In a recently concluded spectrum sale, India has auctioned 51,236 MHz of spectrum in multiple 5G networks to incumbent operators for Rs 150,173 crore. This means a much faster interaction between mobile devices and wireless networks, resulting in faster download and upload speeds for users, resulting in a faster customer experience. According to Deloitte analysis, India’s digital economy is expected to reach US$1 trillion by 2025 due to increased smartphone usage, rapid internet penetration, and accelerated mobile broadband and data connectivity. However, 5G is expected to be the main driver of this expansion.
5G, like radio, the Internet, and other disruptive technologies before it, will transmit vast amounts of data at speeds much faster than current 4G technology, allowing advertisers to reach more customers. be able to attract 78% believe his 5G technology is better than his 4G, but 95% are unaware of what his 4G capabilities are currently available on their devices. Over 70% are willing to pay for new technology (payments are used as a proxy for perceived value). Faster downloads are important to his 71% of 5G users. Respondents do not understand the terms ‘connectivity’, ‘capacity’ and ‘latency’ and undervalue these benefits. Advertising industry benefits from new 5G technology include:
- Make your creatives suitable for 5G users.
5G users will interact with their gadgets in unique ways, helping personalize ads to what interests them most. 5G has some tangible advantages, such as being able to download a 2-hour HD movie in about 18 minutes and live streaming concerts and gigs. Send events to friends and family in HD or play low-latency games with a 30-50ms ping. Tailoring advertising to consumer tastes, however, is much more important for his 5G than 4G. Users with a strong interest in gaming, entertainment and live streaming are more likely to pay for 5G technology and buy 5G-enabled phones early (92%) compared to the overall average (81%) . With his all new 5G update, there are also great opportunities to be creative in brand advertising and innovate with new benefits.
- 5G technology opens up possibilities for AR/VR advertising
5G’s low latency and fast download speeds will give advertisers and publishers more options to build new streaming media formats with greater capabilities. As customers spend more and more time on their 5G phones, they want new experiences, even at higher costs, so advertising should take advantage of this. AR and VR have several applications. Over the next year, 100 million consumers are expected to make purchases using augmented reality. Creating increasingly meaningful and immersive experiences is the future of online engagement, and 5G will usher in these capabilities more naturally.
- Analytics will be real-time
Some of the data that can be processed and analyzed is already considered real-time data. 5G allows real-time integration of different activities and impressions. If a consumer makes a future purchase, they may no longer see ads related to that product or product category. Fundamentally, this improves targeting, segmentation, customer experience, customer journeys, and efficiency for brands and consumers.
- Ad distribution that takes advantage of 5G
Users will be able to interact with advertisements in novel ways, thanks to 5G’s capabilities that will enable advertisers to create more creative, original and immersive content. Realistic, realistic on-device ad experiences can be achieved with minimal latency in a number of ways. Advertisers may show full-screen her commercials where viewers can see how characters and products look in different settings that can be designed and modified directly from the creative. In addition, brands may use his VR to display 360-degree images of him in games and social environments. Larger capacity also enables the production of advertisements in various audio and video formats. There are so many unrealized possibilities for 5G technology that businesses should focus on coming up with new approaches to interacting with consumers through advertising.
As with previous technological breakthroughs, advertisers need to stay up-to-date to take full advantage of the new opportunities 5G brings and to stay ahead of the curve. Essentially, it’s great for innovation that our most imaginative ideas face fewer technical constraints. But adapting our strategy to new digital contexts is problematic.
The above views are the author’s own.
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