How Will 5G Change the Future of Advertising? Look to OOH for Answers.

Increased connectivity will continue to drive marketers and advertisers to rethink holistic campaign planning in the 5G eraamp160 Currently brands are already finding ways to create campaigns that geotarget their audienceamp160and enable social media mobile marketingamp160and OutofHome OOH to work together to drive demandamp160 For example with IRL flash salesamp160a consumeramp160may experience quotfirst touchquot with an online ad and as the consumer gets closer to a physical storeamp160that same person may then receiveamp160a special promotion on Twitteramp160before seeing a billboard with an alertamp160to theamp160proximity ofamp160the sale itselfThe omnichannel nature of campaigns means they need a quottrue northquot to retain a brand39s voice and be successfulamp160 This is true with the media mix as wellamp160 OOH serves as a physical anchor for campaigns which can help marketers and advertisers best leverage digital transformationLiving in an Interconnected WorldWe39ve experienced a marketing and media landscape linking desktop and mobile experiencesamp160 However what happens when you are living in a world less defined by screens than by the connectivity of experiences and a new reality of autonomous cars connected homes smart cities and countless other connected devicesWhere 4G sped up our access to data it never delivered on creating an uninterrupted user experienceamp160 With 5G we39ll move beyond quotmobile technologyquot and into a space where IoT wearablesamp160and AI shape and define our worldamp160 Instead of using smartphones as a quothubquot in a 5G worldamp160machines will seamlessly speak directly with each otheramp160amp160In fact many believe that 5G will be the breakout moment for IoT and will change communication beyond marketingamp160 Industries as far ranging as automotive and healthcare will need to completely reimagine the user experience as AR and realtime transmission will totally change how we once thought of driving or visits to the doctorCreating Interconnected Campaigns that Focus on the User ExperienceSo what does all of this mean for marketers and advertisersamp160 Marketers will have even more ways of capturing data more devices to advertise acrossamp160and more ways of displaying their messageWith more customer touchpoints it could become even harder for marketers to design cohesive campaignsamp160 Advertisers will be competing in a complex new ecosystem and will need to find innovative ways to market their offerings through virtual assistants connected devices telematics displaysamp160and moreHow OOH Will Be at the Epicenter of Digital TransformationA more connected media landscape provides innumerable advantages for marketers but more connections means more complexity making it even more important to create campaigns that stand out and resonate with their audiences through engaging content that is scalable and translates across mediumsamp160 The size prominenceamp160and relative permanence of OOH gives marketers the opportunity to have a highly visible campaign cornerstone that can connect video experiential marketing social media activationamp160and mobile targeting all togetherOOH will serve as both a visual anchor and physical node for connectivity to deliver more engaging contentamp160 In environments where full motion video is permitted marketers and advertisers can use digital OOH to engage and entertain while leveraging the increased connectivity to provide companion experiences interactivityamp160or paths for actionWe are already seeing examples of how dynamic OOH content is shaping the future and new concepts are being tested every dayamp160 Displays at a particular subway station in proximity to a Broadway theater for instance can promote actual lastminute available seats for purchaseamp160 A local sports team can advertise on screens in multiple locations and in near real time display the score highlights of the game and the words of influencers in the spaceamp160 Advertisers can literally tell a story and take their audience for the rideAlso a driver could pass a DMV billboard and depending on the time of day discover how long waittimes are take advantage of lastminute cancellations then login to a DMV app schedule an appointment in real timeamp160and essentially cut the lineamp160 Convenience and connectivity are finally one in a 5G worldThe promise of seamless 5G connectivity is to give marketers and advertisers more opportunities to serve and communicate with their audience through a variety of mediumsamp160 Whether it39s in IoT or automotive or through OOH advertisers who recognize how to inform their creative campaigns will be able to target their customers through even more relevant messagingamp160 With 5G marketers will finally have access to realtime dataamp160and can inform their campaigns build connectionsamp160and utilize time and space to capture their customers39 attention and offer them exactly what they wantClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How Will 5G Change the Future of Advertising? Look to OOH for Answers.

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Jason Kuperman

We Are the Outliers - By Jack Myers

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How Will 5G Change the Future of Advertising? Look to OOH for Answers.

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Jason Kuperman

We Are the Outliers - By Jack Myers

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