leading advertising digital asset management, workflow and distribution company.Adstream provides innovative tools for managing the production process in advertising.Founded over 13 years ago, we pioneered the delivery of broadcast content via broadband. Now we are the world leader, digitally connected to over 40,000 publishers and media owners across broadcast, print and digital.We deliver over 1,000,000 ads per year to more than 110 countries, storing every asset we send and serving more than 5000 customers through 39 regional offices.Our technology allows the user to easily transcode files, create reels, create project folders, manage approvals and report on all activity.

Events