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