5G will be a turning point for the advertising industry: Best Media Info


5G networks were officially launched earlier this month in India. According to a report by Deloitte, India’s digital economy is expected to reach $1 trillion by 2025 due to the growing use of smartphones and fast and cheap internet. However, 5G is expected to be the main force behind this expansion.

Prasad Shajale

5G will be the highway of digital marketing transformation as it enables advertising agencies to unlock value for brands looking to speak to a billion Indians, according to Prasad Shajale, CEO, Founder of LS Digital, and Venugopal Ganganna, CEO of Langoor.

Shajale added, “With better network power, coverage and latency, augmented use cases like AR/VR content will become more mainstream. And that will help brands leverage this immersive medium to communicate in a more engaging way. with over a billion Indians.

Dhruv Shah

Dhruv Shah, VP, Web Strategy and Organic Research, Kinnect, said 5G will help brands create immersive experiences for their customers. “The immersive experiences will be interactive and collaborative, which will increase customer loyalty to the brand. These can be activities related to shopping, gaming, brand education and more. »

Like the 4G revolution, the 5G revolution will also bring about a huge change in the type of content users consume and how it is done. It will be device-agnostic, and users will even be able to sit on a beach and shop in a virtual store, Shah said.

Hardik Shah

5G is all about speed, low latency and network power. It will enable anytime, anywhere connectivity and will therefore have a significant impact on internet usage and the overall digital/mobile experience, according to Hardik Shah, Vice President – Digital, Puretech Digital.

“Most marketing agencies are now slowly and steadily transforming into Mar-tech. More agencies are gearing up to enable AR/VR/XR/Voice experiences for brands, and ad agencies are rolling out/s ‘pair with CDP platforms that allow targeting different people on OTT and CTV,’ said Shah of Puretech.

Ajit Narayan

Ajit Narayan, CMO of Socxo, pointed out: “When we moved from 3G to 4G. What was the impact on advertising? Speeds went from 21MB downloads and 5MB/sec uploads to 1GB downloads and 500MB uploads. Now on paper, at that time, it was very fast. It has enabled consumers to watch video content on mobile, and other complex tasks such as banking and e-com have become accessible on mobile due to speed.

According to Narayan, with the arrival of 5G, there are two angles. One is adoption, because any service needs hardware to support it. The second is usage. He added: “I see it as a long journey. That 1% who can afford to take the leap right away will. (They were already buying 5G handsets last year despite not even having a 5G network.) So in this (read premium/luxury) market, new things will happen. But it’s not the mass for which it will be as usual.

AR/VR has yet to become mainstream in India and that’s partly because of speed challenges with the current generation of networks. 5G will enable high-bandwidth, low-latency networks, allowing marketers to experiment with new immersive technologies, such as AR/VR/XR, experts say.

According to Ganganna, personalized ads, AR/VR content integration, the rise of vernacular video and content, on-the-go gaming and on-the-go content will be among the offerings in the advertising market thanks to 5G.

However, brands need to be prepared for the impact 5G will have on mobile marketing efforts. Especially with the ability to be able to deliver personalized and interactive content to people on the go. 5G will enable people to make decisions on the go as it will help brands to dynamically monitor, track and display content. It will also play an important role in how OOH advertising is delivered.

5G will help create greater experiences. AR and VR will make product presentation a more immersive experience. For example, Liam Payne – a singer – did a show at the EE BAFTA Film Awards with an AR performance, Narayan pointed out.

But according to Narayan, the next jump in speed will be the availability of low latency bandwidth and more bandwidth for wider consumption. This will impact the use of more grid-powered devices, the market for which is yet to be discovered and exploited.

The Internet of Things (IoT) could very well lead the next revolution. From devices to data, it transmits in real time, Narayan added.

OTT video ads will benefit the most from the rollout of 5G, experts say.

With the rollout of 5G, there will be a massive shift where brands will have the ability to move many touchpoints offline to online. Brands will have the ability to create VR, AR and mixed experiences that load instantly.

Ganganna said that while there is a massive shift, brands should be prepared for the impact 5G will have on mobile marketing efforts. Especially with the ability to be able to deliver personalized and interactive content to people on the go. 5G will enable people to make decisions on the go as it will help brands dynamically monitor, track and manage on-screen content. And will play an important role in how OOH advertising is delivered.

Advertisers and marketers should be aware of this shift, as it will herald the rise of vernacular video and content. With the growing demand for local language content in India, advertisers should consider creating regional advertising that goes beyond dubbed or translated advertisements.

Additionally, CDP (consumer-data-platforms) as well as marketing automation platforms will have a significant impact on how communication is delivered, when and where, according to PureTech’s Shah. He said this would ultimately lead to better efficiency in terms of media delivery and overall digital experiences.

There will be a lot more to see when the 5G network rolls out in India, as the data speed in 5G is expected to reach around 10 GBPS (gigabits per second). To take advantage of 5G, ad agencies are gearing up to make a shift in their media mix strategies with a greater focus on the digital space. The way we consume content will change dramatically with 5G technology, according to Ganganna.

He went on to explain that this will transform the content available to Indians and enable better user experiences. This indicates that the growing democratization of entertainment through gaming, OTT video and short video formats will see a rapid increase and will have the lion’s share of time spent on media by consumers across all devices, especially mobile.

Finally, 5G will also boost personalized audience targeting. 5G integrates digital and physical experiences, making true omnichannel experiences possible, especially for people on the go. It also enables brands to deliver personalized customer service through AI-powered computer vision, on-demand virtual assistants, and on-demand gamification turning one-way communication into two-way communication, Ganganna said.



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