April 2015

How TV Ads Drive Digital Impact

Google is stepping up its efforts to help TV advertisers understand the precise impact their ads have online, announcing a new partnership with Rentrak to expediently show marketers how their ads impact minute-by-minute Google searches, down to the spot level. The company is upgrading its TV Attribution product -- which measures the digital impact of ads on television and radio -- from Adometry, the marketing attribution firm it acquired last May. When it launched last October, TV Attribution was only able to provide insight about website visits prompted by exposure to TV and radio ads, but it has now integrated Google search query data to help advertisers understand exactly how consumers are interacting with its brands online.

"Ahead of the upcoming upfronts, we really want TV advertisers to understand how consumers are making decisions about their brands in the moments that matter, not only when they see their ads, but how they engage with their brands online," said Dave Barney, Google product manager. "Whether that drives a website visit, or engaging with the brand through search, or in some other way." While a Nielsen study found that 87 percent of consumers engage with a second screen while watching TV, Barney noted that traditional TV measurement techniques "describe what aired, but don't describe how effective the ads are." That's where TV Attribution comes in. "For the first time ever, advertisers have the ability to see how search queries on Google are being influenced by their TV ads, in real time," said Barney. (The data is aggregated Google search query data; advertisers don't have access to individual search information.) This can help a brand refine its search engine optimization and paid search strategy, as the product's insights explain how consumers are searching online in response to a TV ad. The Google search data can also show how TV ads drive more generic category searches, which often drives consumers to a competitor instead.

MPAA’s Chris Dodd Calls on Congress to Modernize Copyright Office

Former US Senator and current Motion Picture Association of America (MPAA) CEO Chris Dodd issued the House Judiciary Committee a letter imploring modernization of the Copyright Office, which is currently under review by a congressional committee. The longterm politician echoed the sentiments of separate lobbying group the Internet Association, which would also like to see the office, housed within the Library of Congress, brought into the 21st century.

“The core copyright industries -- those primarily engaged in creating, producing, distributing and exhibiting copyrighted works -- now contribute more than $1 trillion to the country’s GDP, represent 6.7 percent of the US economy, and are responsible for 5.5 million jobs,” Dodd said in laying out the fiscal importance of the issue. As a result of that sheer size owing to recent growth, Dodd sees too heavy a demand on the Copyright Office in its current state. He asked for the implementation of “better tools” as well as a “more autonomous voice” resulting from the current reassessment.

Expanding Access to "Life-Changing" Technology

Established by the Federal Communications Commission in July 2012, the National Deaf-Blind Equipment Distribution Program, what we call iCanConnect, empowers low-income individuals who are deaf-blind to access 21st Century communications services. The program provides up to $10 million annually for communications technologies for individuals who have both significant vision loss and significant hearing loss. In addition, it provides training for these individuals to ensure they can fully utilize the equipment they receive. Although iCanConnect is transforming lives across America, it’s currently is set to expire on June 30, 2015. The National Deaf-Blind Equipment Distribution Program was authorized by the Twenty-First Century Communications and Video Accessibility Act (CVAA). The FCC established it as a pilot program that we launched in 2012. That needs to change. I’m circulating a proposal to extend the pilot program past June 30 and simultaneously move forward with rules to establish the permanent program.

To start along this road, the FCC had already issued a public notice asking for comments on how to improve the program. The proposed rules reflect ideas for improvements gathered from the public notice and lessons learned from the pilot program. More and more Americans today watch video programming provided by cable or satellite operators -- whether it be local news, a network sitcom, or public television events -- on their laptops, tablets, and smartphones. That’s why the FCC will consider a proposal at our May meeting that makes certain that these “second screens” allow emergency information displayed during television programming to be accessible to blind and visually impaired persons. At the same time, we will consider requiring manufacturers to include a simple and easy to use mechanism for cable and satellite subscribers to switch between the main and secondary audio streams in order to hear that critical information in real-time. It is my hope and expectation that these new rules will enable individuals who are blind or visually impaired to more quickly respond to time-sensitive emergency situations. Communications technology has the power to dramatically improve the lives of all Americans, but the possibilities are even more pronounced for people with disabilities. I look forward to working with my colleagues to expand access to this life-changing technology.

FACT SHEET: Spreading the Joy of Reading to More Children and Young Adults

Every child deserves the chance to learn and thrive in an environment that is enriched by the latest technology. In 2013, President Barack Obama announced ConnectED, a signature initiative focused on transforming teaching and learning through digital connectivity and content. Building on the progress made to date, at the Anacostia Library in Washington (DC), President Obama will announce two new efforts to strengthen learning opportunities by improving access to digital content and to public libraries: new e-Books commitments and the ConnectED Library Challenge.

The first is commitments from publishers to find ways to make sure their content is available to low-income youth in America. Major publishers are announcing they will make over $250 million in free e-Books available to low-income students. Nonprofits and libraries are partnering with each other to create an app that can deliver this content and materials from the public domain. Complementing that effort, the ConnectED Library Challenge is a commitment by more than 30 communities to put a library card into every student’s hand so they will have access to the learning resources and books they can read for pleasure, all available in America’s libraries. These initiatives represent another way the ConnectED effort is making a real difference for students. Combined with the $2 billion in private-sector commitments, and Federal Communications Commission funding for school and library connectivity that includes $2 billion specifically for Wi-Fi, and $1.5 billion more in annual funding -- this announcement brings the total value delivered as part of this five-year transformation in American education to over $10 billion. And as a result of these commitments, we are on track to meet the President’s goal of connecting 99 percent of students to high-speed broadband in their classrooms and libraries.

