Even in the midst of the COVID-19 pandemic, Singapore remains on track to roll out 5G by 2025. In countries like South Korea, China and the United States, 5G networks are already available to the public, and mobile phone companies like Samsung, Huawei and Xiaomi already have several phones on the market that can access 5G, with the upcoming iPhone 12 is expected to follow suit.
To understand why 5G has become such a hot topic, you’ll need to look at the numbers - according to an Informa Tech research paper, the global 5G value chain will generate $3.6 trillion in economic output and support 22.3 million jobs in 2035. With COVID-19 exacerbating the unemployment issue, and the work from home situation causing a surge in bandwidth demand, having a good and stable 5G network is becoming a top priority for countries all around the globe.
Being digital marketers, it’s important to stay on top of the latest changes in tech. In this article, we’ll briefly cover the basics of 5G, and how to navigate the video marketing space in a 5G landscape.
5G stands for “5th generation wireless standard” and is a cloud-based network that connects people on mobile devices to the internet faster than previous networks. 5G networks are digital cellular networks, in which the service area covered by providers is divided into small geographical areas called cells. (If you want to read further - here’s an article by Brainbridge that goes in-depth about the history of mobile networks and how 5G works.)
For your typical mobile user, a 5G network means faster speeds and enhanced connectivity. Faster mobile internet speeds not only improve overall user experience but also make apps that rely on more advanced technologies, like augmented reality (AR) and virtual reality (VR), become more viable and accessible. Check out this video on Verizon’s 5G-powered, first-person goggles that operate at a low latency, which allows NBA stars Bradley Beal and Anthony Davis to shoot hoops normally whilst wearing the goggles - signalling a realm on new possibilities for other AR/VR video applications.
5G also pairs well with the “Internet of Things” (IoT) phenomenon, as faster internet speeds allow for better collection and analysis of the vast amounts of data being generated by IoT devices. With more personalised data being made available - advertisers have the ability to run better-targeted ads to potential customers. For instance, Samsung’s Family Hub Fridge has AI-equipped cameras that scan the fridge’s contents and generate shopping lists based on the fridge items that are either missing or close to being finished.
So what does all this mean for video marketing? According to a study by VerizonMedia, 57% of consumers interviewed are keen to stream HD video content and 54% are looking forward to a better video streaming experience. This means that 4K videos and live streaming will become the norm, particularly in the video advertising space. In a separate study done by Wyzowl, they found that 84% of their surveyees have purchased a product or service after watching a video advertisement - making it more important than ever for brands to include video marketing in their marketing strategy.
As bandwidth increases and the internet becomes more accessible, video marketers will gain more creative options for video advertising. Here are a few examples of video formats that will be more viable with the implementation of 5G:
360° videos have larger file sizes than regular videos. With the enhanced bandwidth that 5G provides, video platforms like Facebook and YouTube, which already have 360° video capabilities, will certainly see an improvement to video performance and viewing experience of 360° videos on their respective platforms. Check out this 360° video ad by Nike, which brings the viewer into the locker room of a Turkish national team during their half-time break.
Interactive videos are a great way to stand out from the competition. With interactive videos, advertisers can get creative and break the 4th wall in order to engage the audience in a unique and interesting manner. In 2015, Honda produced a video ad promoting their latest Civic Type R car, which featured two parallel storylines that the viewer could toggle between by pressing and holding the “R” button on their keyboard. More recently, Burger King produced a 15-second video commercial where a Burger King employee used voice control to hijack the viewer’s Google Assistant (assuming they had it enabled) to search for their signature Whopper burger sandwich online.
Vertical video ads have become the norm on platforms like Facebook/Instagram stories and TikTok, and is a good example of how tech changes can affect the way video marketing is carried out. With 5G and more smart devices hitting the market, video ads may start appearing on different screens, surfaces and alternative realities.
With 5G rolling out across the globe, it is essential for brands to boost their online presence and capitalise on the more people having access to the internet. According to a Cisco Systems study, there will be 5.3 billion total Internet users (66% of the global population) by 2023, up from 3.9 billion (51% of the global population) in 2018. As with anything regarding tech, it’s good to stay informed and up-to-date on the latest changes and find what works best for your brand.
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