Senese and Lipsher on Net Neutrality and Out of Home

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When the FCC overturned net neutrality (and the common carrier regulatory framework which it imposed on internet companies) there was much hyperventilating about the end of free internet.  The elimination of the rules allows internet services providers freedom to price services any way they like and to cut back certain services if they use inordinate data for instance.  Insider asked Outfront’s CMO Jodi Senese and Volta Industries Chief Strategy and Revenue Officer Drew Lipsher how the demise of net neutrality will impact advertising and out of home. 

Outfront Media CMO Jodi Senese

Will roll-back of net neutrality be a good thing for advertising?

Jodi:  The rollback of net neutrality could create a great opportunity for the out-of-home industry to showcase its potential in brand advertising and marketing. The playing field for online digital advertising would no longer be level, which could adversely impact those stakeholders’ bottom lines and force brands to find new ways to connect with consumers. The new rules would favor out-of-home companies that are not dependent on “pipes” to deliver information that helps create valuable connections between brands and customers.

Drew: In the unlikely event ad prices increase significantly as a result of a roll-back in net neutrality, the call for  greater transparency and a higher degree of efficacy, including measurement, from the platforms will become louder than it is currently.  It’s never a bad thing to hold companies accountable.

Volta Chief Strategy and Revenue Officer Drew Lipsher

What impact will the rollback of net neutrality have on the out of home business?

Jodi: Out-of-home is not just a safe haven for brands, it’s a way for them to escape the noise of online advertising and make an impact on consumers. Even without net neutrality, billboards have become the new black; everyone from Hollywood stars to sports fans and social activists are using the medium to get their message across, often times with a viral result. I think you’ll see out-of-home continue its growth trend, with net neutrality or without, as we continue to integrate new technologies and develop new experiences for audiences on the go.

Drew: Rolling back net neutrality could cause a shift in the budgets marketers currently allocate to the platforms they traditionally think of as digital. This would ultimately prove to be a boon for OOH given its unique creative and integrations, increased ability to reach a particular audience, and brand-safe environments.

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One Comment

  1. Gibraan Ali
    April 5, 2018 at 10:51 am

    In addition to the ‘noise’ of online advertising, social media is inherently fickle. These platforms will come and go. It is unwise to intertwine your brand with social platforms; it risks compromising your brand’s image as you play in the weeds with every little fish in the pond.
    Yes there are a lot of eyes here and you can target fairly precisely, but you will get short term gain for long term pain. Use with caution.
    The backbone of the brand will ultimately be strengthened by traditional media, especially OOH.