2019 is the year 5G is rolling out. The super-fast wireless service is a big deal for the marketing world. 5G is expected to offer connections faster than what we currently have, as it merges cutting-edge network technology and the most up-to-date research. Predicted download speeds are twenty times faster than that of 4G, with the “norm” being 1GBps. These new networks are going to aid in powering a large increase in the Internet of Things technology, supplying the necessary infrastructure to carry very large amounts of data, therefore a smarter and more connected world.
It is expected that this year nearly 25 wireless carriers will launch their own 5G services. This includes the major US powerhouse carriers. One of the more notable launches is that of Verizon, who started a home broadband service that is 5G-enabled. AT&T has started a 5G mobile hotspot service in 12 different cities, and 5G networks are projected to be available in the middle of this year.
With an all-new media environment enhanced by 5G, more ad inventories will be available as very-fast wireless connectivity, in turn, means higher-end screens are accessible and located everywhere. This can very well change the way and kind of messaging that both advertisers and marketers do. Some envision a new augmented reality era, as high-quality overlays that are interactive and include intelligent images can become available everywhere. This is not contained in just normal looking AR-enhanced glasses, but on walls, store windows, in-car dashboards, and beyond.
It may be greatly beneficial if advertisers gave out branded AR glasses in order to connect customers directly, with their own layers on reality, opening up a completely new marketing channel.
This new kind of extremely fast bandwidth opens up a new world for both transmitting holograms and 3D modeled imagery. The AR used will be unlike the 2D graphics and overlays we are used to. Moving image overlays can become common on things like grocery store products once 5G transceivers become small and cheap.
This big growth of advanced AR could quite possibly change the way potential customers can experience a product or service in a brand new way that is realistic and tangible. Marketers are going to have to pre-emptively plan for how they can showcase their product in a completely new, hands-on way. Some suggest that new 8k streaming content will make live event transmissions breathtaking, bringing remote viewing to a whole new level, transforming how these performances are marketed and advertised as well.
Quite possibly the biggest 5G marketing impact – consumers will actually be able to have voice conversations with mobile devices, not just say a few voice commands, or sometimes type something out or touching the screen. Mobile marketing, in general, could become almost entirely focused and oriented around voice conversations.
There is also a huge impact on how companies and marketers use and interact with on-demand datasets. For example, a shoe brand could be incentivized to share their whole inventory or customer data with worldwide hotel chains so when someone traveling forgets to pack running shoes, hospitality can advertise a specific brand of shoe almost immediately. Basically, these massive datasets might be able to be available between vendors and brands, with a similar on-demand frequency that individual datasets might be available today.
There will also be things never before thought possible actually coming to life over the next few years. Some predict that in 2025 we’ll all be interacting with holographic representatives of brands that will be “created based on what each individual finds attractive.”
There will also be video everywhere. There has been massive growth in mobile marketing, over 80% over the past few years, with the decent-speed 4G connections. With 5G, consumers will be able to download a 4K movie in 10 minutes, about a sixth of the time it takes to do the same with 4G. Video as a medium will be much more targeted for advertisers. Without the hold of the slower speeds of 4G connections, marketers will be able to offer audiences rich video experiences on mobile that they cannot today.
With 5G in the very near future, big changes are coming to both the technology world and the marketing world. Many of the restrictions that have kept marketers and consumers from doing everything they’d like to do with new mobile formats are coming to an end. The on-screen experience is going to become even more amazing as they do.
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