Media—from journalism, to video entertainment, to brand experiences—rely on creativity. Now, 5G has the power to change media as we know it. Marketers, creative directors, and media experts will be responsible for some of the most visible and exciting wonders 5G will support. They will be empowered by consumers who can download the data equivalent of full-length movies in a matter of seconds.
As 5G networks rollout globally, unprecedented real-time capabilities will emerge in surprising new ways. Much as no one could anticipate 10 years ago the ways in which mobile is used today, media professionals will invent entirely new types of shared mobile experiences—in the workplace and among their audiences.
At work, digital teams can create new, inspired environments beyond the physical world. Creatives will conference in connected, virtual worlds where they can manipulate their own surroundings as they ideate. When the environments that enable creativity are connected, isolation needn’t be a barrier to creative breakthroughs. Team members needn’t be in corporate offices at all to access these shared experiences.
Meanwhile, mobile connectivity speeds will reach the equivalent of fiberoptic cables, allowing teams to consolidate complex campaigns and output them in a single digital signal. Media professionals can open data inputs to a wider variety of resources as well, accessing insights from billions or even trillions of data points as they create.
Most importantly, 5G opens opportunities to smaller media groups that can access these capabilities without unwieldy infrastructure and overhead. We need only look to younger media professionals for indications on how this future will unfold. In a recent Verizon Media study, UK Millennials emerged as the most capable generation when visualising 5G use cases—57% can identify at least one. As these ‘digital natives’ begin leading their own companies and creative teams, they are most likely to be personally excited about 5G use cases as well.
As consumers access a new generation of 5G-enabled devices, media brands can use augmented reality (AR) and virtual reality (VR) that overlay physical environments—in real time, and at global scales. The technologies that connect consumers with experiences, information, and people in relevant and exciting ways will become standard. The creative possibilities will become virtually limitless as 5G connectivity is introduced into everyday devices.
“Once we actually incorporate digital technology into the items that we already use in everyday life—like glasses and clothes, instead of a separated device—our digital and physical worlds are going to get along a lot better,” says Mark Melling, Head of RYOT Studio EMEA at Verizon Media. “And actually, we're going to have less friction, and enjoy digital experiences more, as they become more human.”
The promise of new digital experiences is already shaping consumer expectations. According to our study, 83% of UK Millennials claim they already expect their digital experiences and interactions with brands online to be seamless, to be innovative, and to enhance their real-world experiences. 5G will enable media professionals to deliver on these expectations as consumers embrace a new generation of connected products.
5G will be nothing less than a superpower for media professionals. Fortunately, Verizon Media is already leading the 5G transformation in international media and advertising. Our 5G Labs allow content creators to build transformative 3D experiences and social events they will stream in real time to audiences with an innate desire to experience them. Advertisers will combine these value-added experiences with compelling brand messages that captivate, inform, and inspire. Virtual worlds, once reserved for high-end gaming platforms, will find new use cases in mainstream media capacities.
In fact, Verizon Media is already making the promises of 5G-powered media a reality. In the U.S., our recent collaboration with StudioLAB at Walt Disney Studios introduced Start Wars: The Rise of Skywalker fans to an unprecedented red carpet event. Notorious Star Wars characters were digitally superimposed in the livestream of the movie premiere after-party, remotely controlled by real actors via Verizon’s RYOT motion capture technology. Verizon Media has also expanded its 5G Labs to its global portfolio of brands, including Yahoo, HuffPost, TechCrunch and AOL.
Verizon Media 5G Lab & Studio in London
Now, we’re introducing these capabilities to Europe. Our new, London-based 5G Lab & Studio is a cutting-edge incubator for innovative and creative companies ready to shape the future of content, delivery, and collaboration. In this environment, our media partners can produce premium quality, 3D content, including virtual and augmented reality experiences, using state-of-the art capabilities—including volumetric capture, motion capture, AR broadcast, and more.
Throughout 2020, we will be sharing more about how 5G will transform industries, customer experiences, and environments in which we engage and interact. Take this opportunity to discover what Verizon Media can do for your creative goals.