Article

Rosie Harman
Rosie Harman 29 July 2019
Categories Advertising, Technology

How Will The 5G Revolution Transform The Marketing Industry

Whether it is advertisers, publishers, and consumers, 5G will bring something for everyone. Marketers will be able to serve ads to people faster. Have a look at its impact on marketing and advertising.

Have you heard, 5G wireless transmission is going to be a big deal for marketers? It will do far more than just improving connectivity. It’s capable of reshaping everything and that includes the way products are marketed and advertised to consumers.

5G rolls out in 2019

Nearly two dozen wireless carriers have launched 5G services in 2019. This also includes major carriers in the US. Verizon has already launched its 5G enabled home broadband service. AT&T is on the bandwagon too. It’s expected that its 5G networks will be available by the mid of 2019. So many brands are trying to tap on this market.

Experts say that the adaptation of 5G will be faster as compared to 4G. The 5G legislation for wireless companies to streamline zoning regulations are set too. 5G is going to deliver 1 to 10 gigabits per second which is 100 times faster than 4G LTE. Yes, there’s that big of a difference. This means there is going to be a huge decrease in latency. No doubt, 5G has the potential to alter the existing digital landscape.

Does 5G mean the end of cable?

The managing director of J.D. Power, Ian Greenblatt says that cable connections and set-top boxes might become irrelevant. With the kind of speed mentioned above, your TV will be able to pick HD and 4K programming wirelessly.

This is going to disrupt the cable and ISP industry because the wired infrastructure will no longer be necessary for delivering high-speed Internet. But dear marketers, don’t lose hope, 5G will build something more profound. Any screen that uses the 5G wireless transceiver will become a high-resolution screen. In other words, it will become an outlet for intelligent computing.

Ways 5G Will Impact Marketing and Advertising

The question is, how will 5G impact the marketing industry? Here are a few ways:

The rise of video advertising

Video is the most consumed content on the Internet already. Since 5G will reduce the page load time and buffering, it will increase video consumption.

Cisco visual networking index white paper says that video traffic will account for 82% of the entire web traffic by 2022.

EMarketer says that mobile video is going to be the primary driver of digital video ad revenue growth.

5G will have a massive impact on video. Users will get to stream high-quality videos faster than ever before. Marketers will have to do their due diligence to create awesome video content.

Interactive ads

Bounce will not be a problem for website owners whether a user is browsing through desktop or mobile phone. Now, advertisers will have plenty of opportunities for creating compelling high-resolution ads for engaging customers. 4K videos and live streaming will become the norm.

More data means more personalization

When regularly used devices are connected with 5G, this will generate an unprecedented amount of data. And if marketers get access to high-quality user data, it will help them understand the needs of their customers better. They can even do that in real-time. It also opens the door for personalized advertising.

With granular and advanced location-based advertising, you will get to create personalized ads for engaging with customers at the right place and time. For instance, if a smart refrigerator finds out that the customer’s meal is out of stock, it can use this information for promoting a meal ad just in time for dinner.

Voice control will take the lead

People are using voice assistants for search queries. Whether it is scheduling their activities or creating lists, they are using voice control for anything or everything they like. The sales of smart speakers have increased too. With 5G, you can actually take the virtual assistant wherever you go.

Soon, the mobile advertising industry will revolve around voice conversations. Advertising agencies will have to explore different formats and ways for tapping into voice-based advertising.

Augmented reality will take over

Augmented reality is becoming a mobile staple. Oath says that 85 percent of the consumers believe 5G will benefit from AR.

In the coming days, we will see a car’s dashboard projecting ads. This will open up a number of opportunities for advertising. For such a seamless experience, a network with lower latency, high system capacity, and more consistency is required. And 5G is exactly the solution.

Plenty of runway for marketers

Thanks to 5G, our innovating space is becoming bigger and better. With the introduction of next-generation Wi-Fi, next-generation mobile devices will roll out too. So marketers better prepare themselves.

A good example of this is the puck 5G device by AT&T. Verizon might take another year to roll out its 5G device. Meanwhile, companies like Huawei and Samsung are expected to roll out their 5G smartphones in the first half of 2019. Apple, on the other hand, will roll out its 5G iPhones by 2020 or 2021.

Now is the time for marketers to start thinking about 5G. Some companies are even choosing to partner with tech experts for building the next generation mobile ad experiences in AR and VR. The walls that previously had constrained consumers to do everything they liked doing on mobile are coming down.

Summing Up

As 5G becomes the norm in the coming months or years, companies will have to run their entire business on it. We can say goodbye to poor quality Wi-Fi and say hello to a new world of opportunities. 5G’s impact on advertising might be limited, to begin with, but within a year, get ready to expect massive changes.

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