From AI to digital outdoor advertising, more real-time physical data and new inventories … Here's everything 5G will bring to online marketers.
Between the explosion of the app install market and that of video consumption, the arrival of 4G in 2013 has given a boost to the mobile advertising market. Will 5G have the same effect? True, the revolution is not for tomorrow. The network is expected to account for just 15% of the mobile market in 2025, according to the GSMA (an association that represents 800 mobile operators and manufacturers worldwide). But the small world of marketing is impatient at the idea of being able to take full advantage of the increase of debits that the operators promise. The key is connections 10 times faster than 4G and a latency less than 1 millisecond. An explosive cocktail, which, in the opinion of GSMA General Manager Mats Granryd, should "impact every aspect of our daily lives". Our relationship to advertising understood.
First good news for marketers who swear by the big data, the growth of 5G should be combined with that of IoT. Renaud Ménérat, head of the Mobile Marketing Association (MMA) for France, expects an explosion of sensors to trace real-time physical data. "5G will be the digital spinal cord of this physical world," he says. What allow advertisers to follow even more finely the evolution of population flows in catchment areas or even in outlets. Valuable information to help them better measure the impact of their advertising investments. This massive influx of data will also be used for targeting purposes. David-Henri Bismuth, head of experience lab at PWC, takes the example of Breezometer, a specialist in the measurement of air quality, whose data can be used in real time. "A cosmetics manufacturer will be able to push advertisements for his facial care in areas where pollution peaks," he says.
"Any object capable of sending a signal can be equipped with an AI in the cloud, the exchange is done without latency thanks to the 5G"
5G should also help to democratize the use of AI in digital out of home advertising (DOOH). "Any object capable of sending a signal can be equipped with an AI in the cloud, the exchange with the neural networks being without latency thanks to the 5G", announces David-Henri Bismuth. And to cite the example of ThunderComm, a device for pushing personalized ads on digital advertising screens. "The AI associated with the screen takes into account criteria such as the age, gender or emotions of the passer-by at the time of displaying the advertisement." Everything is almost instantaneous thanks to the 5G.
The DOOH should be the big winner of the arrival of a technology that creates a wireless digital world. With 5G, you do not need to wire billboards. "Cars, terminals or digital screens … The 5G is first of all there to connect a whole outdoor world hitherto very compartmentalized," says Renaud Ménérat. And remember that a Francilian spent nearly 10% of his time awake in transport, whether the car or public transport. An actor like Renault, which recently got hold of the Challenges media, has made content in the autonomous car one of the pillars of its strategic development. "You can expect an immersive HD experience in the vehicle thanks to the 4K, with advertisements that are displayed according to the passengers and the location of the vehicle," predicts David-Henri Bismuth.
Interactivity and VR at the service of creations
The most creative advertisers will have a great time. Higher throughput means richer and better content. Not a luxury on the mobile, where the weight of creative pubs is a puzzle. Because on smartphone, mobility requires, the user does not always have the same quality of connection. The advertiser must therefore adapt the weight of his creation to the associated connection. This explains that advertisers are willing to pay a little more for bid requests that go back a connection type "wifi". "This is particularly true for the app install where it is complicated to download an application ranging from 30 to 200 mega when on 3G," says Nicolas Rieul, VP Strategy EMEA at S4M. Exit also display errors or crashes with an insterstitiel where only the cross is displayed: a problem directly related to the loading of the creation. The low latency and velocity of the 5G network will limit any unwanted blocking of stream or large download. "We can expect to see more and more video ads in 4k, or even 8K," said Renaud Ménérat.
"Until then, augmented reality services needed to download an application, and with 5G, you can do it via the mobile web."
This renewed connectivity should also give new life to augmented reality (AR) and virtual reality (VR) in an advertising context. "The possibilities are many, especially with the gyroscope of the smartphone, but the practice is essentially circumscribed to the computer because of connection issues," said Nicolas Rieul. Same observation for David-Henri Bismuth who believes that the Web AR will be democratized. "Until then, augmented reality services needed to download an application, and with 5G, you can do it via the Web." David-Henri Bismuth expects "a multiplication of actors and tools that will consume virtual reality." The formats will become more interactive. Nicolas Rieul evokes a "gamification of advertising" that will allow the user to interact within the creation. "The future of advertising is a fascinating user experience," commented Nicolas Rieul. Evidence that the arrival of 5G should recall.