June 12

The Weekly Briefing: Net Neutrality, Facebook Video Ads & More

From content optimization advice, all the way to the latest industry news and trends, Rocket55’s meeting this Monday was definitely not short on things to discuss. We gathered in our recently remodeled conference room and hit the ground running. Below are just a few topics we covered:

The Importance of Net Neutrality

Digital Media Specialist Michelle Lyons briefed the Rocket55 team on the latest happenings in net neutrality. Net neutrality currently allows a level playing field. However, with an FCC proposal that moved forward in mid-May, Internet service providers could be allowed to charge application companies like Netflix additional rates to have their content accessed faster by you, the user. Why is this controversial? The Netflixes and Hulus of the world can afford to pay the additional rates. But the mom and pops of the world (in other words, the startups) won’t be able to afford them, allowing the big guys to crush the competition with faster speeds.

Net neutrality gained further exposure when it was highlighted in a recent segment from one-time Daily Show reporter and new HBO host John Oliver. According to a Forbes report, after playing a clip of the FCC’s hearing, Oliver stated, “Oh my God, how are you still so dull? And that’s the problem. The cable companies have figured out the great truth of America: If you want to do something evil, put it inside something boring.”

Ranking Higher in YouTube

Social Media Manager Paige Craig discussed an article from Michael Bird of Social Media Examiner. The post went into detail about how you can get videos to rank higher on YouTube. The suggestions included using “strong keywords,” placing keywords in the video title, optimizing keywords into the video’s description and finally, customizing the video’s thumbnail with an attractive image.

More Facebook Video Ads

Marketing Director Caitlin Tvrdik discussed an article she read covering Facebook. The social network is rolling out a new feature that’ll help marketers build their brands. Specifically, the tool emphasizes video, meaning that Facebook will push more video ads to be seen by users who are considered more video-friendly. In other words, the more videos you watch through Facebook, the more video ads you’ll likely see now. But that doesn’t mean users can expect more ads in general. Instead, it simply means that video-friendly Facebook users will see their typical static ads replaced with moving ones.

Google Losing Mobile Ad Share?

Copywriter Jared Townsend discussed an article from Search Engine Land that covered statistics from data aggregator eMarketer. In a study, eMarketer showed that Google has started to lose its share in mobile ads. The company also noted that Google owned an 82.8% share in mobile ads in 2012 while in 2013, that percentage dropped to 68.5%. Why the fall? Along with more mobile ads, it’s thought that users are increasingly going directly to Internet sources, rather than using Google search to find them.