Affect of 5G on Digital Promoting in India, Advertising & Promoting Information, ET BrandEquity

Impact of 5G on digital advertising in India.

Impact of 5G on digital advertising in India.By Vasuta Agarwal

“Power and speed be hands and feet” – this quote from Ralph Waldo Emerson, the great American essayist and philosopher, is the first thing that comes to mind when I talk about the emergence of 5G in India and how brands, marketers and media and Tech specialists should prepare for this.

According to a Delloite report, India’s digital economy is valued at $ 1 trillion by 2025 with increasing smartphone adoption, fast internet penetration, and the acceleration of mobile broadband and data connections. However, 5G is said to be the main catalyst for this growth.

Compared to 4G networks, 5G is characterized by higher peak data rates, higher throughput, lower latency and a high connection density and should consequently lead to an improved experience for all connected consumers.

With 5G’s transformative promise and its imminent roll-out across India, marketers need to carefully consider how it could benefit from the future of digital advertising.

Rapid growth in mobile entertainment, gaming and content consumption

5G technology will fundamentally change the processing ability of cell phones. In addition, a data speed of around 10 Gbit / s is expected. Not only will this enable richer user experiences, but it will revolutionize the content available to the average Indian. This means that the ongoing democratization of entertainment through games, OTT video, and short video apps will rapidly increase and consume the lion’s share of the time that consumers spend media on their devices, especially mobile devices. Marketers need to consider this shift as they design and model their media mix in the days ahead.

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Immersive mobile video experiences as the norm5G will operate with less than 1 millisecond latency, which in advertising means that rendering, buffering and blank ads will soon be unthinkable. We need to remove all barriers to video and multimedia ads on mobile devices in order to delight consumers with highly targeted, hyper-personalized experiences and new levels of interactivity. This will allow for a much closer connection between the consumer and a brand and its products. The convergence of 5G, AI, edge cloud technology, exponentially higher bandwidth and higher responsiveness will make cost-effective interactive and AR-based video advertising experiences the new norm expected by consumers. For brands and media agencies, this would mean a radical overhaul of their video creative strategy to mainstream playable or buyable video ads.

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How brands can prepare for a 5G-led advertising future

Given its potential to influence current business models and industry competition, talks about 5G need to be brought to the boardroom. Directors must first understand how 5G technology affects current operations in the context of a competitive landscape and what this means for their customer relationships.
With digital becoming the second largest channel for advertisers in the past year and mobile devices accounting for nearly 60% of digital ad spend in India, it is inevitable that 5G will accelerate the demise of non-digital media. India is already “mobile-first” in its approach (nearly 90% of consumers access the Internet using the mobile phone as the main device), but 5G will cement this as it improves the exchange of values ​​with high quality audiovisual and emotional experiences use a mobile phone. Video-first approach.

Most importantly, it will require a shift in creative thinking and the technological ability to hyperpersonalize on a large scale. Brands need to think about how to create, buy, or acquire the ability to aggregate, unlock, and manage vast amounts of diverse data to deliver a rich and meaningful customer experience. And over time, they will have to use a whole new breed of technological innovation and data science to gain deeper insights into consumer desires and behaviors. It will likely require additional identity management technology to responsibly connect and use this data while respecting the basic privacy of its consumers.

Brands and agencies need to make sure they have all the technology, processes, and people in place to cope with the exponential shift in consumer expectations and advertising technology experiences due to the 5G revolution.

The author is the managing director, APAC, at InMobi. Views expressed are personal.

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