National Broadband Plan Aims To Level The Digital Playing Field

by Chrissy Capolarello

JLS staff writer

In today’s digital-dependent economy, having fast, functional, and dependable Internet service is a prerequisite for any company’s success. Although broadband speeds are a reality for portions of the United States, many have been left in the digital dust.

The recently-unveiled National Broadband Plan (http://www.broadband.gov/) provides a solution to this problem and is intended to level the playing field among the country’s households and businesses, enabling digital innovation.

“The FCC will partner with businesses, including women-owned and minority-owned enterprises, as well as investors and entrepreneurs from all backgrounds to support a flourishing digital economy, and ensure that all Americans can enjoy the benefits of broadband opportunity,” the plan outlined.

In the article FCC Readies ‘Broadband Plan’ (http://www.adweek.com/aw/content_display/esearch/e3i873a43a2fac704263a5aad2c9a00d2ce), Katy Bachman discusses the nation’s Internet inadequacies.

“While broadband access and use have increased over the past decade, the U.S. — lagging other countries — needs do to more. According to the FCC's estimates, nearly 100 million households lack broadband; and 14 million do not have access to broadband even if they wanted it,” Bachman said.

In addition to boosting the bottom lines of businesses across the country, the national broadband plan will allow Americans to compete on a global level.  Many European countries have used national broadband plans as an economic tool, connecting them to the Internet faster and cheaper than in the United States.

The new plan aims to correct this disadvantage.

“The United States should lead the world in mobile innovation, with the fastest and most extensive wireless networks of any nation,” the plan noted.

So what does this plan mean for digital advertising? Great things.  

Every day, the pool of people getting online and making the shift away from traditional mediums is growing.  Digital marketing has seen a rapid rise in popularity due to the medium’s targeting and efficiency.  In 25 years the Internet has gone from the fringe to mainstream, and cheaper and faster broadband will only add fuel to the fire.