Will 5G bring a change in digital advertising and marketing?

The only constant is change. From 2G, to 3G, to 4G and now 5G. 
By 2010, 4G had taken over from 3G with speeds up to 500 times faster than 3G creating fast mobile browsing, high-quality video calling and much more. 
As per a report by Cisco IBSG there will be 28.5 billion networked devices by 2022, up from 18 billion in 2017.
This need is being met by the introduction of 5G technologies. With speeds of up to 100 gigabits per second, 5G is set to be as much as 100 times faster than 4G. 5G will not only be able to handle the growing number of devices but also emerging technologies like driverless cars and connected home products. 
The key differentiator between 4G and 5G will be low latency. In simple words, reduced latency means shorter time span from the moment the information is sent out by a device to the receiver. It will enable faster upload and download of large files and better quality of videos on hand held devices and mobiles without the inevitable Wi-Fi connection.  

Today, we are addressing, why 5G in advertising and the benefits of 5G in digital advertising. The affect of 5G on Advertising Industry can be elucidated as follows: –

  1. Impacting the final consumer in the fastest possible way.
    Have you heard of the term “Mindfulness” being taught in schools today?
    Mindfulness simply is a state of mind to be conscious and aware of one’s surroundings. It is about being able to focus in the here and now. The bane of our millennial today is that they exhibit a critically short attention span and easy distractibility. So to catapult any message to a potential consumer, an advertising agency will have to rely on “full and immediate impact.” 
    This will be more achievable with the introduction on 5G on mobile devices. 5G digital marketing will be used to target the most potential consumers by capturing immediate attention and improving their user experience on mobile devices. 
  2. Voice Searches
    Voice service in 5G will prove faster by eliminating the time consumed in processing text searches. This means the advertising agency will have to be prepared for long tail keywords for voice searches in e-commerce shopping.
  3. Video Advertising
    With the growing popularity of videos on the internet, advertising agencies can utilize this tool effectively for brand building. With the increase in mobile internet speeds, less buffering and faster load times shall concurrently lead to increasing video consumption on mobile devices. These mobile videos account for growth in digital video ad revenue. Live streaming is also another tool to be explored. 
  4. Growing need for Interactive Ads 
    Low attention spans and loading delays will be a thing of the past with 5G technologies. Digital Advertising will be able to use 5G speed to their advantage to promote interactive ads. Interactive ads can help to increase the percentage of potential customers reach the landing page and take action without dropping off. 
  5. Analyze vast data 
    5G will help to analyze vast data much faster than in the present. This will be extremely useful to analyze consumer consumption habits for direct engagement. It will be a more direct and the most intelligent way to connect with the potential customer. Marketing efforts will be fast, furious and focused.
  6. New business models
    5G will help to integrate devices with higher connectivity. Remote connectivity will open up new markets and untold opportunities. In addition, the smart phone will also work as a remote to control other things scaling the number of integrations between IoT and 5G. Thereby digital agencies will have to take this as an opportunity to reach out to a larger customer base across various integrated devices to increase revenue. Advertisers will be able to personalize their messaging to any device or screen, no matter the time or place.
  7. New ad formats
    The impact of 5G on marketing and advertising agencies will start to be noticed by end 2020. Digital advertising agencies will also need to innovate new ad formats and maybe even better pricing formats for their 5G clients.  New 5G technology will call for new 5G marketing strategies. 

Conclusion: From 2020, 5G is set to impact the area of digital advertising. Few of the means in which a digital advertising industry will be affected can be summarized as:
5G will further assist the advertising agency to:
Create full and immediate impact advertising
Optimize advertisements for voice searches
View new opportunities for video ads
Create advertisements that are more interactive 
Analyze vast data in consumer consumption habits for direct engagement
Embrace new business models to increase revenue
Introduce a new range of ad formats and pricing options.
Are you ready to embrace 5G technology?
While it is still calm before the 5G storm, prepare your digital advertising teams to face new challenges of 5G technology. Change, after all is good!