iProspect Logo
5G

Bigger. Faster. Better. 5G promises it all. But what exactly is it? The fifth generation of mobile communication employs higher frequencies and bandwidth to allow quicker wireless data transfer than 4G, creating a massive leap forward in speed, quality and latency. In other words, say hello to on-the-go, super-charged entertainment in the palm of your hand. And it’s certainly getting people intrigued.


Since May, 5G has overtaken 4G in Google search volume whilst 37% of consumers in the UK say they will switch to 5G as soon as it’s available. As the UK becomes increasingly 5G ready, early median speed tests put 5G at 4x faster than its predecessor. But what does this all mean for the promotion of products and services?


We know that video is the fastest-growing advertising format in digital, with investment on smartphone devices increasing by 69% last year. For brands, it’s becoming a preferred medium of communication as it allows a relatively complex message to be encoded and decoded in an effective way to influence a desired action. With the rise of 5G, the medium is rife with opportunity.

Here are three predictions that may influence video marketing as we move into 2020:

1. Video consumption habits will become increasingly on-the-go

We spend an average of 3 hours 12 mins a day on our phones. But, as the quality of smartphones increases with bigger, better screens and faster 5G connectivity, users will spend more time consuming content. This, in turn, creates more opportunities for brands to communicate with their audiences via ad-supported platforms. According to the latest data on media consumption from IPA Touchpoints, time spent scrolling on mobile-first social media in the UK has increased 6% amongst adults, whilst linear TV in the home declined -6%. With less need for desktop computers and Wi-Fi to complete more data-intensive online tasks thanks to 5G, mobile usage will become even more dominant than it is already.

2. Video ad placements will become more popular

As Comms Planners chase eyeballs for their media mix, this could mean placing emphasis on more dynamic video inventory such as Facebook in-stream, YouTube bumpers and Broadcaster Video On Demand, such as Channel 4 and Sky media. Our own proprietary research in the UK has found that attention is highest with TV on mobile and social media video vs linear TV advertising, so media investment should be more efficient as we skew inventory buying to smartphones.


3. Video ad formats will become more creative

5G technology means more innovative (and data-intensive) ad formats like Augmented Reality and Virtual Reality will play a greater role in how we research and buy online. Gartner predicts that 100 million shoppers will use the technology by 2020, with brands like IKEA already bringing their catalogues to life in the digital space to great effect. Moreover, 4K UHD video may become the norm for mobile advertising, meaning brands have peace of mind that their paid communications maintain the highest quality when showcasing products and services to a desired audience.


So, 5G will mean people spend longer on their phones, consuming more content, at a higher quality than ever before.  But due to the physical infrastructure needed to make the technology a reality across the country, none of this will change media habits and buying behaviours overnight. If more than half of people cannot imagine life without their smartphone as technology stands right now, 5G is only going to make that bond even stronger.