A new mobile generation is on the rise, one that many Ad Tech marketers are eagerly anticipating this year. This new wireless technology is roughly about ten times faster than it’s preceding mobile generation— the 4G network. The new generation is called 5G, which is promising a change in the landscape for marketers, ad tech, and consumers, forever. The impact of the 5G network is expected to be revolutionary.
The truth of the matter is that the rapid growth of technologies, such as the internet of things (IoT), immersive technology, artificial intelligence (AI), and the emergence of 5G, could lead to great things for marketers. So much so, that 5G was going to be at the top of everyone’s agenda at this year’s Mobile World Congress Barcelona (MWC), the largest mobile event in the world, bringing together all of the latest and cutting-edge technology imaginable.
Unfortunately, MWC was canceled due to unforeseen circumstances. MWC’s initial concentration on the emergence of 5G in its commercial usage capacity is still extremely relevant as it’s integration is expected to be in full effect this year.
The latest 5G technology can process significantly higher amounts of data than the current 4G network. This means that smartphones with 5G technology will inhabit capacities to hotspot 10 to 100 times faster than the preceding network. As a result, consumers will be able to download movies, games, TV shows, and even virtual reality, at groundbreaking speeds.
While it’s easy to think of the ways 5G will impact mobile devices, it’s also equally important to recognize the changes that desktop, IoT, wearables, drone delivery, manufacturing, and analytics-driven retail, will experience. All in all, 5G will deliver increased speed, reach, and opportunities for all of these platforms.
The reality is that 33% of advertisers in the US are already preparing for 5G as of 2019. To stay competitive, keeping up with this technological advancement is an absolute must.
In case you can’t make it, we’ve decided to share the inside scoop of the top 7 ways Creative Clicks predicts 5G will revolutionize marketing and advertising in the future:
5G is a tech evolution that could fundamentally shake up the mobile advertising world that we know today. It’s not that technological advancements haven’t occurred nor have already significantly helped mobile advertising. On the contrary, there has been an avalanche of incredible new technologies in the past year, from AR to VR.
The difference lies in that 5G is the bridge that connects all of the loose ends, from technology to delivery. Without a device that can carry and execute the content that you are producing, you will experience a huge disconnect with consumers.
Technologies like AR and VR have created a plethora of potential for a new and higher level of advertising. Now, 5G is here to complement them. As users can begin to access the content at a rapid-fire pace, marketers will have an abundance of new potential and opportunities to reach their target audiences.
Faster speeds will encourage video consumption. This can be handy since video is the most popular format in which content is consumed on the internet. 5G’s ability to reduce buffering will only further encourage this. According to Verizon Media, 5G benefits include 54% consistent and better quality video streaming. The ability to have users successfully stream high-quality videos, faster than ever before, will allow marketers to make more impactful creatives and thus better satisfy their target group. This means that more video advertising is to be expected fueled by more complex creatives.
There’s a lot of potential for improving user experience when you can make the quality and delivery better. Mobile advertising has suffered from buffering and lagging for years. Those split seconds can truly impact the success rate of an ad and, ultimately, a business. 5G not only enables higher quality video ads but also generally speeds up the loading time.
Often times, consumers get frustrated at ads and their loading times. In 2017, Section collected data that showed 32.3% of visitors bounce when page speed is 7 seconds or longer. Additionally, their research showed that there will be a 16.5% increase in conversion rate once pages load faster. In a digital age centered around scrolling, faster loading times are always a win for any marketer or advertiser.
This new mobile network will also improve audience targeting for niche businesses. At the MWC conference of 2019, Qualcomm claimed that 4G is about consumers while 5G will be more about enterprises. It’s a bit of a full circle; faster speeds will encourage more activity and usage, resulting in more accurate up-to-date user data. B2B advertisers can use this to their advantage to create more techniques for business application usage and 5G makes this easier.
“Faster speeds, enhanced and purposeful functionality in apps and other connected spaces leads to a scalable volume of data on highly sought-after business professionals and business decision-makers.”
– Noor Naseer, Senior Director of Media Innovations at Centro & writer for MarTechSeries
Higher loading speeds and better sensors will equate to more precise geo-location capabilities. The enhancement of this feature leaves ample room for growth in the world of mobile advertising. 5G allows advertisers the capability to get a seamless source and deliver location-based data to millions of devices simultaneously.
Precise location ad strategies have been negatively impacted in the past due to jammed signals where perhaps too many people were trying to access the same networks. This is very popular at music festivals, for example. 5G will help mobile advertisers geographically target their consumers more accurately and allow them to collect more accurate location-data.
As mentioned previously, VR, AI, and IoT have created a plethora of opportunities for online and mobile advertisers in the past. 5G is forecasted to improve this by transforming the way that consumers will be interacting with augmented reality. This is an elemental step to the future of technology, as AR has already been deemed as a mobile future. Verizon Media says that 85% of consumers believe 5G will benefit from AR. Some companies are choosing to partner with tech experts to have a better grasp on the building of next-generation mobile ad experiences.
While it is exciting, marketers need to prepare for challenges that they may face when adjusting to the new 5G technology. One principal challenge that marketers will most likely experience is ad blockers. Ad blockers are notorious in the online world and are a true enemy of any online or mobile advertiser. However, the end of ad blocks might be arriving with the help of the one and only, 5G.
5G technology makes pages load faster, giving marketers a bigger chance of introducing content to consumers. Faster loading pages will avoid consumers dissatisfaction; ads slow down their browsers.
The Global Web Index report of 2017 reported that around 40% of those surveyed had used an ad blocker in the past month. Only 22% of those people had ad blockers on their mobile devices as well. The same report shows that 33% of the respondents said that they only use ad blockers to “speed up the time it takes for things to load on my device.” With 5G technologies, consumers will no longer have delayed browser experiences due to ads, and ad block usage will disseminate. What does that mean? More consumers are going to be exposed to your ads.
Awareness is growing. Around 70% of people in the US have heard about 5G and are somewhat familiar with the benefits that 5G entails. There’s still plenty of time for 5G to become mainstream. Use this incentive to prepare in advance for what’s to come. The limited data usage and pricing for 5G data plans might work against your reach. This is something that marketers need to take into account. However, that shouldn’t deter your business from getting creative with it.