It’s hard to believe that less than ten years ago, “4G” and “LTE” were buzzwords at consumer electronic tradeshows. In that short span of time, advertisers were given an arsenal of new mediums capable of reaching an increasingly powerful cohort of eager consumers. The yields of a 4G-connected world included easier mobile video streaming, the exponential growth of app stores, programmatic advertising platforms, and the genesis of artificial intelligence, virtual reality and augmented reality. Now, these new capabilities have hit a ceiling — they can only perform as quickly as our rapidly aging communication infrastructure will allow.
In a 5G world, the consumer experience becomes seamless, frictionless and, most importantly, effortless.
The processing and exchange of data will be reduced from 100s of milliseconds to just a few, and with that, the introduction of ultimate, ubiquitous connectivity. By 2020, the number of connected devices is estimated to reach 50 billion, which means an even greater amount of data being exchanged each day. In that same time span, Cisco predicts global data usage to reach 30.6 exabytes per month — that’s 30.6 billion gigabytes for those keeping count.
One area of promising advancement, for customers and advertisers alike, comes with the introduction of autonomous vehicles. You have probably heard of a “journey map” or “customer experience map.” To sum it up quickly, a journey map is a holistic visualization of the process that a person goes through in order to accomplish a goal. We can use this process to understand our customer and be aware of communication touchpoints with our brand. If you’re a business that has brick-and-mortar locations, then there is probably an area in your journey map where a customer transports themselves to a store location. Until now, companies have only been able to reach that stage of the journey via radio and out-of-home advertising. But even then, messaging was mostly restricted to the awareness subsection of the marketing funnel. Autonomous vehicles enhance that touchpoint by utilizing the advancements of 5G connectivity. Brands will be capable of reaching customers at different stages of the marketing funnel by providing them with highly interactive and actionable content right from their dashboard.