With each generation of wireless technology, we’ve been gifted a technological milestone: 1G brought us voice so we could make calls; 2G enabled texting on our flip-phones, 3G let us go online–and introduced data and apps; and with 4G, we could process much more data through our wireless smartphones, allowing us to stream videos on the go. There has been a lot of talk about the next generation of wireless technology, 5G, but what is it and why will it matter to advertisers?
What is 5G and why will it matter?
Super fast speed: 5G will be many times faster than today’s wireless technology. With 5G, you get low latency (data transfer faster than the blink of an eye) and high bandwidth to transfer massive amounts of data quickly.
Post-smartphone era: 5G will change how we live, play and work, from starting to cook dinner at home during your evening commute to autonomous cars, remote healthcare–and so much more. We’ll enter the “post-smartphone era”, meaning richer, immersive experiences that are no longer about any one device. More than just fast technology, 5G is about the tech getting out of the way, becoming more invisible, for us to have experiences that are more human.
Era of instant: 5G is improving consumer experiences and re-defining an era of instant. Ultra-fast processing of massive amounts of data will enable quicker load times and high-quality streaming. All of this will pave the way for fast, next-gen Extended Reality (XR) & 360 experiences, personalized virtual shopping, cloud gaming, multi-channel live streaming on mobile and enhanced localized experiences.
Widespread before you know it: 5G is rolling out in phases, but we're already actively testing with partners across lots of categories. Verizon’s CEO expects half of the US will have access to next-gen 5G networks in 2020. Verizon 5G is now available in 34 cities and there’s access to seven 5G-enabled mobile devices.
How will 5G change advertising?
We’re betting big on the transformation 5G will enable in storytelling, ushering in new ways to develop, product and distribute content. It will create possibilities for content to take us to places we can’t otherwise go, to experience lives we only dream up and to engage us like never before. Here are some areas where 5G is creating new possibilities...
1. Reduced production time and cost
The faster speeds of 5G can transform filmmaking and storytelling, allowing for more real-time animations across volumetric capture, motion capture, facial tracking and cg animation. Verizon Media's creative studio, RYOT, collaborated with Lil Dicky to produce a 5G-enabled animation for the music video for Earth. An activation like this used to take 3 years to build, but today, RYOT were able to make it in 3 weeks–and what’s more, its 5G-powered animation is sophisticated and hyper-realistic.
2. Unprecedented real-time capabilities
5G also enabled real-time connectivity, meaning customer interactions with brands can become even more meaningful and relevant to the moment. In partnership with the NFL, RYOT Studio developed tools to transform in-stadium experiences at stadiums that are fully 5G wired. As an example, users at the Super Bowl could use AR to get scores and player stats in real-time on their phones.
3. Blurring the lines of reality
The space between the digital and physical world is beginning to collapse, as animation and live-action combine to allow for immersive Extended Reality (XR) experiences. In a partnership between RYOT Studio and Disney for the premiere of Star Wars, attendees could interact with live virtual Sith Jet Troopers, created through motion capture and real-time rendering.
4. Enabling deeper human connections
But the real promise of 5G is not about the tech. It’s about the tech getting out of the way, becoming invisible, allowing for more human, more seamless, and more emotive experiences than ever knew we needed before. Imagine the ability to actually walk in someone else’s shoes, to see an experience or a place through their eyes. We believe that 5G will enable deeper human connections, creating opportunities for brands to touch their audiences in powerful and valuable ways.