From a network architecture standpoint, fast lanes aren’t that useful if you’re managing your network effectively. From a marketing perspective, however, they might be quite useful as a way to sell “premium” access to content providers.
This creates two fundamental problems. Allowing fast lanes gives ISPs a perverse incentive to boost revenues by allowing their networks to congest. It also gives them outsize power to pick winners and losers on the Internet. Those who can’t pay for fast lanes will suffer, entrenching incumbents while undermining the innovative power of the Internet. While the largest ISPs have said they’re not interested in creating fast lanes, one need only look at how they have sought to monetize their network interconnection points to get a glimpse of the future.
It is at these points — where our traffic enters an ISPs network — where Netflix and others have been forced to pay Comcast, Verizon, AT&T and Time Warner access fees to reach our mutual customers. Without those payments, ISPs allowed these connection points to congest, resulting in a poor video streaming experience for Netflix users on those networks. While Netflix was able to meet the demand for payments, we continue to believe this practice stands in contrast to an open Internet and all its promise.
Right now, there are no paid fast lanes on the Internet. That’s a good thing. A large part of the debate about net neutrality is focused on ensuring it stays that way. If ISPs are allowed to sell fast lanes, competition for various Internet sites and services will become less about the value of what’s offered and more about who can pay the most to deliver it faster. It would be the very opposite environment than the one the Internet created.
Video marketing’s wide adoption has transitioned it from an innovative marketing tactic to a standard and essential part of the marketing mix that many companies now need to refine. Whether you’ve been using video for a long time, are a newcomer, or need help on where to start, you need to make sure you’re set up so you’re getting the most out of your video content.0
Though legacy organisations may be well practiced in producing newspapers and online stories, it is “much more difficult to integrate new considerations into that system,” noted Lucia Adams, deputy
head of digital at The Times and The Sunday Times. Doing so takes “extra time and extra expertise,” she added. Here are five pieces of advice.
Finding a way to unleash the power of video in social can be essential to your brand’s long-term success. In fact, according to Cisco, social video will account for 69% of consumer Internet traffic by
2017. However, cracking the code to video success on social networks can be mind-boggling: from allocating budgets to measuring results, to finding the right audience on the right platforms. So what
might be helpful for you to know before your next campaign? Here are some tips to help you win in one of the most competitive advertising landscapes.