WHAT IS 5G?

5G is the latest generation of cellular network technology. Tracing the evolution of wireless, 1G enabled voice calling, and 2G introduced us to texting. The introduction of 3G made internet browsing and music streaming possible. Today’s most widely available network, 4G LTE, ushered in the smartphone era. Users of 5G will benefit from unprecedented speeds, low latency, and virtually unlimited connectivity to support an ever-growing Internet of Things (IoT). However, the network is not yet widely available. It may take years to put the infrastructure in place to enable widespread adoption.

WHY SHOULD MARKETERS CARE?

5G will revolutionize wireless performance and bandwidth to make all connected devices faster, paving the way for a slew of new services and functionality. 5G will open the door to the proliferation of IoT devices at scale.

 

The performance characteristics of 5G will enable more cloud-based, untethered Augmented Reality (AR) and Virtual Reality (VR) experiences, as well as multi-angle and 360-degree video for gaming and sporting events. The device that virtually all consumers carry with them at all times – the smartphone – becomes an even more powerful marketing and advertising channel with 5G.

HOW CAN IT HELP YOUR BUSINESS?

5G will provide the infrastructure for marketers to engage with consumers in new, faster, and more effective ways. Any application that requires high speed, low-latency connectivity will have it through 5G.

 

The greater stability of 5G will allow marketers to expand existing personalization efforts and readily deliver complex advertising experiences. Perhaps the most important way 5G can help brands is by eliminating barriers to greater use and consumption of mobile content. While the available 4G spectrum is forecast to run out in 2022, 5G will open up new spectrums that, according to the FCC, are 1,000 times faster than 4G with 100 times less latency.

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WHAT IS 5G?

5G is the latest generation of cellular network technology. Tracing the evolution of wireless, 1G enabled voice calling, and 2G introduced us to texting. The introduction of 3G made internet browsing and music streaming possible. Today’s most widely available network, 4G LTE, ushered in the smartphone era. Users of 5G will benefit from unprecedented speeds, low latency, and virtually unlimited connectivity to support an ever-growing Internet of Things (IoT). However, the network is not yet widely available. It may take years to put the infrastructure in place to enable widespread adoption.

WHY SHOULD MARKETERS CARE?

5G will revolutionize wireless performance and bandwidth to make all connected devices faster, paving the way for a slew of new services and functionality. 5G will open the door to the proliferation of IoT devices at scale.

 

The performance characteristics of 5G will enable more cloud-based, untethered Augmented Reality (AR) and Virtual Reality (VR) experiences, as well as multi-angle and 360-degree video for gaming and sporting events. The device that virtually all consumers carry with them at all times – the smartphone – becomes an even more powerful marketing and advertising channel with 5G.

HOW CAN IT HELP YOUR BUSINESS?

5G will provide the infrastructure for marketers to engage with consumers in new, faster, and more effective ways. Any application that requires high speed, low-latency connectivity will have it through 5G.

 

The greater stability of 5G will allow marketers to expand existing personalization efforts and readily deliver complex advertising experiences. Perhaps the most important way 5G can help brands is by eliminating barriers to greater use and consumption of mobile content. While the available 4G spectrum is forecast to run out in 2022, 5G will open up new spectrums that, according to the FCC, are 1,000 times faster than 4G with 100 times less latency.

“5G will be much more profound in its impact than any previous cellular transition; it will not only influence and impact the mobile industry, but it’s going to profoundly influence every other industry. When you think of the exponential explosion of devices that are smart and connected, and the massive amounts of data and insights that’s going to generate, that starts to get really interesting for marketers.”

Penny Baldwin

SVP adn CMO

Qualcomm

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into 5G? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

5 Ways to Brace for 5G

ANA. July 2019

5G is expected to offer unprecedented capacity to support networking across vast numbers of devices — providing marketers with ample opportunities to get their messages out and grow their audiences.

5G and It's Anticipated Effects

ANA. May 2019

The hype that surrounds 5G is real. AT&T Business CMO Mo Katibeh shared what marketers can expect from this emerging technology.

Balancing Multiple Objectives and Sponsorship Activations at the Super Bowl

ANA. July 2019

Verizon created separate sponsorship activations to support three business objectives at Super Bowl LIII.

Download Now!

As the fifth generation of cellular technology is rolled out, the marketing industry is preparing for the change it will bring. Existing digital experiences will be enhanced and new experiences will be born as a result of 5G’s unprecedented speed and low latency. If you trace the evolution of wireless technology, 1G enabled voice calling and 2G introduced text messaging. 3G made internet browsing and music streaming possible. Today’s most widely available network, 4G LTE, ushered in the smartphone era. So, where will 5G take us?

 

ANA Marketing Futures created a report on this important advancement. It explores 5G applications across industries with a special focus on marketing and advertising. Predictions, key statistics, and expert perspectives help marketers proactively plan for the ways 5G is expected to change the relationship between brands and consumers.

Penny Baldwin

SVP and CMO

Qualcomm

“5G will be much more profound in its impact than any previous cellular transition; it will not only influence and impact the mobile industry, but it’s going to profoundly influence every other industry. When you think of the exponential explosion of devices that are smart and connected, and the massive amounts of data and insights that’s going to generate, that starts to get really interesting for marketers.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into 5G? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

5 Ways to Brace for 5G

ANA. July 2019

5G is expected to offer unprecedented capacity to support networking across vast numbers of devices — providing marketers with ample opportunities to get their messages out and grow their audiences.

5G and It's Anticipated Effects

ANA. April 2019

PGIM Investments shared some of its approaches to creating thought leadership that transcended mere white papers.

Balancing Multiple Objectives and Sponsorship Activations at the Super Bowl

ANA. July 2019

Verizon created separate sponsorship activations to support three business objectives at Super Bowl LIII.

Download Now!

As the fifth generation of cellular technology is rolled out, the marketing industry is preparing for the change it will bring. Existing digital experiences will be enhanced and new experiences will be born as a result of 5G’s unprecedented speed and low latency. If you trace the evolution of wireless technology, 1G enabled voice calling and 2G introduced text messaging. 3G made internet browsing and music streaming possible. Today’s most widely available network, 4G LTE, ushered in the smartphone era. So, where will 5G take us?

 

ANA Marketing Futures created a report on this important advancement. It explores 5G applications across industries with a special focus on marketing and advertising. Predictions, key statistics, and expert perspectives help marketers proactively plan for the ways 5G is expected to change the relationship between brands and consumers.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2019 Association of National Advertisers-established in 1910

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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