How 5G Will Change Media, Entertainment, and Marketing

5 Key Opportunities for Growth

Executive Summary

After years of anticipation, fifth-generation wireless technology is finally—albeit slowly—becoming a reality. And though 5G networks aren’t widely available yet, most media and marketing experts believe they will eventually transform the way entertainment, sports, and news are produced, distributed, and consumed. Fully realized 5G networks will usher in a host of new options for streaming content, live events, gaming, and other high-quality immersive and interactive experiences. They’ll also open the door to new models for personalized marketing and advertising.

Why will 5G be important for media, entertainment, and marketing?

Technical limitations, including slow and unreliable networks, have historically made it difficult to deliver digital media, entertainment, and advertising content. 5G will help companies serve higher-quality, interactive, and immersive experiences across a wider variety of connected devices. It will also enable marketers to collect more accurate and granular data to personalize messaging.

Is 5G service available everywhere now?

5G is only available in a limited number of metropolitan areas worldwide, and much of it is still an interim version. Because 5G service requires significant infrastructure changes and relies on consumers to purchase new hardware, it will take time to become ubiquitous. Companies seeking to exploit 5G should anticipate a hybrid 4G LTE/5G environment in the near term.

How are media, entertainment, and marketing companies preparing for 5G?

They’re taking various approaches, including understanding future requirements, exploring new creative formats, building out their mobile video capabilities, pursuing strategic partnerships, and assessing their data collection practices and database requirements. Several communications and media conglomerates have teamed with wireless providers to test the technology, showcase potential applications, and explore new revenue models.

WHAT’S IN THIS REPORT? This report will discuss the implications of 5G services for media and marketing and highlight five key opportunities to drive industry growth.

KEY STAT: More than 90% of marketing professionals worldwide expect 5G to have an impact on their industry over the next decade, according to a February 2020 Salesforce survey.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The 5G Difference
    4. Supercharged Video and Multimedia
    5. More Possibilities for AR and VR
    1. Real-Time Sports, Live Events, and Gaming
    2. Expanding the IoT Mediaverse
    3. A New Paradigm for Personalized Marketing
    4. Getting Ready for 5G
    5. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Jim Brisimitzis
    5G Open Innovation Lab
    Founder and General Partner
    Interviewed January 14, 2021
    Ian Greenblatt
    J.D. Power
    Managing Director, Technology, Media, and Telecom
    Interviewed February 3, 2021
    Jonathan Harrop
    AdColony
    Senior Director, Global Marketing and Communications
    Interviewed February 3, 2021
    Dan Hays
    PwC
    Principal, Strategy&
    Interviewed February 3, 2021
    Angela Logothetis
    Amdocs Open Network
    CTO
    Interviewed February 9, 2021
    Jeff Malmad
    Mindshare
    Executive Director and Lead, Shop+
    Interviewed February 9, 2021
    Felicite Moorman
    STRATIS IoT
    Co-Founder and CEO
    Interviewed February 4, 2021
    Elise Neel
    Verizon
    Vice President, New Business Incubation
    Interviewed January 20, 2021
    Shrihari Pandit
    Stealth Communications
    President and CEO
    Interviewed February 12, 2021
    Katrin Zimmermann
    TLGG
    Managing Director, The Americas
    Interviewed February 3, 2021

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    authors

    Victoria Petrock

    Contributors

    Jasmine Enberg
    Senior Analyst
    Jeane Han
    Senior Researcher
    Rayna Hollander
    Analyst
    Chris Keating
    Director, Research
    Lucy Koch
    Junior Analyst
    Sara M. Watson
    Senior Analyst
    Yoram Wurmser
    Principal Analyst