4G brought about video streaming, app stores, programmatic auctions and an entry point into the world of virtual reality, augmented reality and artificial intelligence. With 5G, experts say advertisers and publishers should expect much more.
Today, when a visitor to a website clicks a link, there is a slight delay before a server responds, resulting in milliseconds to seconds of nothing apparently happening. It’s an issue that causes visitors to click away from an article or site, and one reason behind the adoption of ad blockers, according to a study by the Interactive Advertising Bureau.
5G will effectively eliminate that delay, resulting in faster ad-load times and happier users. At the same time, 5G will be able to process more data, allowing for the use of higher-resolution ads, such as 4K video, and furthering advertisers’ ability to personalize content in real time. 5G is an evolutionary step. What it allows us to do is have a more stable and faster exchange and retrieval of data, so we can do more complex advertising. With faster load times and higher resolutions, advertisers and publishers predict a new range of ad formats and pricing options.
Higher speeds will ultimately affect more than just mobile and desktop screens. Internet-connected devices will become more entangled than ever before, and advertisers will be able to personalize their messaging to any device or screen, no matter the time or place. A 5G-enhanced media environment, in turn, offers more ad inventory opportunities as super-fast wireless connectivity means high-end screens can be located anywhere. It also could dramatically change the kind of messaging marketers and advertisers do.
5G could also make massive marketing datasets available on demand. For example, A shoe brand might be incentivized to share their entire inventory or customer data with hotel chains across the world, so that when a traveler forgot to pack their running shoes, the hospitality company can advertise a particular brand of shoe within seconds. In other words, huge data sets could be made available between brands and their vendors, with the same on-demand frequency that, say, individual datasets might be available today.
5G will do far more than merely improve our connectivity. It will, in fact, reshape everything digital and, consequently, the way we market and advertise to consumers. Ultimately, there are two key areas of connectivity that 5G will transform: Speed and data. Just about every marketing trend and development to expect in the coming years as a result of 5G will emerge from improvements in these metrics.
This varies from the vast amounts of data that 5G will introduce to business and marketing (more on that in Part 2 of this series). What it means is that marketers, advertisers and publishers will need to prepare for a digital environment where ad-load times across every device are near-instant.
From a marketing perspective, as most sites will have substantially faster page load, Google undoubtedly will update its algorithm, which currently places load speed quite high on its page ranking metrics. From a consumer perspective, marketers can expect internet users to have far less patience for digital media buffering. So it will be crucial for businesses to invest in the stability and accessibility of their web-based infrastructure, especially for mobile.
Although mobile video has been a fast-growing segment of digital marketing for several years, 5G will launch that aspect to the next level.
Industry experts predict HD video and live streaming to become far more ubiquitous, and expect 4K and 8K videos/streaming to become the norm. In particular, marketers can expect mobile streaming to be faster and more stable (although they will still consume large amounts of data), which will effect how people consume video.
5G means lots more data and mobile operators, search engines and social networks becoming even smarter. Could 5G act as the tipping point when consumers get to have a lot more control of how that data is used and what they get in exchange for providing it to marketers?
What does this mean for those who market their property for short term accommodation? Marketing your property will become more targeted. You will be able to offer more as you will be able to use data in a whole bunch of new ways. Marketing your home will just be the start. All things associated with accommodation can also be incorporated such dinning, entertainment and more can all be packaged together in ways never thought of.
AirRentalz has embraced this technological advance by reshaping how we market your property. Our approach is wholistic. People do not want to just book accommodation, then have to other things to do, see or visit. People who stay local want to visit local places and do what the locals do. As we bring together hosts with local businesses and visa versa.By harnessing the power of data by location, AirRentalz is taking location-based marketing to the next level for the short-term accommodation industry and the businesses that this industry supports. AirRentalz has changed the way we market your place or space.