My injured father lay freezing for hours when his 911 call didn’t go through. Here’s how I’m fixing 911.

[Commentary] Despite all the ways that technology has transformed our lives over the last 50 years, when we need technology most we are trapped using dated infrastructure. The result is that though applications such as Uber allow you to call a car to your precise location -- reaching first responders generally requires dialing a number and having a detailed conversation where you articulate your precise location and type of emergency.

With the help of the 911 community, we developed RapidSOS One-Touch-911, a mobile application that with one-touch transmits data off of your device (including your precise location, type of emergency, contact information, and medical/demographic data) directly into 911’s existing system. The technology is universally compatible with every dispatch center across the United States. The result is a system that dramatically increases the information available to dispatchers, accelerating response times, and saving lives. The technology will ultimately work in over 135 countries globally -- putting first responders one-touch away regardless of where you travel and what language you speak. For the 60 million Americans that are non-native English speakers or the 8 million Americans that are hard of hearing -- this technology dramatically increases access to emergency services. Together, as one voice, we are going to transform emergency communication and save millions of lives annually.

[Michael Martin is a co-founder of RapidSOS and is currently completing his MBA at Harvard Business School]

Regional carriers urge FirstNet to 'maximize interoperability'

The Competitive Carriers Association (CCA) wants the First Responder Network Authority (FirstNet) to adopt technical requirements for the National Public Safety Broadband Network (NPSBN) that maximize interoperability of the network. The CCA made its stance known when it filed its comments with FirstNet. CCA also is urging FirstNet to provide states the opportunity to evaluate detailed FirstNet plan information in the opt-out process and to clarify key concepts set out in the Middle Class Tax Relief and Job Creation Act of 2012, FirstNet's enabling legislation.

"I thank FirstNet for its continued engagement with CCA members and cannot stress enough the importance of maximizing interoperability within the NPSBN," said CCA President and CEO Steven K. Berry. "If anyone understands the importance of interoperability within networks as well as public safety officials, it's CCA members. An interoperable network will greatly benefit local, state and federal public safety officials and consumers, especially during times of an emergency. To achieve this important goal, we encourage FirstNet to prescribe standards that apply to all network equipment and elements for use on the NPSBN."

Unleashing Tech and Innovation for Disaster Preparedness

In the wake of Hurricane Sandy, the Obama Administration established The White House Innovation for Disaster Response and Recovery Initiative to find effective ways to use technology to empower disaster survivors, first responders, communities, and all levels of government with critical information and collaboration resources. From 2014’s SafetyDatapaloozas to Civic Hardware Hackathons to new apps and tools being made available on data.gov, the Initiative continues to expand, strengthening our Nation’s capacity for innovative disaster response and recovery along the way. After more than 1,500 people participated in the White House Innovation for Disaster Response and Recovery Demo Day last July, the #DisasterTech community has continued to grow and answer the Administration’s call to Unleash Innovation. Building upon the tools, services, and efforts showcased at Demo Day and the launch of the Initiative’s first major online presence, disasters.data.gov, we are excited to see technology and innovation teams from the public and private sectors continuing to step up by supporting America’s PrepareAthon! and April 30th’s National Day of Action for disaster preparedness.

A host of new technology and innovation commitments being shared include efforts on new interactive mapping tools, free and open source hardware designs, improved smartphone alerts, and a series of disaster resilience technology exhibits at the upcoming National Maker Faire, during a dedicated Week of Making this June 12 - 18. From free platforms that connect more than 59,000 neighborhoods and 750 local agencies across the country, to a network of 3,000 volunteers that has made over 14 million changes and additions to OpenStreetMap data in Ebola-affected regions, the numbers show this community’s dedication and collaborative spirit.

FCC Supports Keeping Title II Challenge in DC Circuit

The Federal Communications Commission has decided the court challenges to its decision to reclassify Internet service providers as common carriers under Title II should remain in the US Court of Appeals for the DC Circuit. In a filing with the Third Circuit on April 30, FCC laywers asked that court to transfer a challenge from the Full Service Network to the DC Circuit.

Despite Verizon's FiOS, wireline investments in Massachusetts, Boston still can't get FTTH

Verizon may have made continual progress in enhancing its wireline network in Massachusetts by investing more than $331 million in the state last year, but major cities like Boston still can't get its fiber-to-the-home (FTTH) service. Boston is among many large cities inside Verizon's wireline footprint, including Buffalo (NY), that still can't get access to FiOS and probably won't anytime soon.

The telecommunications company has been steadfast in telling investors every quarter that it has no plans to extend the service into new communities outside of the local franchise agreements it has already established. However, in other parts of the state, particularly in towns like Grafton and Lynn, a number of small to medium businesses did benefit from the FiOS wireline investments. Grafton Country Story and Bond and Associates found utility in switching from their former Internet provider to FiOS. As of the end of 2015, Verizon said FiOS services were available to more than 1 million homes and businesses in Massachusetts that are served over 18,000 miles of fiber.