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The 5G network was officially launched in India earlier this month. According to a report released by Deloitte, India’s digital economy is expected to reach $1 trillion by 2025 as a result of rising smartphone usage and faster and cheaper internet. However, 5G is expected to be a major force in this expansion.
5G will be the highway for digital marketing transformation as it enables ad agencies to unlock the value of brands looking to interact with 1 billion Indians, said CEO and founder of LS Digital. Prasad Shajale and Langoor CEO Venugopal Ganganna said.
Shajale adds: It also helps brands leverage this immersive media to communicate more engagingly with over 1 billion Indians. ”
Dhruv Shah, vice president of web strategy and organic search at Kinnect, said 5G will help brands build immersive experiences for their customers. “Immersive experiences are interactive, collaborative, and increase customer loyalty to brands. These are activities related to shopping, gaming, brand education, and more.”
Like the 4G revolution, the 5G revolution will bring about a major shift in what and how users consume content. It’s device agnostic, and users can even sit on the beach and shop at virtual stores, Shah said.
5G is all about speed, low latency and network strength. This enables anywhere, anytime connectivity that can have a significant impact on internet usage and overall digital/mobile experience.
“Most marketing agencies are now slowly and steadily moving to martech. With more and more agencies gearing up to enable AR/VR/XR/voice experiences for their brands, advertising agencies are We deploy/partner with CDP platforms that allow us to target different OTT and CTV personas,” said Puretech’s Shah.
Socxo CMO Ajit Narayan emphasizes: What is the impact on advertising? Speeds went from 21 MB download and 5 MB/s upload to 1 GB download and 500 MB upload. On paper, these were breakneck speeds at the time. It gives consumers a way to watch video content on mobile, and other complex tasks like banking and e-com are now mobile accessible thanks to speed. ”
According to Narayan, the arrival of 5G has two sides. One is introduction. Every service needs hardware to support it. The second is usage. He added: The 1% who can take the plunge quickly will do so. (They already bought him a 5G handset last year, even though they don’t even have a 5G network.) So there will be something new in that market (read premium/luxury). But it’s not the masses that are business as usual. ”
AR/VR is not yet mainstream in India. One of the reasons is the speed issues with current generation networks. Experts say 5G will enable high-bandwidth and low-latency networks, allowing the marketer to experiment with new immersive technologies such as his AR/VR/XR.
According to Ganganna, personalized advertising, mainstreaming of AR/VR content, the rise of local language video and content, gaming on the go, and content on the go are some of what 5G will bring to the advertising market. will be the department.
However, brands should prepare for the impact 5G will have on their mobile marketing efforts. In particular, you need the ability to deliver personalized, interactive content to people on the go. 5G will help brands monitor, track and display content dynamically, enabling people to make decisions while on the move. It also plays an important role in how OOH ads are delivered.
5G will help create bigger experiences. AR and VR make exhibiting products a more immersive experience. For example, singer Liam Payne showed off his AR performance at the EE BAFTA Film Awards, notes Narayan.
But Narayan said the next leap in speed will be the availability of low-latency bandwidth and more bandwidth for wider consumption. This will impact the use of networked devices, a market for which has yet to be discovered and exploited.
The Internet of Things (IoT) is very likely to lead the next revolution. From device to data, Narayan added, it is transmitted in real time.
According to experts, OTT video advertising will benefit most from 5G deployment.
The rollout of 5G will bring about a massive shift with the opportunity for brands to move many offline touchpoints online. Brands have the opportunity to build VR, AR, and mixed experiences that load instantly.
Ganganna said that despite the big changes, brands need to prepare for the impact 5G will have on their mobile marketing efforts. In particular, you need the ability to deliver personalized, interactive content to people on the go. 5G will help brands monitor, track and manage the content on their displays dynamically, thus enabling people to make decisions on the move. They also play an important role in how OOH ads are delivered.
Advertisers and marketers should be aware of this change. Because it heralds the rise of local-language video and content. Demand for local language content is steadily increasing in India, so advertisers should look beyond dubbed and translated ads to create local ads.
Additionally, according to PureTech’s Shah, CDPs (consumer data platforms) and marketing automation platforms have a huge impact on how, when and where communications are delivered. He said this will ultimately lead to better efficiencies in terms of media delivery and the overall digital experience.
With 5G data speeds set to reach around 10 GBPS (Gigabits per second), we have much more to say about when 5G networks will be rolled out in India. To take advantage of 5G, agencies are gearing up to change their media mix strategies and focus more on the digital space. According to Ganganna, the way we consume content will change dramatically thanks to her 5G technology.
He went on to explain that it will transform the content available to Indians, enabling a better user experience. This demonstrates the rapid democratization of entertainment through games, OTT video, and short-form video formats, which make up the majority of the time consumers spend with media across devices, especially mobile.
Finally, 5G will also facilitate personalized targeting of audiences. By bringing together digital and physical experiences, 5G will enable a true omnichannel experience, especially on the go. It enables brands to deliver personalized customer service by transforming one-way communication into two-way communication through AI-powered computer vision, on-demand virtual assistants, and on-demand gamification. Ganganna said it will be available.
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