5G represents the fifth generation of wireless technology, following the eras of voice calls, texting on flip phones, internet on mobile, and fast data processing (when we started watching movies and ordering rides on our smartphones). The advancements between each generation were notable in themselves, but the jump from 4G to 5G is unlike any other.
5G is 25x faster than 4G, performing at a speed at which technology becomes invisible. What we’re left with are rich, immersive experiences that impact the way we live, work, learn, and play. In short, they impact everything. With high bandwidth, high speeds, and low latency, 5G will power human ability with a transformational leap — enabling us to venture into the previously unimaginable, like getting dinner started while still on the commute or performing surgery from miles away.
Brands and advertisers that understand 5G’s capabilities will immediately see the opportunity to invite audiences more fully into their narratives. From immersive ads that show all angles of a product to personalized, virtualized shopping, 5G will engage consumers at never-before-seen levels. Digital will evolve from 2D to 3D, and interactive and live content will become the norm. In fact, consumers are already adopting innovative formats, craving tangible experiences more than ever after months of staying at home. When retailers worldwide shut down in 2020, brands that used Shoppable AR saw a 19% boost in customer engagement.1
With half of all Americans slated to own 5G phones by 2024, marketers are getting a head start on understanding the possibilities of these next-generation experiences.
At Verizon Media, our dedicated 5G-enabled studio is working to craft tomorrow’s experiences with more impactful storytelling and stronger emotional connections. Our goal is to help the creative community deepen its understanding of the 5G technology and pave the way for new realms of ideas. With technology now moving completely out of the way, we’re already building 5G-enhanced experiences with our clients that allow for seamless customer interactions. And our publishers are currently engaging audiences across all our properties — including News, Sports, and Entertainment — powering their stories with 3D, Augmented Reality, and other cutting-edge technologies.
With our 5G Ultra Wideband Network in 55 cities to date and 5G Nationwide launched alongside the new iPhone 12, customer adoption is poised to skyrocket in 2021. We’re excited to usher in this new era of advertising experiences and to start creating the future together.