For user-generated content, reliable and uncontended bandwidth is key, however more often than not poor network results in low-quality content and a frustrated end-user.
5G is definitely on its way and it has already started rolling out in most major cities.
It’s the same as any other cellular networks except it has the ability to use much larger channels than 4G while using the same three different ranges of frequency, low, middle, and high band.
All this means is there is a difference in the range of airwaves at each level.
What Is The Difference Between 4G & 5G?
Currently, 5G is generating speeds up to 2 gigabits per second (Gbps), to put that in perspective 4G can generate speeds up to 300 megabits per second (Mbps), and there are 1,000 megabits in a gigabit, making 5Gs current capabilities roughly 7X faster than 4G.
In theory, 5G could reach speeds upwards of 30Gbps, giving people the ability to move tremendous amounts of data at lightning-fast speeds across multiple devices and platforms.
This leads to the opening of new doors for what digital advertisers are able to do. With this increase in internet speeds, people will be consuming much more content in a shorter amount of time.
So as digital marketers, we have to come up with creative ways to get our client’s messaging and branding in front of consumers.
In order to see where we are headed in the future, it’s important to take a step back and see how we got here.
What Each Generation Provided
Each generation impacted the world with its release.
When 1G was released, it gave us the ability to talk virtually anywhere on our cell phones.
2G gave us the ability to text, which changed the way we communicated.
3G gave us the ability to browse the web from our mobile devices and when 4G LTE came along, it took everything good about 3G and made it 10X faster.
With the 5th generation of wireless connectivity on the way, there are endless possibilities for tech and the new applications that could arise from its wake.
“The first 4G phones in the US appeared in 2010, but the sorts of 4G applications that changed our world didn't appear until later. Snapchat came in 2012, and Uber became widespread in 2013. Video calls over LTE networks also became widespread in the US around 2013” (PcMag).
Now here in 2020 people are streaming full HD movies and shows on their mobile devices, uploading millions of pictures to Instagram daily, and video calling from thousands of miles away.
Not only has 4G upgraded how we live our lives, but it has also changed the game for digital marketing.
Advertisers are able to put their ads in front of potential customers wherever they are none of which could have been possible without 4G.
5G And Its Effects On OTT
We won’t end up seeing the real effects 5G has for a few years after it has been ramped up around the world.
Just like we didn’t see the big effects of 4G for about 3 years.
But that does not mean we won’t see the immediate impact it will have on platforms we already use today.
5G’s speeds and capabilities open up a whole new world for advertisers we have yet to see.
It is expected to cut data latency down to roughly 1 millisecond!
To put that in perspective the average human’s reaction time is between 150 to 300 milliseconds.
With data being able to move in real-time on 5G, advertisers will be able to put their ads directly in front of potential customers almost instantly.
Products like OTT (over-the-top-television) will definitely change in delivery as people take their favorite movies and shows on the road with them!
This increase in speed will mean the end of buffering while streaming content.
Watching video in full HD or even 4K streaming will be possible everywhere we go which will increase the demand for OTT campaigns.
Mainly people watch their favorite shows on applications like Hulu, Sling, Pluto TV, etc. in the comfort of their home.
This has mainly contributed to the ability, or lack thereof, to stream high-quality videos consistently over the current wireless network.
5G is here to solve that, with speeds up to 30Gbps there won’t be any issues with streaming quality and the ability of the network to keep up with demand.